Automotive Transformation Group

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Automotive Transformation Group saves over 1,000 hours of manual work with SugarCRM.

Automotive Transformation Group is a recently-formed company comprising of GForces Web Management, Autoventura, and Salesmaster. These three companies join the dots of automotive e-commerce, creating the ultimate organisation to facilitate financing, inventory and stock management, and website systems.

SugarCRM allowed Automotive Transformation Group to avoid a £650k+ cost

SugarCRM dashboard

The coming-together of these three companies required a single source of truth; a system that allowed them to centralise all of their data and pick up where they left off. They needed a scalable platform to allow for the new information and processes coming from the company merges. Arguably the most important requirement was a single pipeline, used for planning timelines, resources, targets, budgets, and performance.

GForces Web Management had been a SugarCRM and customer for over 13 years, using the system to manage their entire customer journey. Whereas, Autoventura were using Salesforce and OnePage, and Salesmaster were using spreadsheets as a CRM system.

The merge of companies raised the internal investigation into whether they should all migrate to Salesforce or continue with SugarCRM. However, GForces Web Management’s strong relationship with and their powerful, bespoke SugarCRM system made the decision inevitable. Automotive Transformation Group decided to stay with SugarCRM.

Another reason for this was the cost. If they had moved over to Salesforce, the estimated cost of migration and licences was over £650,000. Staying with SugarCRM saved them this cost and instead allowed them to continue with the dynamic system they had through

Try SugarCRM for free now.’ Helpdesk team also emphasised the need to stay with SugarCRM for Automotive Transformation Group. Our in-house UK agents are always on-hand to help with any issue or query, with extremely fast response and resolution times. Chris Laird, Sales Director, also mentioned how senior members of the team are always available should they need second-line support.

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A system for their whole organisation

Automotive Transformation Group identified that SugarCRM manages its processes completely, from prospecting to onboarding. Chris Laird, Sales Director, says that SugarCRM and are ‘absolutely essential’ to the business’ operations.

Departments within Automotive Transformation Group that use SugarCRM:

  • Marketing
  • Telesales
  • Business Development
  • Account Management
  • Customer Success
  • Production and projects
  • Finance
  • Executive

The executive team are able to see key insights with SugarCRM’s customisable dashboards. KPIs, sales performance, revenue, and other important metrics are available at a glance.

Reports on key sales data are automatically sent to the relevant team, giving a daily snapshot of the pipeline. This saves the time and effort associated with manually building and sending out reports.

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How SugarCRM became a central platform with custom development and integrations

GForces Web Management were also a VoIP customer; using the seamless integration between this and SugarCRM allowed their telesales to work with ease. So, continuing to utilise our flexible VoIP solution after the merge into Automotive Transformation Group was a no-brainer. This integration automatically logs inbound and outbound calls, provides a pop-up Call Manager window to show you who’s calling, and makes call reporting and monitoring easy.

When asked what his favourite features of VoIP were, Chris said they are the mobile app and the clean integration with their SugarCRM system. It allows their team to work from home when needed, without any of the usual interruptions and inconvenience.

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Other systems Automotive Transformation Group have integrated with include:

  • Jira
  • BusinessCentral
  • Sage

The finance and account system integrations reduce the time spent on manually creating invoices and sending them out. In the past 12 months, over 30,000 invoices have been automatically produced and delivered. This is all completely powered by SugarCRM.

Chris Laird, Sales Director, says he ‘wouldn’t be able to operate without us’.

Over the past 12 months, integrating SugarCRM with Jira has saved their team from manually creating nearly 6,000 work request tickets. The automatic ticket creation allows the staff at Automotive Transformation Group to focus on other tasks, letting the system do the work.

GForces worked with our team at to create a bespoke system that automated each part of their process, from prospecting to onboarding. Our in-house team of developers and configurators are here to turn SugarCRM visions into reality.

This system has now advanced to allow Automotive Transformation Group to thrive, giving them a place to manage all of their processes.

GForces Web Management worked with us over a number of years to refine their system into an easy-to-use path from enquiry through to sending out a quote for new and repeat business. Now they are Automotive Transformation Group; not only do we assist the users with ‘the next step’, but we have kept a keen eye on reporting requirements, allowing management to see what they need when they need it. We’ve collaborated a number of times on extensions to SugarCRM that have enhanced usability and, by association, adoption.

Ben Manning, Product Manager