Our Work
Overview
TCC Materials has been manufacturing packaging, masonry, and hardscape products since 1957, operating under brands like Quikrete®, Sakrete®, Allan Block®, and Anchor® across North America.
Before this project, TCC didn’t have a dedicated CRM. Their entire sales process ran through NetSuite (an ERP being asked to do a CRM’s job), a 50-page internal sales playbook, spreadsheets, and offline documents. Their process was very clearly defined, but it wasn’t built in a system that could run it.
Evenbound took that playbook and rebuilt it inside HubSpot, standing up a scalable NetSuite integration alongside it so TCC could finally run sales and their ERP as two connected systems instead of one system pretending to be both.
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Industry: Wholesale Building Materials
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Location: Mendota Heights, MN
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Size: 500+ employees
50-Page Sales Playbook
80 Users Trained
25 Reports
The Challenge
TCC had a sales process that worked, but it wasn’t running on anything built to support it.
No CRM in Place: TCC was treating their ERP (NetSuite) as a CRM.
A 50-Page Process, Zero Digital System: Their sales playbook defined every step of their process in detail, but existed only in spreadsheets and offline documents. It needed to be converted into HubSpot architecture without losing what made it work.
No Cross-Division Visibility: TCC’s divisions often worked the same project from different angles, sometimes generating multiple deals or referrals tied to a single job, with no shared way of tracking it.
A Moving Integration Target: TCC was still adapting to a new NetSuite implementation during the engagement, adding complexity to a project where data is already structured differently in two systems.
HubSpot Tools We Used
Sales Hub Enterprise
Data Hub Pro
The Solution
Evenbound started by learning TCC’s sales playbook well enough to translate it into HubSpot without changing what their team relied on it for, then built the system and trained the team around it.
Digitized the Sales Playbook: Converted TCC’s 50-page playbook into structured lead, deal, and project pipelines inside HubSpot, matching the process step for step rather than forcing TCC into HubSpot’s defaults.
Projects Object for Cross-Division Tracking: Stood up HubSpot’s Projects object so leads and deals from different divisions working the same project could be tracked under one roof, with custom menus and automations for referring new leads to the right division.
Scalable NetSuite Integration: Synced NetSuite’s main and custom objects into HubSpot, architecting the data model to flex as TCC’s needs changed during implementation. When TCC came back asking for more items to be added, the model absorbed them without a rebuild.
Tiered Team Enablement: Trained TCC’s team from the top down, starting with leadership and working toward sales users. We also followed a “train the trainer” model so that leadership team members were equipped to oversee the rollout to all 80 users.
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The Results
A Real CRM, Not an ERP Standing In for One: 80 users across TCC’s sales team now run their process in a system built for it, instead of relying on NetSuite to do double duty.
5 dashboards with 25 reports give leadership and reps visibility that didn’t exist when everything lived in spreadsheets.
25 workflows now automate the manual steps the sales playbook used to require by hand.
2 sequences and 4 playbooks turned the sales templates and questionnaires into reusable HubSpot assets instead of static documents.
Custom views and property sidebars built around TCC’s process give reps and leadership a faster read on deals, projects, and divisions without digging.
Customized HubSpot training dashboard and 5 training sessions gave TCC a resource to keep training the rest of their team and new hires after the engagement ended.
Delivered in about 4 months, NetSuite integration included, for a process as defined and robust as TCC’s.
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