Supercharging your ERP/MRP to drive revenue growth: a manufacturer’s perspective

Attend our upcoming workshop in partnership with Business Canterbury and ERP experts Endeavour.

An ERP (enterprise resource planning) or MRP (manufacturing resource planning) system is at the heart of managing a manufacturing business, but how can you extend these systems to meet the needs of existing and potential customers who are increasingly online?

B2B buyers are taking control of their purchasing journeys like never before. Recent studies reveal that nearly 50% of B2B buyers initiate their purchase process online, even for high-cost products. This shift towards a more digital-first approach presents both opportunities and challenges for manufacturers. While the digital world offers new avenues for growth and engagement, it also necessitates a fundamental rethinking of how businesses interact with their customers.

Manufacturers face significant hurdles when adapting to this increasingly digital buyer journey. Many rely on proven ERP systems, such as Oracle Netsuite, MYOB Advanced or Microsoft Dynamics, to manage their business processes. While these ERP systems are invaluable as the central source of truth for business operations, they are not designed for digital engagement and nurturing.

The result? A disconnect between the rich, data-driven insights available in your ERP and the need for effective, personalised interactions with potential buyers.

There’s a solution that can bridge this gap so you can realise your digital potential: integrating a CRM platform like HubSpot with your ERP system.

Why extending your ERP is important

A CRM platform compliments your ERP with capabilities across sales management, customer service, and lead generation. It excels at providing personalised experiences, streamlining communication, and nurturing leads through the buyer's journey.

How? There are some specific potential gains:

1. Smarter sales management
   Sales management in a digital world requires more than just tracking leads and managing pipelines. It demands a deep understanding of customer behaviour, preferences, and engagement patterns. By integrating a CRM with your ERP system, you can synchronise data across platforms, providing your sales team with a 360-degree view of each prospect and customer.

This integration allows for real-time updates and insights, so that your sales team has access to the most current information. For example, when a lead interacts with your digital content or engages with your marketing campaigns, this information can be easily fed into the CRM. The result is a more informed sales approach, with personalised strategies based on comprehensive, up-to-date data.

2. Streamlined customer service
   Customer service is another area where connecting your CRM and ERP can make a significant impact. A CRM’s customer service tools are designed to streamline support processes, improve response times, and improve customer satisfaction. When connected to your ERP system, this functionality is greatly amplified.

For instance, customer service representatives can access order histories, inventory levels, and other critical information directly from the CRM. This integration makes sure that support teams can address issues quickly and accurately, providing a more responsive and effective service experience. Not only that, but it facilitates better tracking of service requests and resolutions, so you can identify trends and areas for improvement.

3. Improved lead generation and nurturing
   Effective lead generation and nurturing are crucial for driving business growth. A CRM like HubSpot offers a suite of tools designed to attract, engage, and convert leads. However, integrating these tools with your ERP system enhances their effectiveness by providing deeper insights into customer behaviour and preferences.

For example, data from your ERP system can inform more targeted marketing campaigns within the CRM. By understanding purchasing patterns, order histories, and other relevant data, you can tailor your outreach efforts to align with the specific needs and interests of your prospects. This level of personalisation increases the likelihood of converting leads into loyal customers and drives more meaningful interactions throughout the buyer's journey.

Maintaining ERP as your ‘Source of Truth’

One of the primary concerns when integrating systems is maintaining the ERP as the ultimate source of truth for your business operations.

By creating a flow of information between a CRM and your ERP system, all data remains accurate and up-to-date across platforms. This integration allows you to leverage the strengths of both systems without compromising the reliability of your core business data. It also simplifies reporting and analytics, providing a unified view of your business performance and enabling more informed decision-making.

Join Us for a Free Session (with breakfast!)

Ready to explore how integrating the HubSpot CRM with your ERP system can transform your business? Don’t miss our upcoming free session Friday 4th of October, 7.30am-9.30am at Business Canterbury where we’ll explore the benefits of this integration and how it can drive your growth.

Workshop speakers

Tim Ryley (CEO, Endeavour)

Endeavour is a highly respected ERP implementation company specialising in manufacturing and wholesale trade, having completed projects for firms such as TMC Trailers, Sollys and Advanced Concrete. Tim has over 25 years of experience in delivering ERP for manufacturers.

Owen Scott (Managing Director, Concentrate)

Concentrate is recognised as the go-to HubSpot agency in this part of New Zealand, with a strong track record of delivering solutions for manufacturers. Clients include Goodman Fielder, Tait Communications and ANZCO Foods. Owen began his career in food manufacturing and founded revenue growth agency Concentrate in 2004.

What to expect:

• How ERPs are evolving to support manufacturing businesses and enhance decision-making
• The risks of manufacturers becoming invisible in a digital age
• How a digital-first CRM like HubSpot can supercharge your ERP/MRP for revenue
  growth
• Examples of Kiwi manufacturers who are investing and succeeding with their digital strategies

Who should attend:

• Manufacturers
• Implementers of management systems
• CEOs / GMs / Head of revenue / Head of sales at mid-large manufacturers/wholesale distribution in Canterbury region

Cost:

• Free to attend
• Light breakfast included
• Register & details here.