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How Bringing ERP and CRM Together Benefits Service Companies

Posted on January 15, 2021

After hundreds of Salesforce implementations with Service Firms, and using this system ourselves, we at App Solve have developed an end-to-end implementation package that addresses 80% of what a service business needs. Then we customize the rest for that individual business.

A typical system life cycle of a business, the majority of the time, based on what we’ve seen over the past 7 years as a Salesforce Implementation and Consulting company is the following (this is not unlike our life cycle as well, though admittedly we did begin with Salesforce right away, considering what we do for a living):

The Founder(s) starts the business, and low and behold, they’re able to acquire customers. They now need to be able to invoice the customer and take payments. They can start with invoices in Word/PDF, but they’re going to need to accept payments in the way that their customers want to pay (credit card, cheque, EFT), as well as track financials. This is where many early companies begin with a fairly simple accounting system like Quickbooks. Quickbooks is great! We used it ourselves in the early stages of our business. You can manage cash in, cash out, payroll, and your entire general ledger.

So now the business has Quickbooks, or something similar, and likely applications that enable them to perform the operational part of their business. This could be heavily based on spreadsheets, but depending on the service the company provides, would likely require some type of IT system.

What tends to happen as well is that the company is able to track a customer that is now in Quickbooks or similar. A business wouldn’t want to input an account in Quickbooks unless they’re about to bill them, so naturally, you would only have customer accounts loaded in Quickbooks.

At a certain point, it becomes clear that ‘hey, how do we better track the businesses or individuals that are not doing work with us yet?’ Enter Now the business can manage individuals and businesses that could become a potential customer (leads), the sales cycles they undergo to attempt to turn those leads into customers (opportunities), and everything in between. The business realizes that they need to track the amount of leads that are out there for them, as well as the prospects that didn’t end up becoming customers after the sales cycle was engaged through an opportunity and sales cycle.

As the business grows, the sales cycle becomes more complex. There are more salespeople, and the need to understand what’s happening in sales and marketing becomes that much greater. Onboarded salespeople need to know ‘what needs to be done at stage 3 of the sales cycle’, ‘am I on track?’ or ‘what do I do next?’. This is called guided selling and guides the salespeople through the businesses’ proven process. This is a process we typically implement with our customers so that their proven sales process is followed by their staff and so that onboarding is faster and more efficient.

As a implementation company, this is the point that we’re often engaged with a business, though we’ve also worked with businesses right at inception, as well as several steps down the line.

At this point in the businesses’ life cycle, they now have customer accounts in Quickbooks or similar, leads/prospects being tracked in Salesforce or a similar CRM, and low and behold, they’re winning tons of business! Those leads became customer accounts and contacts in Salesforce or similar CRM, and now we have a major point of duplication in the process.

This ties in with the idea of ERP vs. CRM. Salesforce’s primary position in the market has been businesses must put the customer of their business by making CRM the primary platform your business operates on. Whereas, in the past organizations would focus on their operational process first, like using large ERP systems such as Oracle and SAP. If we start with CRM, organizations avoid inefficiencies and also scale dramatically by putting the needs of our customers first.

At this point in the process customer accounts are being created in Salesforce as a result of sales opportunities being closed, THEN the business needs to go over into the accounting system and create those customer accounts a second time so that they can begin the operational side of the business. After several wins and after several years, the company now has hundreds and thousands of duplicate records, not to mention the inefficiencies and lack of productivity from staff needing to use separate systems to perform their functions. Management is also unable to see analytics across all aspects of the business since they’re in separate systems. With ERP/Accounting within the CRM, real-time insights are driven across all key functions of the business from Marketing, Sales, Operations, and Finance – all on one dashboard.

We focus on Service Companies and ensuring that they don’t come across these pitfalls through their lifecycle of growth.

We set up the system to ensure the ability to address the following:

  • Campaigns and Leads
  • CRM
  • Automated Proposal Creation
  • E-Signature
  • Downstream Operational Automation (Could include Salesforce Field Service)
  • Financials through Accounting Seed
  • Project Management
  • Payroll through Humi and Vendor Payments through Salesforce
  • Analytics

Our Service Company customers are achieving the following results:

  • 30% more effective campaigns
  • 33% increased lead conversion
  • 35% more productive sales teams
  • 36% increased customer satisfaction
  • 36% decrease in report generation time
  • 28% increase in revenue

If you’re interested in learning more, or that this type of solution could be of value for your business, connect with us at

Book a Free Discovery Session

Do you have a question? Do you want to start a project? Get in touch.


