Active • Building Materials / Retail • Regional multi-location
🪵
The Lumber Company
The Reality
Building permits as sales intelligence
External Data Integration Proactive Sales ERP Bridge
⚠️ What Was Actually Happening
They sell building materials to contractors across a multi-state region.
Permits are public record. When someone pulls a permit, they're going to need materials.
But permit data lived in one system. Customer data in ERP. CRM was new.
Sales reps had no visibility into who was building what, where.
Customer history required looking up accounts in BisTrack manually.
"
If we could see permits before the contractor calls us, we'd be first to the job.— The insight driving the integration
📋 The Symptoms
- Reactive sales — waiting for contractors to call
- No visibility into permit activity in territory
- Customer history locked in ERP, not visible in CRM
- Reps context-switching between systems
- Missed opportunities from lack of proactive outreach
📍 Where They Are Now
✓ What's Different
- → Custom Permit object syncing from Construction Monitor
- → Permits associated to companies automatically
- → Sales reps see permit activity on company records
- → BisTrack UI Extension in development
- → Proactive outreach now possible
~ What's Still Messy
- → BisTrack API access still being assessed
- → Middleware may be required for ERP connection
- → New processes need training
The Pattern
The best sales intelligence is often public. The challenge isn't finding the data — it's getting it into the workflow where your team actually works.
Quick Facts
- Industry
- Building Materials / Retail
- Team Size
- Regional multi-location
- Status
- Active
- Patterns Identified
- 3
Universal Patterns
This story reveals patterns seen across industries:
External Data Integration
Proactive Sales
ERP Bridge
More Transformation Stories
Every organization is in the middle of this.
This story is anonymized. The organization is real. The challenges are universal.