Scribe

Malibu Boats Speeds Up Order Processing and Wins Dealer Satisfaction with Integrated CRM and ERP Systems

Malibu Boats is a leading designer, manufacturer and marketer of performance sport boats, with the #1 market share position in the United States since 2010. The Company has two brands of high performance sport boats, Malibu and Axis Wake Research (Axis). Since inception in 1982, the Company has been a consistent innovator in the powerboat industry, designing products that appeal to an expanding range of recreational boaters and water sports enthusiasts whose passion for boating and water sports is a key aspect of their lifestyle.

THE CHALLENGE: STREAMLINE ORDER PROCESSING TO ALLOW THE COMPANY TO GROW

One of the ways Malibu Boats sets itself apart from other boat manufacturers is to offer highly-customized products: “Our product is very flexible and complex,” explains Greg Ward, Vice President of Information Systems for Malibu Boats. “In the sales process, customers sit down with the dealer and choose between many options to get exactly the boat they want. That means there are a lot of variables that can make each order quite complex.” When considering all the components, the colors, the accessories, and all the boat frames that customers can choose from, there are approximately 50-million different combinations of configurations Malibu can manufacture. “I don’t think we have ever made the same boat twice,” Ward says.

To support this high level of configurability, Malibu Boats provided dealers with two separate website ordering systems (one for each major boat type sold) so that dealers could configure and submit an order. But the ordering and ERP systems were disconnected, so getting accurate product data into the website systems and getting accurate orders into the ERP system was a challenge.

The company used Microsoft Dynamics GP to generate a bill of materials (BOM), but then had to manually enter the feature set into two separate website ordering systems (one for each major product line sold) so that dealers could configure and submit an order. Similarly, when an order was submitted, someone would have to check the order to make sure that it could be configured as requested and then manually enter the order into Dynamics GP.

The manual process of moving data between Dynamics GP and the websites would sometimes lead to errors that delayed the start of fulfilling boat orders. The process also created the possibility that orders were sometimes submitted for configurations that were not available.

“It was a very tedious process, and there was a lot of back and forth with dealers and customers to make sure we had an order right,” Ward says. “As our business grew and orders increased, this started to become an issue. We wanted to grow the business, and we knew that the current systems and processes we had just weren’t going to support us in that effort.”

THE SOLUTION: SCRIBE PROVIDES VITAL DATA INTEGRATION BETWEEN CRM AND ERP

With the company’s growth continuing, Ward knew the previous system would not support the sales and manufacturing processes. He and his team hoped to identify a solution that would combine the two product-line ordering systems into one and integrate those systems directly with the bill-of-materials process in Dynamics GP.

While reviewing proposals from two Microsoft solution partners, Malibu Boats identified Microsoft Dynamics CRM as the key front-end sales component. Both solution partners also recommended Scribe’s integration platform as the ideal solution to synchronize data between Dynamics CRM and Dynamics GP.

“Based on the input from both solution providers, Scribe is hands-down the best and most efficient way to execute two-way data flows between Dynamics CRM and Dynamics GP,” Ward says. “Scribe also offers connectors to many other enterprise applications, so we now have the option to streamline data movement to other systems, such as a data warehouse, in the future.”

Having worked with a number of ETL tools in the past, Ward was not familiar with Scribe, but he quickly picked up on the benefits it delivers in connecting data between applications. “Scribe is a fully-capable data integration tool—whether users need to look up data in another system, combine data from two systems, or push data to a data warehouse,” Ward says. “Because of the flexibility Scribe offers in connecting our CRM and ERP systems, our internal teams can to do their jobs more efficiently—with access to accurate, real-time data.”

Scribe’s ease-of-use has also enabled Ward to bring more of the work to configure and maintain the data connectors in-house. “We started off relying on our Microsoft partner to handle these two tasks, but we are now doing some of the data connector work ourselves,” says Ward. “It’s fairly easy to pick up.”

THE RESULTS: ACCELERATED ORDER PROCESSING AND INCREASED SALES—WITHOUT ADDING STAFF

With Scribe transferring data back-and-forth in real time, the details of the BOM in Dynamics GP are accurately transferred to the ordering system used by the dealers, and orders are automatically passed back to the scheduling system.

