Summary
ERPixel implemented a full-scale ERP system for a global manufacturer of high-end audio-visual devices used in professional environments. The company operates worldwide, with the largest sales volumes in the United States, Europe, and the Middle East, and manages complex international contracts through both direct sales and partner networks.
The project involved the implementation of an integrated ERP platform supporting more than 100 employees across sales, production, service, finance, and logistics operations. The system was built around Odoo and included deep customization for manufacturing, subcontracting, serial tracking, service operations, and advanced marketing analytics.
The implementation required coordination across a project team of approximately 80 specialists, including business analysts, developers, ERP architects, and representatives from the customer’s internal departments.
The resulting ERP platform now supports global sales operations, complex subcontract manufacturing processes, large-scale service management, and advanced business analytics. This experience is particularly relevant for:
- manufacturing companies with complex multi-level BOMs
- global B2B equipment manufacturers
- companies with large service and repair operations
- businesses selling through partners and international distribution networks
Before: Fragmented Operations Across Manufacturing, Sales, and Service
Before the ERP implementation, the company faced increasing operational complexity caused by rapid international growth.
Several structural challenges had emerged:
Complex manufacturing model
Production was performed through a subcontracting model with a European factory using customer-owned materials. The manufacturing structure involved extremely complex multi-level Bills of Materials with thousands of components and approved substitutes.
Managing production planning, component availability, and substitutions across such a structure was difficult without a centralized ERP system.
Global sales structure
Sales operations were distributed across multiple teams targeting different markets and customer segments. The company worked with:
- direct enterprise customers
- regional distribution partners
- online sales channels
Without a unified CRM and sales platform, tracking large international deals and coordinating partner sales activity was inefficient.
Service and repairs complexity
Each manufactured device had a unique serial number and required long-term service support. The company handled:
- warranty repairs
- non-warranty repairs
- product returns (RMA)
- diagnostics and error tracking
Service operations were further complicated by the fact that spare parts inventory was managed by a separate legal entity responsible for maintenance and repairs.
Distributed logistics infrastructure
All warehouses were operated through external logistics providers. Inventory was distributed across several regions, including:
- multiple warehouses in Europe
- distribution facilities in the United States
- logistics hubs in the UAE
The company needed full visibility into stock levels and device locations across all locations.
Limited business analytics capabilities
Management lacked a unified analytical layer capable of combining operational ERP data with marketing attribution and external data sources.
This made it difficult to answer strategic questions such as:
- which marketing channels generated the most profitable clients
- how long it takes for a marketing lead to convert into revenue
- which regions or sales channels generate the highest margins
After: A Fully Integrated Global ERP Platform
Following the implementation, the company now operates on a fully integrated ERP platform connecting manufacturing, logistics, sales, service, and financial operations.
Centralized operational control
All core business processes are now managed within a single system:
- global sales pipeline management
- partner and distributor sales
- manufacturing planning with subcontracting
- serial number tracking for each produced device
- service operations and repair management
- procurement and financial operations
This provides real-time operational transparency across departments.
Full lifecycle tracking of every device
Each device is tracked from production through its entire lifecycle:
- manufacturing and component assembly
- shipment to distribution warehouses
- delivery to the final customer
- service requests and repair history
This allows the company to maintain a complete service history and collect reliability statistics for each product generation.
Advanced service management
The repair management system now tracks:
- warranty and non-warranty repairs
- spare parts consumption
- failure categories and diagnostic results
- repair costs and service profitability
Over time, this data enables the company to identify recurring defects and improve product design.
Global tax compliance monitoring
The ERP platform integrates with an EU tax database that monitors VAT rate changes across European countries. If tax rules change — for example, a VAT rate adjustment in a specific country — the finance team receives automated notifications and can update the configuration accordingly.
This significantly reduces compliance risks for international sales.
Marketing attribution across multiple years
The marketing integration connects ERP data with advertising platforms and website analytics.
This enables the company to track the full journey of a customer — from the very first marketing interaction to the final purchase.
For example, a customer who completes a purchase in 2026 can be attributed to a marketing campaign launched in 2024 if the original interaction is recorded in analytics cookies and advertising identifiers.
This level of attribution allows the marketing team to evaluate the long-term effectiveness of advertising investments.
Advanced business analytics with Tableau
Operational ERP data is synchronized with a data warehouse used by Tableau for advanced business intelligence.
This architecture allows the company to analyze:
- profitability across regions and markets
- performance of different sales channels
- effectiveness of marketing campaigns
- product performance and service costs
By combining ERP data with external sources, the company can build analytical reports that are not possible within the ERP system alone.
Implementation Details
Implemented ERP modules
The project included the deployment and customization of the following modules:
- CRM
- Sales
- Purchase
- Manufacturing (with subcontracting workflows)
- Repairs and service management
- Accounting
- Employee Management
- Marketing automation
Manufacturing configuration
Special attention was required for the manufacturing setup:
- subcontracting production model
- multi-level Bills of Materials with thousands of components
- management of alternative components and substitutions
- serial number tracking for finished devices
Service architecture
The repair process required integration between:
- the manufacturing system
- the spare parts inventory managed by a separate service entity
- the repair workflow for warranty and non-warranty cases
Warehouse and logistics model
Inventory management was configured to support multiple external warehouses operated by third-party logistics providers in:
- Europe
- United States
- United Arab Emirates
External integrations
The ERP platform was integrated with several external systems:
- Google Ads
- Google Analytics
- EU VAT database for tax monitoring
- Data Warehouse (DWH)
- Tableau Server
These integrations allow the company to combine operational ERP data with marketing and analytical platforms.
Technical challenges addressed
Key technical challenges during implementation included:
- handling extremely complex multi-level Bills of Materials
- managing large volumes of serial-numbered devices
- coordinating repair processes across separate legal entities
- integrating marketing attribution data with ERP sales records
- synchronizing ERP data with the company’s data warehouse and BI platform
The final architecture provides a scalable ERP platform capable of supporting the company’s continued international growth.
Contact
If your company faces similar challenges — complex manufacturing processes, global sales operations, or large-scale service management — our team can help design and implement the right ERP architecture.
Related Content
You may also find these resources useful:
Successful ERP Implementation for a Leading AV Device Manufacturer
We implemented ERP for the modern and large-scale manufacturing company that design, produces, maintenances unique devices globally.
- ClientNDA
- CategoryOdoo, Tableau
- TagsAccounting, CRM, Customer Support, ERP, Integrations, Manufacturing, Marketing Automation, Purchase, Repairs, Sales
- Start Date01-july-2019
- Websitehttps://erpixel.com/about/
