Manufacturer of Retail Displays Turns to Scribe’s iPaaS to Drive Better Sales Forecasting

For over 25 years, we have created food-forward displays that have transformed the perimeter of supermarkets across the country. And we’re not stopping there. We are partnering with future-minded retailers to re-envision the shopper experience across channels, formats, and product categories. We are fusing our rich experience in fresh foods with our focus on engineering efficiency, operator convenience, and earth-friendly production.


A manufacturer of merchandising displays—including boxes, bins and refrigerated cases—had experienced fast growth over the previous five years. Customers, which included large grocery store and supermarket chains, were ordering more than 1,000 standard and custom displays every month. But the company’s leaders knew that if they wanted the company to continue to grow, they needed a stronger IT infrastructure, especially one that would give them better visibility into the end-to-end sales process and allow them to better forecast sales.

Originally, the sales team captured opportunities, proposals and display designs in its Salesforce CRM system. Orders, shipments and invoices, however, were separately captured and tracked in the company’s Infor VISUAL ERP system.

With the two systems operating in isolation, the sales team could not readily see whether sales orders had come in and how sales orders compared to quotes; they had to contact someone on the finance team to check the ERP system manually. Even then, generating the type of reports that sales needed from the ERP system proved difficult.

“Creating an accurate sales forecast was a very difficult, manual process,” says Elissa Bradley, a Senior Consultant at Sadhana Consulting, which provides the client with complete Salesforce consulting and implementation services as well as ongoing support and maintenance. “Their sales team didn’t have easy access to orders to check their status or their size. The company wanted to give sales people instantaneous feedback into orders so they could more easily forecast monthly sales. That would lead to other substantial benefits such as a better planning process for the manufacturing operation and a stepped-up level of service for customers who wanted to know the status of an order.”

These requirements made the mission clear for Sadhana Consulting. Close the sales cycle loop between Salesforce and the VISUAL ERP system to give the client’s sales team real-time access to the status of quotes, orders and invoices. Achieving this mission would help ensure the grocery stores received the display products they require and give better visibility to customers, the sales team, the manufacturing team and sales leadership.


To help the client take on this challenge and provide its sales team with all the information it needs to effectively provide services to customers, Sadhana Consulting recommended the Scribe iPaaS (integration platform as a service).

“We initially considered using DBAmp from forceAmp for this project, but that solution requires a high level of coding to bring data models over to Salesforce,” Bradley points out. “This approach also adds to the overall solution cost and requires an internal technical resource to maintain the data model after the deployment. We wanted to make data integration between the two systems simple and less costly—and that’s what Scribe delivers.”

Sadhana strongly recommends clients avoid the coding option when it comes to data integrations. Coding means clients have to hire resources to change the coding if a data flow ever breaks or if data fields change.

“But the Scribe data connectors are easy to set up,” says Bradley. “Even non-technical personnel can create and maintain the data flows.”

When the client evaluated the Scribe data integration platform, the internal IT team valued that Scribe generates error logs so it knows immediately if any data does not transfer correctly. The internal team also appreciated how the Scribe graphical interface makes it easy to map fields from VISUAL to fields in Salesforce.


Leveraging the Scribe data integration platform, Sadhana created integrations for the client that bring key customer information into Salesforce from VISUAL: sales orders, shipments and invoices. Each of the data sets breaks down further into individual lines (parts) that make up each order. This creates the level of granularity the sales team needs to forecast sales projections by different products and services—including fixtures, refrigeration units, foam components, wood components and shipping.

With all this information flowing into Salesforce automatically, the sales team no longer needs to check with the finance team to confirm the status of orders, shipments and invoices. They can see everything in Salesforce, where it’s also much easier to generate reports to analyze sales activity by client accounts, by reps, and by product lines. “This is a benefit for the finance team too,” Bradley says. “They don’t get pulled away from their jobs to help out the sales team.”

The exchange of information between the ERP and CRM systems also provides the manufacturing team with greater visibility into how many orders they need to fulfill, which sometimes number as many as 1,000 per month. This capability will be key as the company scales and production forecasts need to be more accurate.

More importantly, the sales team can now be more responsive when customers ask about an order—the information is right at their fingertips in Salesforce. The team can also analyze in real time how well it performs in turning quotes into orders and just how much product each client purchases.

But a bigger benefit is that the sales team can now forecast more accurately. “Each rep manages a large number of orders, and it used to be difficult to sort the orders for each display component,” Bradley explains. “With Scribe passing data from VISUAL into Salesforce, the sales team can now easily adjust their forecast numbers throughout the month and make appropriate adjustments to their sales efforts immediately—instead of waiting to get reports at the end of each month.”

