Different manufacturing models and the adoption of a CRM: how to accelerate growth

The manufacturing world is vast and diverse. Each business has its own business model, operational reality, and unique challenges. However, one common point connects them all: the need to have a clear, centralized and effective vision of their sales operations. And that's where CRM comes in.

The main manufacturing models

Before understanding how a CRM like HubSpot can help stimulate growth, you must first identify the most common manufacturing models.

The model Engineer-to-Order (custom made)

It is the most personalized model. Each order is unique, based on customer requirements, design, engineering constraints and the availability of raw materials. Businesses that operate this way have to manage a submission process that is complex and difficult to standardize.

Here, CRM helps to structure the process, to follow up on customer requests, to automate follow-ups and to centralize information between sales, engineering and production.

Would you like to see how a company applies this type of model with a CRM? Find out how Motrec optimized its process in This case study.

The model Make-To-Stock

In contrast, some manufacturing companies produce standard products in advance and keep them in inventory to quickly meet demand. They often sell to distributors or wholesalers.

A CRM like HubSpot allows here to have a clear vision of the pipeline, to monitor sales volumes, to identify the most active customers and to anticipate demand in order to better plan production and logistics.

Learn how Technoflex takes advantage of CRM in: This case study.

The hybrid model

Many companies combine both approaches: they produce both tailor-made products and standardized products (SKUs). In addition, parts sales and installation services are often added, which makes operations even more complex.

CRM then becomes the backbone of the organization, connecting the various information flows and offering a 360° vision of the customer, regardless of the type of sale or service.

Simplifying complexity through CRM

Some leaders say to themselves:

“My model is too complex, no system will fit.”

Or even:

“We don't have enough volume to justify a CRM.”

These concerns are legitimate. But the reality is that a well-configured CRM can de-complicate your processes, standardize them just enough to improve your efficiency without losing your competitive edge.

The goal is not to transform your DNA, but to simplify the way you manage customer relationships, quotations, and follow-ups. CRM automates redundant tasks, recalls follow-ups and allows you to focus on the essential: the human relationship.

A strategic tool for growth

A CRM like HubSpot becomes a strategic lever in several aspects:

• Monitoring of opportunities and the sales pipeline: have a clear vision of priorities and future revenues.
• Forecasting: anticipate trends and make better business decisions.
• Development of new markets: target the right accounts, better segment your customers and identify expansion opportunities.
• CRM and ERP integrations: connect sales and production, especially in complex submissions involving engineers.
• Customer knowledge management: keep a complete history of communications, even if a representative leaves or takes a vacation.

Be proactive rather than reactive

In a competitive manufacturing environment, speed and consistency of service are essential. If your information isn't centralized, you risk wasting time, opportunities, and sometimes even customers.

CRM allows you to be proactive, to ensure continuity in service and to maintain the same quality of follow-up, regardless of changes within your team.

Conclusion

Whether it's tailor-made, stock-based production or a hybrid model, adopting a CRM is no longer an option, but a strategic investment to grow, structure your sales and offer an impeccable customer experience.

With HubSpot CRM, it is possible to maintain your flexibility while gaining efficiency, visibility, and profitability.