Environmental Lights: Saving Hundreds of Hours Weekly Through Integration
How critical integration prevented CRM abandonment: From manual data duplication threatening Salesforce viability to seamless automation saving massive operational overhead
Industry
LED Lighting Manufacturing
Platform
Adobe Commerce & Salesforce Sales Cloud
Challenge
Integration essential for CRM viability
Investment
Comprehensive Integration & Migration Support
THE CRISIS
CRM Investment at Risk Without Accurate Data
The Business Challenges Threatening Operations:
Data Accuracy Risk
Human Error Multiplication
Manual duplication created ongoing risk of mismatched data, typos, and inconsistencies across systems, undermining data reliability and decision-making confidence.
Sales Team Inefficiency
System Switching Burden
Sales team couldn't access customer and order information within Salesforce, forcing constant platform switching and manual lookups that disrupted workflows and productivity.
CRM Viability Crisis
Abandon or Integrate?
Environmental Lights faced abandoning their Salesforce CRM investment entirely. Without integration, manual data duplication requirements would eliminate any incremental value the CRM provided.
Business Impact: For Environmental Lights, a San Diego-based industry leader in LED lighting solutions for studios, stages, and live events, the situation was critical
CEO Jamison Day recognized that without seamless integration, the company would "have to abandon CRM" entirely, eliminating strategic sales capabilities essential for growth in their competitive market.
THE TRANSFORMATION
Mission-Critical Integration Preserving CRM Investment
TechNWeb delivered comprehensive integration solution synchronizing millions of records between Adobe Commerce and Salesforce while managing platform upgrade, transforming potential CRM abandonment into operational advantage
Complete System Integration
Our approach addressed immediate integration requirements while ensuring continuity through Adobe Commerce platform upgrade
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Millions of Records Synchronized
Established seamless data flow between Adobe Commerce and Salesforce, eliminating manual duplication requirements consuming hundreds of weekly hours
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Real-Time Sales Team Access
Enabled sales team to access all Adobe Commerce information within Salesforce interface, with extensive linking for detailed drill-down when needed
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Magento 1 to 2 Migration SupportFacilitated platform upgrade while maintaining integration continuity, ensuring uninterrupted sales operations through transition
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B2B Quote IntegrationConnected Adobe Commerce B2B negotiable quotes functionality with Salesforce, streamlining complex B2B sales processes
Phase 1: Implementation
Foundation Development
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Designed integration architecture synchronizing millions of records between platforms
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Established real-time data flow eliminating manual entry requirements
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Implemented extensive system linking enabling seamless navigation
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Created unified data access within Salesforce interface
Critical Achievement:
CRM Viability Restored
Integration eliminated abandonment risk by removing the administrative burden
Phase 2: Operational Efficiency
Automation Deployment
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Automated account information synchronization across platforms
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Eliminated manual quote recreation requirements
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Integrated catalog and pricing data management
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Removed human error risk from data duplication processes
Operational Impact:
Hundreds of Hours Saved
Weekly time savings from eliminated manual data entry and system switching
Phase 3: Platform Enhancement
Continuity Through Transition
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Managed Magento 1 to Magento 2 migration maintaining integration functionality
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Ensured sales operations continuity through platform upgrade
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Enhanced integration capabilities with Adobe Commerce features
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Provided responsive support through implementation challenges
Strategic Success:
Seamless Transition
Platform migration achieved without integration disruption or operational impact
THE OUTCOME
Integration Transforms CRM from Liability to Asset
"If I imagine the world without our [TechNWeb], essentially, I think we would have to abandon CRM. Every time you update account information, you'd have to also update in Salesforce, and then every time you had a quote in Magento, you'd have to recreate it in Salesforce. The amount of time it would take to do the administration of that would likely dwarf the incremental value of having a CRM."
KEY TAKEAWAYS
What This Means for Your Business
Integration Makes or Breaks CRM Investment
Environmental Lights would have abandoned Salesforce entirely without integration. Manual duplication requirements would have eliminated CRM value, wasting prior investment and future potential.
Your takeaway:
Evaluate whether your CRM integration prevents or enables strategic sales capabilities.
Hidden Manual Overhead Destroys ROI
Hundreds of hours weekly consumed by duplicate data entry represented massive hidden cost. Integration transformed labor expense into strategic capacity.
Your takeaway:
Calculate actual time your team spends on manual data duplication across systems.
Platform Transitions Require Integration Continuity
Magento 1 end-of-life created forced migration. Maintaining integration through platform transition prevented operational disruption during critical change.
Your takeaway:
Assess integration stability when facing required platform migrations or upgrades.
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