The client now benefits from improved forecasting along with the ability to better service customers, analyze sales activity, and predict manufacturing needs. And thanks to Sadhana Consulting and Scribe, the client is also in prime position to scale operations as business demands continue to increase.


  • Facilitates accurate sales forecasts on an on-going basis rather than waiting until end of each month.
  • Helps company scale more efficiently as business continues to grow steadily.
  • Creates the granularity sales needs to forecast sales projections by different products and services.
  • Eliminates the need for sales to check with finance on the status of orders, shipments and invoices.
  • Provides manufacturing with greater visibility into how many orders need to be fulfilled.
  • Enables sales to be more responsive when customers inquire about order status.
  • Streamlines analysis of how quotes turn into orders and how much product each client purchases.

Adtech Global – Scribe Accelerates Inbound Marketing ROI with Agile, Reliable Multi-Point Connectivity between Sales and Marketing

For the past 16 years, Adtech Global, a contact center solutions and services expert, has helped businesses improve customer service operations and maximize workforce efficiency. In a move to ramp up their own marketing and sales efficiency, and to eliminate manual data transfer from the website to their Microsoft Dynamics CRM system, Adtech partnered with LyntonWeb for a two-phase project: deploying HubSpot, and then integrating the new system and the company’s website with their existing Dynamics CRM deployment. Adtech Global’s initial third party integration platform caused issues with frequent unreported breakages, which led to hours or days of lost connectivity between systems. Adtech and LyntonWeb turned to Scribe Online, Scribe Software’s cloud-based integration platform as a service (iPaaS), to improve the reliability of the integration.


To help them grow their business, Adtech wanted to turn their website into a lead generator. At the time, leads were not collected on the website. Instead, sales prospects visiting the website had to call into Adtech’s sales line, and the Adtech sales team would manually enter lead information into the company’s CRM system. The process was inconvenient for sales prospects and cumbersome for Adtech’s sales team. The Adtech team realized they needed a way to automatically capture details of prospects from the website to scale their business because they were losing business due to incorrect and missing information in their Dynamics CRM system. In addition to causing trouble for sales and prospects, the manual process and lack of marketing technology made effective digital marketing impossible, as the team had no way to nurture or reach out to more than a few leads at a time. Adtech’s marketing team agreed on the need for a marketing automation system integrated with their CRM to allow them to track leads and engage with prospects, leading them towards the inbound marketing experts at LyntonWeb.

LyntonWeb deployed HubSpot for Adtech, using a third party integration platform to connect Dynamics CRM with both the new marketing automation system and the website to automate the transfer of key prospect information. Although the appropriate structure was set up to start automatically capturing leads from the website, connectivity and reliability problems with the integration platform caused serious issues – Adtech was forced to manually monitor the service for issues, and then inform LyntonWeb each time the service stopped working. Adtech, however, was determined to realize the benefits of integrated data for its marketing and sales efforts, which LyntonWeb provided via Scribe Online.


  • Transition from capturing leads by hand to automatic, accurate and scalable lead capture
  • Empower Adtech’s marketing and sales teams with the information needed for personalized inbound marketing and sales via a customized HubSpot-to-Dynamics CRM integration
  • Ensure integration stability, and provide the ability to diagnose issues and perform quick fixes without interrupting Adtech’s workflow


  • To remedy the connectivity issues, LyntonWeb leveraged their internal HubSpot expertise and Scribe Software’s iPaaS offering to rapidly create a new integration for seamless, error-free connectivity. With Scribe, Adtech enjoys an agile, customizable yet stable connection between Dynamics CRM, HubSpot and their website.


  • Increase to the overall reliability of the integration, reducing the number of errors related to integration by 75 percent, and cutting down the troubleshooting process from hours to minutes via improved visibility into the health of the integration.
  • Capture of valuable data as prospect files are transferred across technology systems, improving marketing and sales interactions with: information on lead sources and visit timing; full commentary around prospects’ business interests; activities completed on the website; and more.
  • Automatic notifications when leads are created, allowing sales to follow up with leads the day their information is collected t o improve their close rate.

Vforce Auto Club Renewals – Integrates AAA Data Directly into Salesforce. The Result? Personalized Calls. Way Paved for Renewal.


Vforce Auto Club Renewals has taken the concept of a virtual enterprise and made it a thriving reality. Unlike traditional telemarketers that centralize their operations, Vforce takes advantage of sophisticated customer relationship management (CRM) provided by, allowing its renewal specialists to work from anywhere in the United States. The critical link in driving call effectiveness is populating Salesforce with account information coming from Vforce’s AAA clients. The key to making this enterprise model a success: Scribe Insight.

