CRM Deployment Designed for B2B and B2C Welding Operations
An Australian-based welding equipment brand known for designing and manufacturing a wide range of welding machines, consumables and accessories for both professional and trade users. Their product range covers MIG, TIG and stick welders, plasma cutters, helmets, safety gear and all related consumables used by the welding and fabrication industry.
The company has built a strong reputation for performance, reliability and innovation within the Australian market.
A Need for a Simpler, Unified CRM Experience
The client approached Delveio Consulting with a clear goal: they needed a Sales CRM that their sales team would actually use.
The company had an established ERP system containing their full product catalogue, pricing and stock data, but it was too heavy for day-to-day use by sales reps. Essential tasks like checking stock levels, reviewing customer history or preparing a quote required navigating multiple tools, causing slowdowns and miscommunication.
The key challenges included:
- Low Sales Team Adoption. The existing systems were too complex, and reps preferred to rely on email threads, notes and manual tracking. This resulted in incomplete data, missed follow-ups and inconsistent visibility across the team.
- Manual and Fragmented Communication. Quotes, proposals and documents were being created and shared outside any CRM. Email records were siloed inside individual inboxes, making it difficult for managers to track conversations.
- Heavy ERP Dependency. Reps needed ERP access just to look up stock availability, pricing and product information. The ERP was not designed for quick field use, and navigating it added unnecessary friction.
- No Centralised Pipeline. Without a structured sales pipeline, deals were tracked inconsistently. Management lacked a clear view of sales performance, forecasting or customer engagement.
- Lack of a Unified System. Information was scattered across emails, documents, spreadsheets and the ERP, making it difficult to maintain accuracy and collaborate effectively.
The client needed a CRM that combined simplicity with essential functionality, giving reps everything they needed in one place.
A Streamlined Pipedrive Implementation for High Sales Adoption
Delveio Consulting delivered a focused, easy-to-use Pipedrive CRM setup designed specifically around how the team works. The implementation kept the system clean, clear and practical, with just the right amount of automation to support daily operations.
Custom Pipeline Design. We created a streamlined sales pipeline that mirrors the client's real-world selling approach. Stages were kept minimal to reduce friction and give reps an intuitive path from lead to close.
Centralised Customer Records. All contacts, leads, deals and communication are now stored in a single CRM, giving the team complete visibility without navigating multiple systems.
Pipedrive was integrated with the client's email platform so every conversation is automatically logged. This enabled:
- Complete communication history per contact
- Real-time visibility for managers
- Seamless collaboration between reps
- Less need for manual updates or backtracking
Emails now appear directly on deal timelines, eliminating lost information and fragmented conversations.
The client needed a simple way to generate and send documents without jumping between tools. We implemented Pipedrive's Smart Docs module, allowing reps to:
- Create quotes and proposals directly in the CRM
- Send documents with embedded e-signature
- Track when documents are opened or signed
- Maintain version control and document history
This significantly reduced turnaround time and brought consistency to the quoting process.
One of the most impactful parts of the solution was linking the client's ERP data with Pipedrive. We worked with their ERP partner team to integrate and sync:
- Product availability
- Pricing
- Variants and specifications
- Stock levels
Reps no longer need to log into the ERP to answer basic product questions. Everything is accessible inside the CRM, making customer conversations faster and more accurate.
We implemented a permission model with three role types:
- Admin. Full control of all CRM settings
- Sales Rep. Can add and manage their own leads and deals, with access to all relevant product data
- View-Only. Full visibility without edit access
This structure keeps the data clean while supporting collaboration across departments.
Delveio Consulting transformed the client's sales workflow by implementing a clean, efficient and adoption-friendly Pipedrive CRM setup. With integrated email, document handling and ERP-powered product visibility, the sales team now works faster, collaborates better and has a clearer view of every opportunity.
This scalable system positions the business for long-term efficiency, reduced manual overhead and stronger customer engagement.
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