How Cloudify Transformed WoodUpp’s Global Sales & Operations With HubSpot–Business Central Automation
Project Overview
WoodUpp, a fast-growing international acoustic panel and interior décor manufacturer, operates across 16 global Business Central entities spanning Europe, the US, the Middle East, Africa, and Australia. Their commercial operations run in HubSpot CRM, while financial and operational processes rely on Microsoft Dynamics 365 Business Central (MSBC).
To scale globally, WoodUpp needed a bridge between sales and operations: a system that could automatically convert closed deals into accurate Business Central sales orders and keep thousands of products synchronized in real time across multi-language, multi-currency environments.
Cloudify was selected to build a custom HubSpot–Business Central integration that could automate these critical workflows end-to-end—ensuring speed, accuracy, and operational consistency across all regions.
The Challenge
As WoodUpp expanded rapidly into new markets, several operational challenges started to impact efficiency and data correctness:
1. Complex Multi-Entity Environment
WoodUpp manages 16 Business Central companies operating in 8 currencies and multiple languages, each with different pricing structures, product variants, and tax rules. Sales teams often struggled to ensure deal data matched the correct Business Central entity.
2. Manual and Error-Prone Sales Order Creation
Before Cloudify, sales teams manually recreated sales orders in Business Central once a deal was marked Closed-Won in HubSpot. This introduced:
Delays in order processing
Risk of incorrect line items or pricing
Repeated data entry across systems
Frequent validation errors due to missing VAT details, owner assignment, or incorrect SKUs
3. Outdated Product and Price Data Across Systems
Products in Business Central often changed—new SKUs, pricing updates, multi-language descriptions—but these updates didn’t sync seamlessly to HubSpot. This created discrepancies that led to inaccurate quotes, incorrect SKUs, and fragmented reporting.
4. Slow Access to Sales Documents
Sales order PDFs generated in Business Central weren’t automatically accessible in HubSpot, slowing down internal approvals and customer communication.
WoodUpp needed a fully automated system that synchronized data across the business in real time while supporting regional complexity at scale.
Why Cloudify Became the Perfect Choice
1. Deep Multi-Entity Expertise
Cloudify’s architecture supports WoodUpp’s highly complex international structure—16 companies, multiple currencies, languages, and product variations—without compromising speed or stability.
2. Fully Custom-Built Integration Flexibility
The workflows were not off-the-shelf; they were engineered to match WoodUpp’s business rules, pricing logic, regional differences, validation processes, and SKU generation patterns.
3. End-to-End Automation Reducing Manual Work by 90%+
Sales order creation and product updates—previously entirely manual—are now completed automatically, enabling:
Faster deal-to-order processing
Zero duplication of data entry
Dramatically fewer errors
4. Real-Time Sync for Improved Quote Accuracy
Always up-to-date product data means sales teams quote with confidence, reducing rework and preventing pricing mistakes.
5. Robust Error Handling and User Guidance
Intelligent error notes make troubleshooting self-service, reducing dependency on IT and speeding up exception handling.
6. Fast, Reliable, and Scalable Infrastructure
Powered by serverless architecture (AWS Lambda, SST), the solution ensures:
High throughput
Regional scalability
Future-proof design as WoodUpp expands
WoodUpp
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