MULTI-LOCATION
Multi-Location Distributor Connects Epicor P21 and HubSpot to Build a Complete View of Every Customer
Their ERP was built to process orders, not manage relationships. With branches spread across 13 states and customers buying equipment, service, and supplies from the same team, this industrial distributor knew it needed a different system. Today, 45+ users across every region work from one shared record of every customer.
13
locations with shared pipeline visibility
45+
users onboarded across regional branches
1
source of truth for customer history
About This Multi-Location Distributor
This company is a top distributor with regional branches. They focus on metalworking machines, tooling and industrial supplies, robotics, and related manufacturing products.
Industry: Multi-Location Distributor
Number of Employees: 300–500
Time on HubSpot: 1+ years
Challenge
Why couldn't a growing distributor see its own pipeline?
Every new branch brought more customers, more reps, and more spreadsheets. Leadership saw a pattern they knew they needed to fix: the business was scaling, but their view of it wasn't.
Their ERP, Epicor P21, was designed for order entry, but the team was also using it for relationship management. It was never designed for this, and the workaround meant sales representatives didn't have a single view of customer history in one system or an easy-to-use tool to log activity while in the field.
The complexity was classic multi-location. One parent company might buy through a dozen "Ship To" locations, served by different reps across different product lines. Without a clear map of who owned what, credit and accountability blurred. Pipeline lived in manual spreadsheets, and duplicate data made every report hard to trust.
Pain Points
- No single view of customer history
- No shared pipeline view across branches, so leadership managed from manual spreadsheets
- Unclear ownership when one parent account buys through many locations and reps
- No mobile-friendly tool for outside reps covering a multi-state territory
- Duplicate and unformatted data made reporting untrustworthy
- Reliance on manual spreadsheets
Business Goals
- One source of truth for every customer interaction, across every location
- Give sales representatives immediate visibility into customer purchase history
- Enable more effective selling and marketing by integrating key customer data from the ERP into HubSpot
- Accurately map complex "many-to-many" relationships including sales reps, locations, and parent accounts
- A mobile-first CRM built for field sales
- Automated dashboards to replace manual spreadsheet reporting
Solution
How do you connect an ERP to HubSpot for a multi-location field team?
The distributor partnered with Denamico to implement HubSpot Sales Hub and Marketing Hub. Their own technical team sat at the table for every data-model decision, designing a structure that mirrored the depth of P21 inside HubSpot's modern, user-friendly interface.
A bi-directional Epicor P21 integration brings customers, contacts, Ship To locations, and opportunities into HubSpot, so reps see orders and history in one record. To handle complex territories, the team used association labels to link each rep to specific Ship To locations by product type, giving every branch clear ownership and credit.
They also knew adoption would make or break the project. HubSpot was configured mobile-first, with voice-to-text meeting notes and one-tap navigation to customer sites. Before the full rollout, they ran UAT and training with a pilot group that deliberately mixed early adopters with reps more reluctant to change, so the system worked for everyone on day one.
✓ Bi-directional Epicor P21 ↔ HubSpot integration
✓ Custom association labels to accurately track ownership, locations, and parent accounts
✓ Mobile-first HubSpot configuration
✓ Pilot-group UAT and training focused on long-term adoption by pairing tech-savvy users with skeptics before rolling out to 45+ users
Hubs Implemented
Sales Hub
Marketing Hub
HubSpot Integrations
Epicor P21
Impact
What changed once every branch worked from one customer record?
One view of every customer. Reps now see deals, orders, and contact history in a single HubSpot view. No need to log into the legacy ERP for their daily work.
Field reps are empowered to sell from the road. Outside reps log activity right after a meeting and pull up account details on site, creating consistency across every territory.
Clear ownership across every location. With parent companies and Ship To locations mapped, every branch knows which rep owns which part of an account, laying the foundation for accurate reporting and forecasting as they grow.
Let's Talk Success!
HubSpot is a great tool. Sometimes, you just need a little extra help to ensure the setup is thoughtful, efficient and even exciting.
Whether you're new to HubSpot or looking to optimize your current instance, let's explore how you can streamline your operations and drive better results.
Multi-Location Distributor Epicor to HubSpot FAQs
Yes. In this project, a bi-directional integration syncs customers, contacts, Ship To locations, and opportunities between P21 and HubSpot. Reps see order history inside HubSpot while P21 stays the system of record for orders.
Association labels can be used to define how records relate, such as which rep owns a specific location or product line. For this distributor, labels link reps to Ship To locations by product type and roll each location up to its parent account, so every branch sees clear ownership.
Build for how they actually work. This team configured HubSpot mobile-first and ran a pilot that mixed early adopters with skeptics, refining the setup before rolling it out to all users.