Jack Sands, Vforce’s CEO, explains the solution: “Traditionally, AAA clubs will provide membership data in spreadsheets, which results in a very manual process that’s highly prone to errors— something that would never work with our distributed workforce. Instead, we use Scribe Insight to automatically integrate the AAA data directly into Salesforce. That way our callers get much more timely renewal lists, as well as more complete information to improve the quality and efficiency of each call.”

With the Scribe integration, renewals from Vforce’s AAA club clients are uploaded to Salesforce every five seconds, providing telemarketers with complete member details at their fingertips. As the telemarketer updates the member account in Salesforce, the Scribe integration also feeds this new data back to the AAA system, immediately providing the club with renewal acceptances, as well as the most current member information.

The beauty of the Scribe integration is that it’s all automated, with no human intervention required,” says Sands. “That makes the process highly efficient and reduces the chance of errors to virtually zero. In fact, the Scribe integration has enabled us to increase efficiency by as much as 20 percent. Also, because the information coming over into Salesforce is more complete and of higher quality, we’ve boosted our close rates by 15 percent or more. Plus, the extra level of detail opens up opportunities for up-selling services. So, we’re not only reaching more people each month, we’re driving significantly more business for our AAA clients.”


Vforce has further enhanced its service by applying formulas to the data as it is transferred from the AAA system to Salesforce. For example, based on a member’s address and zip code, Scribe Insight automatically determines the nearest AAA office for the customer and adds that information to Scribe Insight also goes a step further: it reaches out and pulls down driving directions to the local AAA office, integrating this information into Salesforce and adding an extra level of service and personalization to the call.

“One of the great things about Scribe Insight is how flexible and adaptable it is to handle our unique business needs,” observes Sands. “We’ve been able to enhance the basic integration with features that add directly to the quality and success of our service, without adding cost to our business. We also customize and add fields in Salesforce all the time, and the Scribe software makes it very easy to accommodate these changes in the integration. So we can do what’s best for our business without being limited to the constraints that custom-coded integration solutions would have.”


To perform the integration, Vforce worked with a local Scribe partner, Socius, as well as one of Scribe’s own Salesforce experts. The team faced a tough challenge, having to complete the integration in just three weeks to meet a renewal deadline for one of Vforce’s biggest AAA clients.“It was an intense time leading up to the launch,” recalls Sands, “but everything went like clockwork. Scribe provided us with a real advantage because they already have an adapter for and the Scribe Insight tool has the flexibility to handle special integration requirements without writing code. There are other companies vying for the market, but Scribe Insight has been around for a while and has proven to be a very solid software product—it works and it works so easily at a great value. For example, I had one company propose to do this integration, but it would have taken months and cost over $60,000. With Scribe, we were completed in three weeks and at a fraction of that estimate. When it comes to integrating with, Scribe wins hands down.”

Experient Delivers Integrated Meeting and Event Services, from Concept to Completion

Experient brings together the people, facilities, and materials that provide a memorable, high-impact experience for organizations and their constituents, whether a small executive briefing or an international exposition. To support its business, Experient used a set of custom-developed applications for order processing and invoicing. However, these applications were disconnected from the sales process, which made it virtually impossible to gain a complete picture of the customer and limited prospecting visibility significantly. Recognizing the limitations of its legacy systems, Experient implemented SalesLogix for comprehensive customer relationship management, along with Microsoft Dynamics GP for order management and invoicing. To leverage the wealth of information available in both its CRM and accounting systems, however, Experient needed a way to integrate the two applications. The solution to this challenge was found with Scribe Insight.

Working with trusted technology partner Socius to implement the Scribe integration, Experient now has a seamless 360-degree view of its entire customer base and a powerful resource for driving business growth and profitability. Patrick DiLullo, Experient’s Director of Market Intelligence, explains, “With the Scribe integration between SalesLogix and Dynamics GP, we’re now able to capture every detail of our business— whether with hotels, suppliers, or clients—which is improving the quality and effectiveness of our services from end to end. Because we have more complete information that follows each customer from point of first contact to actualized revenue, we’re able to forecast the business more accurately and better understand market dynamics to guide decision-making.