Get In Touch With Us

Whether you need industry advice, a product demo or consultation on your next project, contact App Solve for all the resources you need to plan and grow your business.

Toronto Office
1050 King Street West
M6K 0C7

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What Our Customers Are Saying

Digitcom hired AppSolve to streamline Digitcom's processes from Quote to Cash. A digital service provider, Digitcom's requirements are challenging and AppSolve's thorough knowledge of Service Cloud and AccountingSeed ERP and Financial Suite made them uniquely qualified to help.
AppSolve delivered a comprehensive overview of Digitcom's processes. They simplified systems by eliminating half of the business tools currently in use, resulting in more cohesive work flows at a lower monthly spend.
AppSolve's team faced external challenges multiple times during their engagement with us, but managed to keep tightly to their deadlines and deliverables while maintaining a high-quality, professional service.

Digitcom Telecommunications Inc.

"A great long term partner. The team at App Solve has helped us implement several strategically valuable modules, custom design, and workflow processes to our org. We have been working with them for four years now. They understand our business needs and help us scope projects appropriately for our requirements and budget. Planning projects is always difficult when we don't understand the complexity of some challenges. They help us navigate appropriately and are reasonable to work with when original plans inevitably end up drifting into something different than first envisioned."

Craig MacAdam, CFO | Lift North America

"Great team to work with! App Solve knows their stuff. They helped to get Pardot integrated with Salesforce, and I am excited to see what we can do with it."

Dawn Jones, Director of Marketing | Kraun Electric Inc.

"Exceptional work and customer service! We contracted App Solve to help us with an implementation roadmap project and feasibility study. We were very pleased with the level of service they provided, the clarity of communication, and the attention we received. All our needs were addressed! I strongly recommend App Solve, their level of expertise, and customer service are unparalleled."

Asia Nebesnaia, IT Project Manager | Cox Automotive Canada Company

"The App Solve team was very knowledgeable, organized, and worked diligently to set up Salesforce and Pardot within a tight timeframe. We enjoyed working with everyone on the project and appreciated the guidance along the way."

Simon Dealy, CEO | HIRE Technologies

"Experienced partner with good staff. We did our first project with App Solve this past summer. It was implemented professionally and has had a positive impact on our business. The staff are responsive and know their stuff. We will definitely use them again."

Aaron Jones, CEO | Kraun Electric Inc.

"Highly skilled and easy to work with! I’ve been working with App Solve for several years as a Salesforce partner and a software implementor of our platform - Accounting Seed. In my experiences with App Solve, they've been spot on with respect to the Accounting Seed and Salesforce value proposition and I've had countless successful project roll-outs with our mutual customers! Cheers to many more, App Solve!"

Anthony Schermer, Senior Account Executive | Accounting Seed

"App Solve is great to work with, they take the time to understand our business and how best to implement Salesforce solutions to meet our objectives. Very knowledgeable team to work with our company as we rolled out Salesforce across North America to 12 cities, implementing our entire business. It was a pleasure doing business with App Solve. Thank you."

John Chiaramonte, Senior Business Development Executive | Enwave North America LP.

"Extremely pleased. David and his team have been a dream to work with. They are very responsive and complete projects in a timely manner. They also take the time to thoroughly explain things to a novice Salesforce user. I look forward to working with David in the future!"

Sierra Hayes, Operations Manager | Dream Local Digital

"Great Group to work with. We have used App Solve a few times and they have been great to work with. They were very knowledgeable and showed a willingness to work with or organization. I will use them for future consultation."

Chris Haase, President | Environmental Products Group

"We worked with the App Solve team to implement Salesforce for our organization, including the main system architecture and setting up the data model needed for our business. They have been a true partner in getting us rolling with Salesforce and have also been of great assistance in tackling smaller projects after the implementation was largely completed."

Gregory Kennedy, Controller | Generis

"Fantastic experience working with Pattie & David. Our company recently completed the transition to Lightning with the competent, guiding hand of Pattie. This transition provided us the perfect opportunity to fix an ongoing issue that was caused by a custom-built feature. Pattie & her team took the time to clearly understand the issue and to take the proper steps to fix it. I would highly recommend App Solve to anyone looking to integrate Salesforce into their business."

Lee-Anne Golden, Managing Director | Urban Flats Toronto

"A true partner. The team at App Solve is amazing. We have truly valued their expertise and consider them a partner, helping us maximize our Salesforce experience. They have been lifesavers on more projects than I can count. We look forward to a long and productive relationship. 5 stars all around!"

Kerrie LePage, Director of Marketing and Product Management | Edenred Commuter Benefit Solutions

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