Case Study: CRM + ERP Project for a Mid-Sized Manufacturer in Bursa

Starting Point: Excel Files and Different Realities

Imagine a mid-sized manufacturer in Bursa that sells through dealers. The sales team works with Excel files, ERP is used only for invoicing, and the warehouse keeps stock in a separate application. The result: each department has its own version of the “truth”.

Summary of Problems

• Visit and quotation records live in Excel; nobody is sure which file is up to date.
• Stock status is always “uncertain” in the eyes of the sales reps.
• Overdue receivables are not visible in the field, making risk management difficult.
• Management cannot see sales, stock and collection information together in a single view.

1. Step: Collecting Customers and Visits in CRM

In the first phase, a Bursa-focused CRM project was launched:

• All customer and prospect records were centralised in a single CRM.
• Weekly visit plans started to be created and followed inside CRM.
• Quotations and opportunities were logged in the system and Excel was completely abandoned.
• Quotation forms on the web site were connected directly into CRM.

Within the first two months, CRM adoption among the sales team rose above 80%.

2. Step: Clarifying Stock and Order Processes in ERP

In the second phase, the processes on the ERP side were reviewed:

• Stock cards and warehouse structure were simplified.
• The order → delivery note → invoice flow was standardised with clear document rules.
• Dedicated codes and reports were defined for returns and scrap so they could be tracked consistently.

This made core stock and shipment data more reliable for everyone.

3. Step: Integrating Bursa CRM and ERP

In the third phase, CRM and ERP started to talk to each other:

1. Approved quotations in CRM were automatically transferred as orders into ERP.
2. Shipment information from ERP was written back into CRM for each related opportunity.
3. Overdue receivables and risk limits from ERP became visible on the CRM customer card.

Sales reps could now see both order status and the customer’s risk level from a single screen.

Tangible Gains in the First 6 Months

• Visit visibility: Monthly visit reports clarified coverage by region and dealer.
• Quotation conversion: Opportunity tracking revealed which products and regions were winning more.
• Stock errors: Standardised processes reduced wrong shipments and unnecessary returns.
• Collection tracking: Overdue receivables became visible in the field and communication between sales and finance improved.

Cultural Change for the Bursa Team

Beyond the technical improvements, there was also a cultural shift:

• Sales, warehouse and finance started to talk using shared dashboards instead of separate Excel files.
• The mindset moved from “my Excel is the most up to date” to “what does the system show right now?”.
• Management meetings became less about gut feeling and more about data-backed reports.

Conclusion: A Model Path for Companies in Bursa

This case is a familiar story for many manufacturers in Bursa. With the right sequence and a lean scope, CRM + ERP integration delivers measurable gains for both field and office teams.

If you are planning a similar transformation in your own organisation, we can analyse your current processes together and define a realistic roadmap.