“With no more manual data-entry, we also experience much fewer errors,” Ward adds.

Since deploying Scribe to connect Dynamics CRM and Dynamics GP, the volume of business that Malibu Boats is conducting has increased 33%. And thanks to the efficiencies the company has gained—by integrating and flowing data automatically among sales orders, bills-of-material, and manufacturing— the number of resources needed to support those processes has not increased.

Ward estimates the time to process and fulfill sales orders has been reduced by 25% since connecting Dynamics CRM and Dynamics GRP through Scribe. The internal sales team no longer has to go back-and-forth multiple times with dealers to get orders right.

“In addition to handling orders much more efficiently, we have also accelerated the process for when we start to build boats,” Shaw says. “In some cases, we are starting a week earlier than we used to. That means orders complete and ship earlier, and the invoice and payment process also occurs earlier.”

The sales order process is also proving beneficial to the Malibu dealer network. As configuration data is updated in Dynamics GP, Scribe automatically transfers it to Dynamics CRM. From there, the data is pushed to the dealer portals. By working with accurate, up-to-date boat configuration information, dealers work more efficiently with customers, and that helps them close more deals.

“Whether it’s our dealers or someone on one of our internal teams—sales, accounting, customer service and production—we all benefit from having immediate access to more information,” Ward says. “As data flows between our CRM and ERP systems, we always know the latest pricing, configuration and warranty information. That makes it easier for us to work with our dealers and for our dealers to work with their customers.”

JIMEX Personalizes Customer Communications to Increase Bidding at Online Automobile Auctions

Historically, JIMEX customers have been dealers operating outside of Japan who purchased multiple cars per month. But the company saw the opportunity to expand its business by selling directly to consumers around the world that needed new or used vehicles, high-performance vehicles, or replacement parts.

GOAL: EXPAND B2C SALES

Only Japan-based businesses can bid at automobile auctions hosted in Japan. But JIMEX, which is based in Japan, offers an ecommerce website with an online bidding tool that allows dealers and consumers all over the world to participate in the auctions. The site enables global customers to access over 100 car auctions taking place in Japan and get the best deals from each auction.

SOLUTION: PERSONALIZED COMMUNICATION VIA HUBSPOT

To expand B2C sales, JIMEX decided to build a communication system that had the potential to personalize and differentiate the ecommerce experience for consumers. Seeing marketing automation as a key element of that solution, the company decided to deploy HubSpot to automate its inbound and outbound marketing programs. To personalize the services offered to individual customers and increase customer activity in the auctions, JIMEX decided to push real-time updates out to customers as they participated in the online vehicle auctions. To facilitate that communication, the company realized it needed to integrate HubSpot with a number of unique data sources, such as predictive customer analytic systems, past auction results, specific characteristics of available vehicles, and consumer preferences. This would ensure each customer receives personalized information on the vehicles they are most likely to purchase.

“The key was to find a solution that could pull information from the multiple sources we use into HubSpot in real time,” says Luis Ramirez, Head of Marketing for JIMEX. “When a customer loses out on a particular auction bid, we want to immediately present them with other vehicles they can consider in order to maintain their interest and keep them active at our site.”

Based on a recommendation from HubSpot, JIMEX deployed Scribe Online. The cloud-based data integration solution was first used to connect HubSpot to a large SQL database that contained auction data such as specific vehicle characteristics, bid history, and past purchases. This data allowed JIMEX to personalize communications about upcoming auctions to each consumer’s preferences.

However, the JIMEX vision didn’t stop there. In subsequent phases, the company planned to integrate its HubSpot system with Twilio, an IP phone call logging and SMS communication system, to collect additional consumer information for targeting prospects. JIMEX also planned to integrate HubSpot with the HeaP analytics tool, which can record and analyze the steps visitors take on the company website. The company can then use Amazon RedShift to correlate the data to customer email addresses and other key identifiers so it can improve recommendations to consumers and predict the winning bids of future auctions.

