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Metal Mafia: Eliminating 4,500 Hours of Annual Overhead

How strategic growth engine and automation transformed productivity: From five-minute order delays and platform switching to one-click efficiency and 25% sales team performance boost

+
25
%

Sales Team Productivity

~
4500
h

Annual Overhead Reduction

3
x
CRM, ERP, eCommerce Integrated

 

Get Your 90-Day Growth Diagnostic
Metal Mafia Logo

Industry

 

Wholesale Body Piercing Merchandise

Platform

 

Adobe Commerce Cloud, Salesforce Sales Cloud

Challenge

 

Substantial Operational Overhead

Investment

 

Integration Development & Custom Automation

THE CRISIS

Time Spent on Busy Work. Takes Too Much Time to Complete Tasks.

 

Daily Business Challenges:

Legacy System Dependency

Custom Functionality Loss

Metal Mafia's sales team relied heavily on custom features in their old CRM—seamless call capture, integrated notes, and efficient customer workflows. Salesforce failed to deliver the same experience after the migration.

Platform Fragmentation

Disconnected Systems

Salesforce CRM wasn't connected to essential tools and systems, creating significant operational overhead as the business consolidated operations online through Adobe Commerce.

Workflow Inefficiency

Five-minute Order Process

Sales reps needed to initiate calls in Salesforce, then switch to Adobe Commerce backoffice, search for customers, and manually start order process—consuming five minutes per order with thousands of weekly transactions.

Business Impact: For Metal Mafia, a US-based B2B wholesale distributor, sales team efficiency directly determined revenue capacity

With thousands of weekly orders, five-minute delays per transaction compounded into massive annual overhead. The company needed a growth engine solution that preserves business critical flows and processes to enable growth and scale.

THE TRANSFORMATION

Operational Growth Engine

TechNWeb developed a tailored strategy involved integrating Salesforce with Adobe Commerce combining standard functionality with custom automation specifically addressing Metal Mafia's unique sales process requirements and minimizing the operational overhead challenge.

CS-CC-LN-Metal Mafia

Sales Workflows and Platforms

Our approach focused on understanding the legacy and new sales team workflows and designing solutions, ensuring the outcomes provide efficiency gains.

  • Unified CRM Environment

    Integrated Salesforce with Adobe Commerce providing sales team seamless platform for call initiation, note capturing, and customer information updates

  • Quick Order Button Innovation

    Developed custom "magic button" enabling sales reps to directly access Adobe Commerce order form preloaded with customer information from within Salesforce

  • Workflow Automation
    Eliminated multiple platform switches, backend searches, and manual navigation steps consuming five minutes per order across thousands of weekly transactions
  • Custom Functionality Preservation
    Replicated critical home-grown CRM features within integrated environment, maintaining sales team productivity during platform transition
Implementation Phases:

Phase 1: Requirements Analysis and Solution Design

Workflow Understanding

  • Analyzed existing sales team processes and custom CRM functionality dependencies
  • Evaluated standard integration options against actual workflow requirements
  • Identified opportunity for custom automation beyond out-of-box capabilities
  • Designed Quick Order button solution eliminating workflow friction

Strategic Innovation:

Better Than Requested

Proposed implementation solution superior to functionality initially requested

Phase 2: Growth Engine Implementation

Platform Connection

  • Developed custom Quick Order button accessing preloaded order forms
  • Configured seamless data flow between platforms
  • Established unified customer view to accelerate sales

Technical Achievement:

Seamless Navigation

Effortless interaction between Salesforce and Adobe Commerce platforms

 

Phase 3: Automation and Efficiency Gains

Productivity Transformation

  • Eliminated five-minute order process delay per transaction
  • Consolidated management systems into unified environment
  • Reduced platform switching disrupting sales rep focus
  • Enabled sales team to allocate attention toward customer relationships

Measurable Impact:

4,500 Hours Saved

Annual overhead elimination through five-minute per-order efficiency gains

THE OUTCOME

Strategic Automation Multiplies Sales Team Capacity

+25%
Sales Team Productivity
4500h
Saved Annualy
3x
CRM, ERP, eCommerce Integrated

"Coming through the website creation, moving to the new CRM platform, changing and upgrading Magento — all this over the last few years was quite challenging. A long time ago, we had a web team that was a disaster. They were followed by another one that wasn't all that much better. And finally, we found a good partner to work and grow with."

Vanessa Nornberg Headshot
Vanessa Nornberg-Barey
CEO, Metal Mafia

KEY TAKEAWAYS

What This Means for Your Business

Small Inefficiencies Compound at Scale

Metal Mafia discovered five minutes per order seemed trivial until multiplied across thousands of weekly transactions. Result: 4,500 hours of annual waste that integration eliminated.

 

Your takeaway:

Calculate how minor workflow delays multiply across transaction volume in your business.

Custom Automation Beats Standard Solutions

Standard extensions couldn't meet requirements. Custom Quick Order button delivered functionality that transformed sales team efficiency beyond what seemed possible initially.

 

Your takeaway:

Don't settle for "close enough" solutions when custom automation can deliver genuine efficiency.

Partner Capability Determines Success

After two failed vendor relationships, Metal Mafia needed partner who wouldn't say "no" to custom requirements and could deliver better solutions than initially imagined.

 

Your takeaway:

Evaluate partners on problem-solving capability and willingness to customize, not just standard offerings.

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