“Our accounting staff appreciates the integration because they now have an easier way to manage collections and review invoicing histories,” continues DiLullo. “In many cases, we have multiple facilities as part of an event, so we can see how many facilities have been invoiced and which ones have paid. This also plays directly into our commission payments processing, and enables our sales representatives to track activity so they know when to expect their commission checks. And because we track detailed statistics on all our business partners, we can report back to them with information that both strengthens our relationships and improves our negotiating position.”


Experient needed a way to not just share information between SalesLogix and Dynamics GP, it also needed the flexibility to accommodate complex, multifaceted business processes. Events may involve multiple contracts with hotels, event suppliers, client organizations, or a combination of all three. In some cases, events are planned years in advance requiring revenue to be deferred. Also, various percentages, based on individual business arrangements with each partner, must be properly calculated and applied for each invoice.

DiLullo considered a number of packaged integration solutions on the market, but ultimately chose Scribe Insight because Experient needed the flexibility to support highly sophisticated business rules, which the other solutions could not accommodate.

“Since we often book events far in advance, invoicing information from SalesLogix may not be sent to Dynamics GP for years,” explains DiLullo. “In some cases, revenue must be deferred; in other cases we may have multiple stage invoicing—there are many different situations that have to be taken into consideration. The Scribe integration is sophisticated enough to recognize all these scenarios and accurately place data in a deferred revenue account or keep track of the appropriate balances if there are multiple stages in the invoicing. It also allows us to streamline the whole process by doing bulk invoicing. For example, we can send 50 or 60 orders from SalesLogix over to Dynamics GP all at once, and have separate invoices generated automatically for all of them. It’s really boosted efficiency while providing us with a more up-to-the-minute picture of our business. Plus, our partners and clients are pleased with the increased accuracy and timeliness of the invoicing.”

Experient also takes advantage of the Scribe integration to move information from Dynamics GP to SalesLogix to keep the two applications synchronized when updates are made directly in the accounting system.

“We have the flexibility to create invoices on the fly in Dynamics GP and have this information automatically reflected in SalesLogix,” reports DiLullo. “Sometimes an invoice will be very detailed and need to be created line item by line item. And receipts are all posted directly in Dynamics GP. So every night we run the integration, which finds new receipts or invoices and imports them into SalesLogix. It’s another important way that Scribe Insight helps everyone stay on the same page. So our client-facing employees aren’t spending their time chasing down information, but instead can focus on serving our customers and growing the business.”

Project Snapshot – Customized, Prepaid Credit Card Programs


  • Have very customized Microsoft Dynamics CRM system that is being integrated with early Baan ERP system
  • No automated integration system in place
  • Do not want to allocate extensive development resources to integration project


  • Scribe Insight
  • Scribe Adapter for Microsoft Dynamics CRM


  • Custom Development
  • Manual Entry


  • Provides a dependable, accurate integration which has been easy to maintain and configure
  • Scales easily and customer will be adding additional applications to the integration soon

Project Snapshot – IT Service Provider

This customer focuses on select, high-quality, reliable, and modern technologies to create effective Information Technology (IT) concepts for their customers, so they may accurately and reliably solve the customer’s IT data security and computer system requirements.


  • Data being entered up to three times; wasting time and resources and increasing the likelihood of errors
  • Giving salespeople the ability to create quotes through the CRM
  • Eliminating the need for salespeople to access ERP


  • Scribe Insight
  • Scribe Adapter for Microsoft Dynamics CRM


  • Custom Development – Developing a custom integration was more expensive and would require more maintenance long-term
  • Competitor 1 – Scribe was easier to use than this alternative product


  • Scribe Insight connects Microsoft Dynamics CRM with Membership data in real-time
  • All employees are able to see complete view of customer account
  • Greatly reduced manual data entry
  • New ability for sales teams to up-sell and cross-sell for ongoing needs of customers
  • No more need for sales-persons to access the ERP
  • ERP-Information accessible in CRM environment (e.g.categories, statistics, revenue), therefore no need for salespeople to access ERP
  • All sales data and process in one screen
  • Two-way accounts, quotes and orders synchronization in real time using message queues, contacts, products, price list etc.

Project Snapshot – Tech Consulting & Solutions Company


  • Tasked with a large migration from Salesforce to Dynamics CRM
  • With limited budget and resources also have to integrate CRM and NAV
  • Expecting continued growth and need integration tools that scales easily


  • Scribe Insight
  • Scribe Adapter for Microsoft Dynamics CRM
  • Scribe Adapter for Microsoft Dynamics NAV


  • Cast Iron


  • Simple to maintain, product scales without any problems and minimum resources
  • Scribe was highly recommended by partner for robust integration capabilities
  • Complete tool that allows for SFDC migration as well as CRM to NAV integration