THE RESULTS: INCREASED PERSONALIZATION DRIVES CUSTOMER ACTIVITY

By connecting to all these data sources, Scribe brought all of the company’s data on past bidding, customers, auctions and other transaction activity into HubSpot. The information can now be used to communicate upcoming auctions and vehicle information to potential buyers based on their buying preferences.

“Scribe appeals to us as a data integration tool because it’s not just a bespoke system,” says Ramirez. “We can expand and change integrations as we add new analytic tools or need to connect to other data sources that assist in our marketing efforts. With Scribe, we have essentially super-charged our automated marketing process and turned it into an outbound marketing vehicle—it’s like adding an Astin Martin engine to a Honda.”

By loading data from multiple sources into HubSpot fast, Scribe also provides JIMEX with the ability to add personalization and a vehicle recommendation engine as it reaches out to customers.

“With thousands of customers in over 50 countries, communicating with all of our customers directly would normally create a lot of effort because of all the export-import regulations and the process customers must follow to acquire a car online,” Ramirez says. “But the Scribe-HubSpot combination enables us to bring all the necessary information together quickly and automate the communication process. In addition to making the online shopping experience more enjoyable for our customers, we are also gaining the ability to sell our services into new markets.”

By relying on Scribe, JIMEX imported 250 different data fields and eight years of customer and auction bidding information into HubSpot. “Normally, it would have been time-prohibitive to load that much data into HubSpot, but Scribe enabled us to complete the task in just two weeks,” Ramirez points out.

In addition to marketing automation, the data brought into HubSpot from the company website by Scribe also helps JIMEX conduct marketing-lead scoring analytics. But the real-time synchronization Scribe offers during auctions is the crucial factor. Whereas other data integration solutions would take up to one hour to sync, Scribe executes the data updates every 3-5 minutes.

“The data that is integrated is personalized for each customer so we can make sure we present vehicles that match the attributes they are looking for and are most likely to prompt them to participate in an auction,” Ramirez says.

Looking ahead, Ramirez expects that the analytics brought into HubSpot by Scribe will help drive more visitors to a new website section called Favorites. This will allow customers to more easily identify auctions for their top preferences.

“Scribe enables us to give consumers a very customized ecommerce experience,” Ramirez emphasizes. “Connecting all of our unique marketing and analytic systems in real-time is the key value. We can generate messaging that speaks to customers one-to-one so they will keep wanting to do business with us.”

Quark Expeditions and TCS World Travel Generate Real-Time Visibility Into Sales Leads and Inventory with Scribe Online

Sister companies Quark Expeditions, a leader in polar adventure travel, and TCS World Travel, a leader in private jet expeditions, are two of the eight North American travel organizations in the TUI Group and each deployed Salesforce to capture information from customers who contacted them through their call centers and their websites. But while Salesforce helped the sales teams gained better access to the customer information, the sales process was still complicated because other information, such as information on travel inventory, including the costs and itineraries, new leads and bookings, were stored in different systems.

SCRIBE CONNECTORS ENABLE INFORMATION TO EASILY FLOW ACROSS MULTIPLE SYSTEMS

To improve the efficiency of their specific sales organizations, the two companies knew they needed to integrate Salesforce with their reservation system. Plus, the companies thought they could improve the customer experience and drive even greater sales efficiency by making customer, inventory and reservation information readily available within one single system of record, i.e. Salesforce. The two companies solved the challenge by turning to Scribe Online. Sales teams at both Quark Expeditions and TCS World Travel now have instant access to bookings made through their call centers, real-time pricing information, and leads from their websites so they can react to customers more quickly. The sales teams can also easily see their progress toward closing new business and adapt their approach with each customer when necessary.

THE OPPORTUNITY: GAIN REAL-TIME ACCESS TO LEADS TO CLOSE MORE BUSINESS

Quark Expeditions and TCS World Travel each had their own customized instance of Salesforce for managing customer information. They both also utilized HubSpot for marketing automation and Softrip for tracking reservations from the company websites and call centers. The Salesforce CRM platform had been implemented to improve communications with customers and to give sales agents a more efficient process for closing new business. But the sales team still had to use multiple systems to check the inventory or pricing of different travel adventures and to see the bookings that had been made via the website or call center. These disconnected systems slowed the sales process. To streamline the sales process at each company, Quark Expeditions and TCS World Travel wanted to find an integration solution that could unite each company’s customized installations of Salesforce and Softrip.

