IDM Instruments - Marketing Automation and CRM Implementation

The Challenge

IDM Instruments is an award-winning manufacturer and supplier of testing and measuring instruments, sensors and transducers. They provide quality solutions for manufacturing processes and laboratory testing requirements across Australia and internationally.

Despite their strong reputation, IDM's sales and marketing processes were highly decentralised. Creating quotes was time-consuming, taking up to 45 minutes per quote due to manual data entry and rekeying between systems. The lack of integration made it difficult to track queries, manage customer relationships and maintain consistent follow-up processes. IDM needed a solution that would streamline operations for their local team while supporting international agents and distributors.

Being an award-winning manufacturer and supplier, IDM Instruments get a lot of enquiries for their testing machines. But their sales and marketing process was very decentralised, making it difficult to keep a track of each query and transaction. To resolve this, IDM Instruments partnered with DDSN Interactive to implement a fully integrated, cloud based CRM suitable to their business model that automated their quoting and follow-up process.

The Solution 

DDSN worked closely with IDM to understand their business requirements and created a customised cloud-based CRM platform built on Suite CRM. The solution focused on automation and integration, particularly around the quote generation process which was the biggest time drain for the sales team.

Automated Quote Management System

At the heart of the solution is an intelligent quoting system that connects directly from IDM's website to their CRM. Customers can browse products, select items and create a quote cart directly on the website. When they submit their request, the system automatically processes it without any manual rekeying.

The system is built on two key data structures. A comprehensive product price list table stores SKU codes, titles, descriptions, images and base pricing excluding GST. A related products table enables smart upselling by automatically including complementary items when specific products are quoted.

Streamlined Quote Processing Workflow

When a quote request comes through the website, the system automatically matches it to an existing company account or creates a new one if needed. It generates a complete quote record in the CRM and routes it to the appropriate salesperson. New accounts are automatically assigned to the senior business development manager.

Sales staff receive immediate email notifications when quotes are assigned to them. The system sends reminder emails every 24 hours if quotes haven't been reviewed, ensuring nothing falls through the cracks.

Once reviewed, the salesperson can adjust items, modify pricing for competitive offers and verify tax calculations for international sales. When they're satisfied and update the quote status, the system automatically triggers an email to the customer with their formal quote.

The Results

The implementation delivered dramatic improvements to IDM's sales efficiency. Quote generation time dropped from 45 minutes to just 10 minutes, an improvement of over 75%. This time saving comes primarily from eliminating manual data entry, with quotes flowing automatically from the website through to the CRM.

IDM has standardised their sales processes across the organisation, making it easier to train new staff and maintain consistent service quality. Their marketing manager can now track the complete customer journey and quickly identify any recurring issues at different stages of the sales process.

With routine administrative tasks handled automatically, the sales team can focus on higher-value activities like nurturing leads, building customer relationships and closing sales. The automated follow-up system ensures no opportunities are missed, while the smart product recommendations drive upselling without additional effort.

DDSN continues to work with IDM as their dedicated digital partner, supporting their ongoing digital transformation and helping them get the most value from their CRM investment.