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Forécreu, a flagship of French industry and the world leader in the niche market for drilled and cannulated bars, operates production sites in France and the United States, while its sales reach every corner of the globe: France, Germany, China, Japan and the United States. In this international context, the challenge is clear: streamline the flow of information between production sites and sales teams while harmonizing practices. With Synolia’s support, the company is rolling out HubSpot to break down data silos and unify its sales and marketing processes internationally. Here is a look at a project that marks a key milestone in Forécreu’s digital transformation.
Specializing in cannulated bars for the medical (implants & instruments), cutting tool and industrial sectors, Forécreu is a niche player with an international footprint. The company employs around 140 people across three production sites, including one in the United States.
In this context of high-precision manufacturing and global distribution, information management is critical. Operating across several time zones, Forécreu must ensure seamless continuity between its sales and marketing teams to deliver customer relationships that live up to its expertise.
The brief: a CRM to structure and optimize customer data management by centralizing key information such as interactions and sales opportunities.
Before the project, Forécreu had no centralized tool. Customer data was scattered across management, regional managers and many shared Excel files. This fragmentation slowed responsiveness and limited overall visibility across the value chain.
The main goal of the project was therefore to implement an “all-in-one” solution able to:
Forécreu chose Synolia to support its integration of HubSpot, a CRM solution selected for its versatility and the power of its marketing module.
"We were looking for an all-in-one tool that could centralize information and professionalize our marketing approach. Synolia helped us turn our requirements into an operational solution, tailored to the realities of our industry."
Our support: specification workshop, solution setup and rollout, integration with the group’s ERPs, fully customized user training and hands-on support to help teams get started.
The project began with a discovery and scoping phase. Our experts analyzed the initial requirements and translated them into operational specifications in HubSpot. Together, we defined a precise roadmap that factored in the constraints of an industrial business and the needs of future users.
The main technical challenge lay in the fragmented information system. We set up data synchronization from both ERPs (SAGE X3 for France and Acctivate for the US) to HubSpot. Using flat files and the Make automation tool, we ensured a daily data feed. Teams now have a complete view of interactions, even complex ones, between subcontractors and prime contractors.
We supported 17 users, split into French-speaking and English-speaking groups. Above all, the goal was to make the tool easy to understand and accessible while keeping the rigor that industrial data management requires.
“Team adoption was a major challenge. Synolia's support, especially during the training sessions for our French- and English-speaking staff, helped clear up doubts and show the value the tool adds day to day.”
"Executive management, sales managers, sales administration, business developers and account managers: every sales profile took part in this transformation. Working across languages let us align the headquarters teams in France with the sales forces in Germany, the United States, China and Japan, ensuring consistent HubSpot adoption across cultures and regions."
With HubSpot, process automation and standardization help improve sales tracking and the planning of sales activities. The CRM also plays a key role in running marketing campaigns while ensuring GDPR compliance, notably through rigorous consent management and data protection. This is essential when doing business with international partners, especially in demanding sectors such as aerospace and nuclear.
Rolling out HubSpot also saves Forécreu significant time on reporting and on tracking marketing KPIs (web sessions, LinkedIn engagement).
"Today we have precise KPIs to steer our strategy. HubSpot not only saves us time on reporting, it also helps us structure our international growth."
"I have no regrets about choosing Synolia to roll out our group CRM system. From pre-sales to deployment, Synolia runs projects in environments that can be complex. But they also know how to simplify the approach so everyone can understand it. They can find a solution to every problem (with a positive attitude!)."
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