KEY CHALLENGES

  • Identifying an integration solution that worked well with all three software solutions and would simplify the creation of data mappings between systems.
  • The internal IT team had limited resources, but did not want to incur the expense of hiring an outside firm for programming services.
  • Finding a simple-to-use solution that also offers flexible data mappings was critical as the two companies utilize different process flows. Each company also configures the CRM, marketing and reservation systems to meet their particular needs. The data mappings to integrate the three solutions would thus be unique as well.

THE SOLUTION: SCRIBE ONLINE

  • Quark Expeditions and TCS World Travel found the answer to these challenges by turning to Scribe Online. They selected Scribe Online because it provides an easy methodology for creating data maps among a wide range software solutions—including Salesforce and Softrip.
  • Scribe integrates Salesforce and Softrip allowing customer booking information coming from Softrip to flow seamlessly into Salesforce so that Salesforce is the system of record. This eliminates the need for sales to access different systems and/or manually re-key information from one system to another.
  • By integrating Salesforce and Softrip, the two companies have also generated several key benefits. Sales agents now have instant access to new leads while sales managers can track the progress of agents—in case any sales opportunities need to be reassigned. The connected systems also give the sales team real-time access to vacation trip pricing and reservation availability so that they can instantly respond to customer inquiries.

RESULTS: A SINGLE SYSTEM OF RECORD LEADS TO BETTER SALES PERFORMANCE

  • Scribe Online’s graphical mapping environment and pre-built connector for Salesforce allowed Quark Expeditions and TCS World Travel to integrate each of their Salesforce/Softrip application sets in less than eight weeks.
  • Each company now has a single system of record where inventory information is entered once and automatically propagated across the other systems so that no information needs to be re-keyed. Within each company, sales agents now have instant access to the information they need to better service their customers, such as new leads and inventory information (pricing, itineraries and more). Plus, sales managers can get real-time updates on the status of leads so they can adjust the team’s priorities if the progress on opportunities needs to be accelerated.

Increasing Marketing-to-Sales Data Connections Enhances Nurture and Campaign Programs

GeoEx initiated a plan in 2013 to complement its integrated print and digital marketing programs with an automated nurturing program to help accelerate the sales process following the launch of marketing campaigns. To increase the likelihood of success, GeoEx also wanted to integrate the new automated nurturing program with its existing PEAK 15 CRM solution—built on Microsoft Dynamics™ CRM and tailored to the travel industry. Information would need to flow quickly between the marketing automation system and CRM platform, so GeoEx could effectively nurture leads and evaluate campaigns by leveraging accurate, up-to-date performance data.

MARKETING PARTNER RECOMMENDS SCRIBE ONLINE

GeoEx found the first answer to this challenge in the marketing automation solution offered by Marketo. To create the crucial connection to PEAK 15, Marketo recommended that GeoEx use Scribe Online—given the past successful Scribe deployments by other Marketo customers. GeoEx reviewed the solution to confirm Scribe met the integration requirements better than any other alternative solution—through easy set-up and usability, as well as the ability to address the challenges of synchronizing data between two systems.

DATA FLOW BETWEEN SALES AND MARKETING HELPS BOTH TEAMS IMPROVE RESULTS

Connecting the digital marketing and CRM solutions using Scribe Online will allow the GeoEx marketing team to immediately start tracking and nurturing any prospects that indicate an interest in a GeoEx custom or scheduled trip. And when prospects book trips, the marketing team can see which campaigns influenced their decisions and then adjust future campaigns accordingly. Over the long term, these efforts will better qualify leads for sales follow-up with education and consideration content.

THE CHALLENGE: UNITE SALES AND MARKETING DATA

  • Tailor marketing campaigns based on lead-nurturing effort results.
  • Facilitate lead-nurturing capabilities by providing sales with immediate information on warm prospects.
  • Connect marketing automation and CRM systems so information automatically flows back-and-forth in real time.

