Data Velocity at Scale: Modernizing American Construction Supply with HubSpot and Epicor BisTrack
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OVERVIEW Industry leading construction supplier levels up sales process with HubSpot
American Construction Supply is a premier regional powerhouse in construction materials and equipment. Tasked with supporting massive infrastructure projects, the organization operates with a high degree of operational complexity. Led by owners Jarred and Kam Wheeler, the company’s mission is to provide seamless supply-chain reliability. To maintain this standard, they recognized the need to move away from fragmented data silos and modernize their sales engine through a centralized, enterprise-grade CRM.
CHALLENGE Fragmented Data and Technical Debt
Before partnering with Instrumental, American Construction & Supply faced significant hurdles in establishing a viable CRM that could support a modern sales team. Key challenges included:
- Operational Silos: A lack of centralized tools meant the sales team struggled to engage clients effectively and track activities.
- Data Integrity Risks: The organization relied on Epicor BisTrack as its central source of truth and Domo for business intelligence, but lacked a functional bridge to a CRM, leading to manual friction.
- Visibility Gaps: Leadership lacked the necessary management reporting and forecasting capabilities to make data-driven decisions.
- Manual Overhead: The team needed to move away from manual tracking toward a system that empowered sales with automatic updates regarding invoicing, trends, and opportunities.
MULTI-PHASE SOLUTION The Pioneer’s Approach to Integration
Following a 16-week timeline, Instrumental architected a comprehensive re-platforming to HubSpot Sales Hub Enterprise. The solution focused on deep integration and team empowerment:
- HubSpot Sales Hub Configuration:
- Architecture: Built custom pipelines and deal stages to match the unique ACS sales process.
- Automation: Implemented five custom workflows for deal notifications and internal data automation, alongside lead routing and assignment rules.
- Sales Productivity: Configured sequences, snippets, templates, and meeting links to increase team velocity.
- Epicor BisTrack Integration:
- Bi-Directional Development: Dedicated 150+ hours to architecting a custom API integration for bi-directional sync.
- Object Mapping: Developed endpoint mapping for four core objects: Contacts, Companies, Products, and Orders.
- Data Structure: Created dozens of custom fields across records to ensure high data integrity between the ERP and CRM.
- Reporting & Analytics:
- Configured a primary KPI dashboard with custom metrics to provide at-a-glance visibility into goal performance
- Configured a primary KPI dashboard with custom metrics to provide at-a-glance visibility into goal performance
RESULTS Unified Data and Sales Velocity
The implementation has redefined how American Construction & Supply manages their customer lifecycle:
- Established a CRM of Record: The team now operates within a single, unified system that serves as the definitive source for all sales engagement.
- Automated Intelligence: Sales representatives now receive automatic reminders regarding sales trends and invoicing, allowing them to focus on active selling rather than administrative tracking.
- Greater Data Control: By integrating directly with BisTrack, the organization achieved increased data integrity and eliminated the "black box" of siloed information.
- Forecasting Accuracy: Leadership gained the high-level reporting and forecasting visibility required to steer the organization's growth.
IMPACT A Foundation for Scalable Growth
By replacing fragmented processes with a sophisticated HubSpot Sales Hub Enterprise build, American Construction & Supply has moved from a state of technical debt to one of "Frontier Excellence". The bi-directional sync with Epicor BisTrack ensures that their "central source of truth" remains accurate while providing the sales team with modern, agile tools. With a system built for rigor and momentum, the end-users are now equipped to scale operations with clarity, making their continued expansion in the construction supply market inevitable.