Loos Machine
.png)
industry
HubSpot Sales Hub
HubSpot Marketing Hub
HubSpot <> Genius ERP Connector
Loos Machine & Automation is a manufacturer of food processing and automation equipment based in Wisconsin, USA.
The project aimed to establish HubSpot as the central CRM for Loos Machine's sales operations, replacing Salesforce, and to connect it to Genius ERP using the Lakhos Genius connector. By centralizing companies, contacts, and opportunities while keeping sales data aligned with the ERP, the implementation provided sales, engineering, and project teams with a single, reliable environment to manage a long and technical sales cycle, improve information handoffs, and strengthen pipeline visibility.
Sales data scattered across disconnected systems.
Salesforce, which was cumbersome and underutilized, coexisted with Genius ERP, Outlook, Teams, SharePoint, and a multitude of internal files. The same information was being entered in multiple places, reducing visibility between departments and compromising the consistency of customer and opportunity data.
Project Objectives
Establish HubSpot as the central sales platform
Connect HubSpot and Genius ERP to align data
Formalize the complex sales process
SOLUTION
A connected HubSpot CRM built around Genius ERP.
The project began by mapping Loos Machine's existing sales process to identify friction points and opportunities for improvement between the sales, engineering, and project delivery teams.
HubSpot Sales Hub Pro was then deployed as the central platform, structured around three record types: companies, contacts, and deals. A custom pipeline was designed to reflect how Loos Machine qualifies, estimates, quotes, and closes its custom equipment and automation opportunities, keeping the commercial and technical context attached to each opportunity as it moves from sales to engineering and execution.
HubSpot was connected to Genius ERP using the native Genius connector (Lakhos Bridge), allowing customer information, quotes, orders, product families, sales reps, and financial data to remain aligned between the operational and commercial systems. Genius remains the operational source of truth, while HubSpot serves as the interface for sales and customer relationship management.
Existing data was migrated and cleaned, duplicates were identified, and CRM properties were standardized for ERP IDs, sales territories, account ownership, and product families. Web and internal forms, lead source tracking, automated tasks and reminders, standardized views, and dashboards completed the environment, supported by training and documentation to encourage adoption.
Testimonial
" The Lakhos team demonstrated a genuine commitment to understanding our needs and developing a plan aligned with our goals. Their support throughout the implementation process was exceptional, and their ongoing availability ensures that all our questions and concerns are addressed promptly. "
A cleaner CRM database connected with Genius ERP, ready to scale with the sales team.
The implementation provided Loos Machine with a single, reliable CRM to replace a collection of fragmented systems. A structured data quality review covered 979 company records and identified 157 potential duplicates, 80 of which were confirmed for deletion using ERP identifiers and record activity. This improved the reliability of reporting, account attribution, and synchronization with the ERP.
The connection between HubSpot and Genius ERP reduced double entry and provided the sales, engineering, and project teams with a consistent view of customer data and opportunities. With a standardized pipeline and a scalable data model now in place, Loos Machine has a solid RevOps foundation to build upon as adoption grows and new automations are added.
.jpeg)