THE SOLUTION: SCRIBE ONLINE CONNECTS MARKETING & SALES

  • Transfers opt-in leads from the marketing automation system into CRM platform in real time.
  • Eliminates need for users to rely on list imports to receive marketing and sales updates.
  • Reduces manual time for managing data flows between marketing and CRM platforms.
  • Features straightforward field mapping and un-mapping with formula editor to facilitate creation of calculations and data transformations.
  • Provides query blocks within advanced maps that enable drag- and-drop branching, looping, and other constructs to visually arrange processing logic.
  • Delivers control over how data can be used by enabling integrat ions that conform to marketing initiatives without requiring major customization.

RESULTS: ENHANCED NURTURING AND TARGET MARKETING

  • Allows marketing and sales to quickly begin nurturing to turn p rospects into customers.
  • Enables sales to better personalize engagements with access to additional prospect information generated by marketing.
  • Notifies sales of interesting customer moments that occur during trips so sales can act at the right time and in a meaningful way when reaching out to prospects.
  • Provides customer activity feedback to help marketing adjust fu ture campaigns for more precise target marketing.
  • Transfers sales and marketing information between Marketo and P EAK 15 that flow into both systems from other external data sources.

Fleet Services Streamlines Lead Nurturing by Connecting HubSpot & Microsoft Dynamics™ CRM

To expedite company growth, Fleet Services decided to consolidate its isolated and varied sales and marketing systems into two platforms, HubSpot and Microsoft Dynamics CRM. With the two systems containing all customer and prospect activity, anticipated improvements in business-process efficiencies would enable more sales. However, senior management recognized overall success also hinged on the integration of the two platforms.

COMPLEX MAPPING ABILITIES AND FLEXIBILITY TO INTEGRATE MULTIPLE SYSTEMS

After selecting Microsoft Dynamics CRM to manage sales activities and HubSpot to automate marketing campaigns, Fleet Services considered Scribe Online and a competitive solution for the critical integration component. Relying on input from its trusted IT solution partner, Avastone Technologies, Fleet Services selected Scribe Online—not only for its ability to simplify complex data mappings between systems, but also for Scribe’s ability to integrate with other systems.

AUTOMATIC UPDATES GIVES SALES A JUMP ON WARM PROSPECTS

Now that Avastone has integrated the CRM and marketing platforms by leveraging Scribe Online, Fleet Services can efficiently exchange prospect and customer information, which enables the sales and marketing teams to perform day-today tasks more efficiently. Scribe Online ensures leads generated by HubSpot automatically flow into Microsoft Dynamics CRM so sales activities can commence quickly. The integration also gives marketing the ability to tap into sales results to evaluate campaign effectiveness.

THE CHALLENGE: CONNECT SALES AND MARKETING DATA

  • Identify new CRM platform to help sales track prospects and close more business.
  • Deploy marketing automation platform to help marketing generate more leads and evaluate campaign effectiveness.
  • Integrate CRM and marketing so both teams gain access to data that improves business-efficiencies.

THE SOLUTION: SCRIBE ONLINE INTEGRATION FLEXIBILITY

  • Enables integrations between Microsoft Dynamics CRM and HubSpot to be created easily.
  • Features additional Connectors that can integrate both platforms with other systems.
  • Streamlines process for creating complex data mappings that require multiple if-then statements.
  • Allows data exchanges to occur at any scheduled interval and on-demand as business conditions require.

RESULTS: FIRST CAMPAIGN GENERATES IMMEDIATE RESULTS

  • Creates integrated sales and marketing program to help drive company growth.
  • Drives programs that generate immediate results (50 leads during first email campaign).
  • Allows sales to immediately receive prospect information from marketing so leads can be properly nurtured.
  • Enables marketing to analyze success of marketing campaigns based on prospect information flowing out of CRM platform.
  • Develops foundation for additional improvements in business-process efficiencies with flexibility to integrate with accounting platform and other systems.and early warning for franchise assistance.