How Do Manufacturers Integrate Scoring with ERP/CRM Systems?
Connect lead and account scoring to ERP/CRM data (e.g., installed base, parts usage, service tickets, open quotes) so sales prioritizes opportunities with real buying intent and supply-readiness. Orchestrate updates bi-directionally to keep finance, operations, and sales in sync.
Integrate scoring by defining shared objects and IDs (accounts, sites, assets), then syncing key ERP/CRM signals (product line, install base, parts consumption, service history, credit status, active quotes) into your MAP/CRM. Use these fields in a scoring model (fit × intent × timing) and write back score tiers & next actions to CRM for routing, and to ERP for availability-to-promise checks on high-score opportunities. Govern it with data quality rules, refresh SLAs, and closed-loop reporting.
Signals to Pull from ERP/CRM for Scoring
Integration & Scoring Playbook for Manufacturers
Stand up a reliable, bi-directional flow between ERP, CRM, and MAP to power precise lead/account scoring.
Unify IDs → Sync Data → Model Scores → Route & Notify → Close Loop
- Unify records: Standardize account/site hierarchy and asset IDs across ERP/CRM. Map distributors and end-customers.
- Sync critical fields: Bring install base, service history, quotes, parts usage, credit terms, and backorders into CRM/MAP.
- Model scoring: Combine fit (ICP, fleet size), intent (engagement, BOM/configurator activity), and timing (contract/maintenance cycles).
- Automate routing: Write score tiers and reasons to CRM. Notify owners, open tasks, and generate distributor co-sell alerts.
- Orchestrate ERP checks: Trigger ATP/lead-time checks for high scores; attach availability to quotes/opportunities.
- Measure & govern: Track conversion by score band, distributor vs. direct, and lead time impact; review rules quarterly.
Manufacturing Scoring Maturity Matrix
| Capability | From (Ad Hoc) | To (Operationalized) | Owner | Primary KPI |
|---|---|---|---|---|
| Data Foundation | Siloed ERP/CRM, no shared IDs | Unified account/site/asset IDs; mastered distributor mapping | RevOps/IT | Match Rate % |
| Signal Coverage | Web-only engagement | Install base, service, quotes, and consumption included | Ops/Service | Signals per Account |
| Scoring Model | Static points | Fit × Intent × Timing with decay and reason codes | Marketing Ops | MQL→SQL Rate |
| Routing & Alerts | Manual handoffs | Automated owner assignment and distributor co-sell notifications | Sales Ops | Speed-to-Lead |
| ERP Orchestration | Separate quote workflows | ATP/lead-time checks tied to score tiers | Sales/Finance | Win Rate (High-Score) |
| Governance | Quarterly clean-ups | Score audits, drift detection, and retraining cadence | RevOps | Attribution Lift |
Client Snapshot: Faster Quotes with ERP-Driven Scoring
A machinery OEM connected SAP signals (install base, parts cadence, open quotes) into CRM scoring. Result: +28% SQO conversion, -18% quote cycle time, and prioritized ATP checks for Tier-1 accounts.
Treat scoring as a cross-functional control system: unify data, enrich scores with ERP context, and close the loop from marketing to quoting and fulfillment.
Frequently Asked Questions
Make Scoring Work with Your ERP & CRM
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