ABOUT CUSTOMER

Osborn is a global leader in surface treatment and finishing solutions, serving over 120 countries with a rich heritage dating back to 1887. Known for its extensive portfolio of industrial brushes, polishing tools, abrasives, and customized surface-finishing solutions, Osborn supports key industries such as automotive, aerospace, metal fabrication, energy, construction, and medical manufacturing. With strong operations across the USA and EMEA, the company focuses on process optimization, innovation, and delivering both standard and tailor-made tools to enhance manufacturing efficiency and quality. Backed by a highly skilled global team, Osborn combines technical expertise with customer-centric service to help manufacturers

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Industry : Industrial Machinery Manufacturing
Location : USA and EMEA
Application & Services Used: Zoho CRM

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CHALLENGE

Challenges faced by Osborn - USA Entity

• Ineffective Zoho CRM Setup: The Osborn-USA team was already using Zoho CRM but, the system required improvisations to get appropriate visibility into customer and sales data.
• The system lacked integration with their existing SAP software.

Challenges faced by Osborn - EMEA Entity

• The EMEA region lacked a dedicated CRM platform, resulting in decentralized data, manual processes, and limited tracking of Leads, Deals, Contacts, and customer interactions.
• Field teams relied on manual planning and reporting due to the absence of Route Management tools.

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SOLUTION

Zoho CRM Improvisation and SAP integration for USA Entity

V-Align Technologies significantly enhanced Osborn’s USA sales operations by configuring the core Zoho CRM modules, including Leads, Deals, and Contacts, to align with their sales workflow and enhance data accuracy. This restructuring streamlined the entire sales process, strengthened data consistency, and ensured proper tracking at every stage. The enhanced CRM foundation provided the sales team with a more intuitive and reliable system that supports better forecasting, faster follow-ups, and more informed decision-making.

A robust SAP to Zoho CRM integration was implemented using a secure middleware API framework, enabling real-time syncing of Quotes, Invoices, Contracts, Payments, and Credit Notes into Zoho CRM. This seamless data flow eliminated manual intervention, reduced reliance on SAP access, and ensured that all customer transaction details were readily available in one place. The sales team now has complete visibility into every customer interaction, allowing them to provide faster responses, improve communication, and drive better sales performance.

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Zoho CRM and RouteIQ Implementation for EMEA Entity

A comprehensive Zoho CRM system was implemented for Osborn’s EMEA operations, designed to align with their global sales structure while supporting regional requirements. Core modules such as Leads, Deals, Contacts, and Accounts were configured to establish a consistent and efficient sales workflow across countries. Alongside the CRM rollout, a secure middleware-based SAP integration was deployed to bring critical transactional data directly into Zoho CRM. Quotes, Invoices, Contracts, Payments, and Credit Notes were synced automatically, giving the sales team complete visibility into customer history without needing SAP access. This combined CRM and SAP ecosystem created a unified platform that strengthened data accuracy, improved collaboration, and enabled faster, more informed sales decisions.

To enhance field sales effectiveness, RouteIQ was implemented for the EMEA team with features like optimized route planning, territory mapping, and GPS-enabled check-ins and check-outs. All field activity data was seamlessly connected back to Zoho CRM, giving managers real-time visibility into customer visits, schedules, and performance. This integration elevated on-ground productivity, improved planning accuracy, and ensured better accountability across the field sales function.

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RESULTS

1. ‍Centralized & Consistent Global Sales Processes: Both regions now operate on a unified Zoho CRM structure, ensuring standardization across Lead management, Deal flow, and customer data handling.‍
2. Complete Visibility into Transaction Data for Sales Team: Sales teams can now view Quotes, Invoices, Contracts, Payments, and Credit Notes directly in Zoho CRM without needing SAP access—leading to faster decision-making and reduced dependencies.‍
3. Improved Data Accuracy & Zero Duplication: Auto-sync between SAP and Zoho eliminated manual data entry and significantly reduced customer data discrepancies.‍
4. Enhanced Sales Productivity: Sales teams spend less time coordinating internally for SAP details and more time engaging customers and closing deals.‍
5. Streamlined Field Sales Operations for EMEA Region: With RouteIQ, field teams can now plan optimized sales routes, Log visits effortlessly, Increase productivity and Generate accurate reports. ‍
6. Scalable Global Tech Foundation: Osborn now has a robust, future-ready CRM ecosystem that can be easily scaled to additional regions and integrated with more applications.