Overview
A manufacturing and distribution organization had no CRM in place for its corporate customers and was managing distributor orders entirely through manual processes. With no ability to track secondary sales and disjointed systems across its operations, the organization lacked the end-to-end visibility and efficiency needed to manage its distributor network effectively. To address these challenges, Halsa built an order capture module with self-service capability, integrated it with ERP, and created an API to consume secondary sales data from Tally, delivering faster order placement, distributor self-service, a 40% effort reduction, and analytics on secondary sales.
The Challenge
The organization faced interconnected challenges that were limiting its ability to manage corporate customer relationships, distributor orders, and secondary sales performance:
- No CRM for Corporate Customers: The organization had no CRM system in place to manage its corporate customer and distributor relationships, leaving commercial activity untracked and teams without a structured platform for managing the distributor pipeline.
- Manual Orders: Distributor order placement was handled entirely manually, introducing delays, administrative burden, and the risk of errors into the order management process. The manual approach was not scalable to the volume and complexity of the organization's distributor network.
- Inability to Track Secondary Sales: The organization had no mechanism to track secondary sales (the sales made by its distributors onward to their own customers), creating a significant blind spot in commercial visibility and limiting the organization's ability to understand true market demand and distributor performance.
- Disjointed Systems: Sales, order management, and financial data resided in disconnected systems, preventing a unified view of distributor activity and creating friction across every stage of the order-to-cash process.
Our Solution
Halsa built an Order Capture module with self-service capability, integrated it with ERP, and created an API to consume secondary sales data from Tally, implemented on Sales Cloud (CRM & CPQ). The solution unified the organization's distributor order management and secondary sales visibility into a single, connected environment, replacing manual processes with structured, self-service, and analytics-ready workflows.
- Order Capture Module with Self-Service: An Order Capture module was built on Sales Cloud (CRM & CPQ), enabling distributors to place orders directly through a self-service interface. This replaced the manual order management process with a structured, digital workflow that gave distributors autonomy over order placement while ensuring all orders were captured consistently within the CRM platform.
- ERP Integration: The Order Capture module was integrated with the organization's ERP system, creating a connected data flow between the CRM and the back-office systems managing inventory, fulfillment, and financial processing. This integration eliminated the disjointed systems that had previously separated commercial and operational data and ensured that orders placed through the self-service module flowed directly into the ERP without manual re-entry.
- Tally API for Secondary Sales Data: A dedicated API was created to consume secondary sales data from Tally, the accounting system used by the organization's distributors to record their own sales activity. This API connection gave the organization, for the first time, visibility into secondary sales data, enabling analytics on the volume and patterns of distributor-to-customer sales that had previously been entirely untracked.
The Outcome
Halsa Global's implementation delivered measurable improvements across order speed, distributor autonomy, operational effort, and sales analytics:
- Faster Order Placement: The self-service Order Capture module replaced the manual order placement process with a streamlined, digital workflow, enabling distributors to place orders faster and reducing the end-to-end time from order request to order capture.
- Distributor Self-Service: Distributors gained the ability to place and manage their own orders directly through the self-service platform, removing their dependence on the organization's internal teams for order submission and improving the overall distributor experience.
- 40% Effort Reduction: The combination of self-service order placement, ERP integration, and automated data flows reduced the internal effort required to manage distributor orders by 40%, freeing team capacity for higher-value commercial activities.
- Analytics on Secondary Sales: The Tally API integration surfaced secondary sales data within the platform for the first time, enabling the organization to analyze distributor-to-customer sales activity, understand market demand patterns, and make more informed decisions about distributor support and commercial strategy.
Conclusion
By building an order capture module with self-service capability, integrating with ERP, and creating an API to consume secondary sales data from Tally on Sales Cloud (CRM & CPQ), Halsa Global helped the organization successfully transform its distributor order management and commercial visibility. The absence of a CRM for corporate customers, manual order processes, the inability to track secondary sales, and disjointed systems were resolved through a unified, connected platform, delivering faster order placement, distributor self-service, a 40% effort reduction, and analytics on secondary sales and establishing a scalable foundation for data-driven distributor management.