About the Customer

This material handling dealer sells, rents, and services forklift and heavy equipment across multiple lines of business. For years the sales team ran their CRM on Microsoft Dynamics, which was overly customized and did not provide a good user experience. They came to ForeFront for a modern CRM that fit how an equipment dealer actually sells, and they selected us as a partner because we know the industry.

A CRM That Couldn’t Keep Up With How They Sell

The company wanted to move its entire sales organization onto a modern platform and connect it to LiftNet, a proprietary quoting tool. Reps previously jumped between Dynamics CRM and Experlogix (LiftNet) to build a quote. There was no single place to manage the pipeline, and pipeline reporting was tracked on a spreadsheet.

For a dealer this size, that meant overhead on every quote and no clean view of the business for management.

Pilot, Integrate, Consolidate

Pilot and the LiftNet Integration

The engagement started with one team, the rental group who piloted Salesforce for basic CRM, opportunity management, and generic quoting. ForeFront got engaged for the heavy lift: integrating Salesforce directly to LiftNet through its API, with no middleware in between. With the integration live, ForeFront then onboarded roughly 200 additional users onto Salesforce.

Every Quoting Process in One Place

LiftNet handles new equipment quoting, but that’s only one slice of the business. ForeFront extended Salesforce to support the company’s other quote and opportunity types, parts, service, used equipment, and rental, including the processes that never touched LiftNet and ran on spreadsheets. The result is one platform that reflects how the entire sales organization quotes.

Next Phase: (Roadmap): EBS ERP Integration

The next phase, and where the team expects the biggest payoff, is integrating Salesforce to EBS, the proprietary ERP used across forklift and heavy equipment dealers. ForeFront has built this integration before. It brings two things into Salesforce that live in the ERP today:

1. Asset and stock visibility, so reps can see equipment, its history, and quote against it without leaving Salesforce.
2. Automation of New Account and Order Entry processes. Today, the dealer relies on a dedicated admin team to run through a checklist for new account setup.

One Platform Built for How a Dealer Sells

The sales organization now operates a single CRM for the first time, with every opportunity and quoting process in Salesforce for 200+ users. The work so far has been deliberately sales-focused: less system-hopping, faster time to quote, and a path to automated pipeline reporting that gives management real oversight without manual tracking.

The roadmap is where the next wave of value sits. EBS integration will put asset visibility in reps’ hands and automate the new customer and order process, freeing an admin team for higher-value work. ForeFront sees a clear MuleSoft opportunity, the dealer has no integration middleware today. Beyond that there is a full field service evaluation, following the same model we’ve delivered for other forklift dealers.

ForeFront knows how material handling dealers sell, and built the CRM around it. We integrated proprietary quoting processes seamlessly into Salesforce. With ERP integration (using MuleSoft), and field service on the roadmap, we’re positioned as the long-term partner for what comes next.