How Geosynthetics Unified Their CRM and ERP Systems
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Geosynthetics is the UK’s largest independent geosynthetics supplier, supporting the civil engineering and construction sectors with high-quality products, technical expertise and industry-leading customer service. As the business continued to grow, they needed systems that could support its operations more efficiently and provide greater visibility across the organisation.
This is when Geosynthetics contacted enable.services, CRM and integration experts. What initially began as a CRM implementation project, soon developed into a wider ERP and CRM integration project. During conversations with Senior Management Assistant Mary-Jane and Operations Manager Melissa, the team explored the benefits of connecting their systems and improving data flow across the business.
Keep reading to learn how manufacturing business Geosynthetics transformed its operations through integrated ERP and CRM solutions.
The Challenge
When Geosynthetics approached enable.services in late 2024, their existing systems were creating inefficiencies across the business.
The company was using Access Dimensions ERP alongside aCloud CRM, but the two systems were not integrated effectively. Information had to be manually transferred between platforms, creating additional administration and making it difficult for teams to work from a consistent set of data.
One of the biggest challenges was the quote management process. As Mary-Jane explained, “the team were manually writing quotes out” creating unnecessary work and slowing down processes that should have been straightforward.
Reporting was also becoming increasingly difficult. With information spread across multiple systems, gaining a clear picture of performance often meant manually gathering and comparing data from different sources.
“It often felt like a guessing game as to what was working and what wasn't working for us"
As the business continued to grow, Geosynthetics needed a solution that would connect its systems, improve visibility and remove the manual processes that were holding teams back. Melissa highlighted that the partnership was equally as important to them expressing “we were looking for someone to partner with who was going to give us honest advice”.
Key Challenges
- Access Dimensions and aCloud were not integrated despite being provided from the same company
- The team was manually writing quotes
- Important data was spread across multiple systems, making reporting limited
- Teams were working from different data sources, causing time-consuming admin tasks
The Solution
enable.services worked with Geosynthetics to implement a fully integrated SugarAI (SugarCRM) and NetSuite solution, bringing CRM and ERP data together, creating a transparent data window between the platforms in real time.
“From a management perspective it does give us a lot more visibility"
A key focus of the project was automating the quote-to-order process. Previously, accepted quotes required manual handling before progressing through the business. Today, that process happens automatically, removing a significant amount of repetitive administration and reducing delays.
“All of our quotes, as soon as they're closed or accepted, get pushed straight into the ERP system”
The integration also connected customer, product and operational data, helping departments work from the same information and improving collaboration across the business. According to Mary-Jane, the system has “streamlined workflows and our team understands what needs to be on a quote to aid other departments, bringing us closer internally.”
To improve visibility, enable.services introduced real-time dashboards and reporting tools, giving teams access to accurate data whenever they need it. Forecasting capabilities were also enhanced, helping the business gain a clearer understanding of future opportunities and workload.
“The biggest thing we’ve gained is being able to see the conversion rates, so we can see where we're doing well "
The solution was designed to be flexible. Through a sandbox environment, Geosynthetics can safely test and refine changes before deploying them live. As Mary-Jane noted, “us being able to design things ourselves within the system has been fantastic,” allowing the business to adapt the platform as requirements evolve in real time.
Solution Highlights
- Automated quote-to-order processing
- Connected customer, product and operational data
- Real-time dashboards and reporting
- Improved forecasting and planning
- Sandbox environment for testing and development
The Results
Since migrating to SugarAI and NetSuite, Geosynthetics has significantly improved efficiency, visibility and collaboration across the business. By connecting previously disconnected systems and automating key processes, the business has reduced administration, improved access to information and created a more streamlined way of working across departments.
One of the most notable outcomes has been the impact on quote processing. By automating key stages of the workflow and removing manual handovers between systems, Geosynthetics has been able to accelerate turnaround times and improve overall efficiency.
"we've reduced quote turnaround times to 14 days, which is great”
The reduction in administration has also enabled employees to focus on higher-value activities. This has been particularly beneficial for the sales team, who now spend less time managing processes and more time supporting customers and developing opportunities. As much of the routine work now happens automatically in the background, Mary-Jane explained that the team can “be more proactive” because they no longer need to spend time on “day-to-day admin tasks” as “a lot of it is now automated.”
Visibility across the organisation has improved significantly as well. Rather than relying on manually compiled reports or information gathered from multiple systems, teams now have access to real-time dashboards and accurate business data. This has provided greater confidence in decision-making and a clearer understanding of performance across the business. According to Melissa, the new approach has enabled the team to “show a lot more visibility within the business with live dashboards showing true data,” helping leaders make faster, more informed decisions while improving forecasting and planning.
Outcomes
- Reduced quote turnaround times to 14 days
- Significantly reduced manual administration
- Improved collaboration between departments
- Real-time reporting and visibility
- More proactive sales activity
- Better forecasting and planning
Would you recommend enable.services?
Beyond the technology itself, the partnership between enable.services and Geosynthetics has played an important role in the project’s success.
“Having you guys there to support us in doing what we want to do has been invaluable”
Through a collaborative approach and ongoing support, enable.services has helped the business not only implement a new platform, but continue to optimise and develop it as requirements evolve.
“We would definitely recommend enable. It’s a proactive and open relationship, and I haven't come across anyone who isn't helpful. It’s so refreshing to talk to people who actually want to work with us.”
Want help connecting your ERP to a CRM?
enable.services helps organisations connect their CRM and ERP systems to eliminate manual processes like quote creation, remove time-consuming admin tasks and sync data across two systems.
If your systems aren’t communicating effectively, contact us to discover how integration and automation can help your business operate more effectively and support future growth.
