DMS–CRM Integration for a Machinery Dealer
Connecting the dealer management system with Salesforce cut order processing time by 40%.
How the integration works
The dealer management system pushes orders, inventory and customer records into Salesforce in near real time, while updates made by the sales team flow back automatically.
- Bidirectional sync every 5 minutes
- Conflict resolution with audit log
- No manual re-keying of orders
“For the first time our sales team works from one system — the integration simply disappears into the background.”
| Before | After | |
|---|---|---|
| Order processing | ~50 minutes | ~30 minutes |
| Data entry | Twice, manually | Once, synced |
| Source of truth | Two systems | Salesforce |
“For the first time our sales team works from one system — the integration simply disappears into the background.”
The challenge
Disconnected systems
Sales data lived in the DMS and in Salesforce with no link between them.
Duplicate data entry
Every order was typed twice, causing delays and transcription errors.
The solution
Bidirectional integration
A middleware layer syncs orders, inventory and customers both ways.
Automated conflict handling
Field-level rules decide which system wins, with a full audit log.
Technologies
Salesforce Sales Cloud
CRM platform and system of record for the sales team.
About Maschinenhandel GmbH
A machinery dealer in the DACH region selling and servicing construction equipment through a network of branches.