Heritage Woodworks is a Moscow-based company specializing in custom-made furniture. With more than 7 years in the market, they serve clients in Russia and Belarus through a team of four sales managers and one sales director.

Before CRM implementation, the company faced several issues:

• Lack of coordination between departments: Sales, logistics, and accounting worked in silos, often exchanging information with delays, leading to order errors and shipment delays.
• Inefficient delivery management: Logistics and delivery were managed manually, consuming time and resources while creating bottlenecks.
• Opaque finances with suppliers: The company frequently engaged third-party vendors but had no transparent system for tracking payments and debts. Accounting struggled to monitor expenses by project.

The goal of the project was to optimize cross-department collaboration, automate logistics, and introduce financial transparency.

Within just two months, the project delivered measurable improvements:

• Optimized processes: Sales, logistics, and accounting began working in sync inside one platform, significantly improving efficiency.
• Improved financial performance: Even during a “quiet” season, the conversion rate doubled and total closed deal volume increased by 37.6%. This growth was directly tied to eliminating bottlenecks and improving customer service.
• Transparency & control: Management gained real-time visibility of production and financials, from order volumes to supplier payments.
• Reduced operational costs: Manual tasks were replaced with automation—logistics stopped spending hours preparing delivery slips, accounting automated cost calculations, and managers accessed deal data instantly, allowing them to focus on client relationships.

Conclusion: Properly configured Bitrix24 became Heritage Woodworks's central business platform, uniting sales, production, logistics, and finance. The result was a dramatic boost in efficiency, a doubling of sales conversion, and nearly 38% higher sales volume. This case proves that even a small sales team can use CRM to streamline complex processes and achieve impressive growth.

We customized Bitrix24 with a series of process-focused integrations and widgets:

• Conversion-focused sales pipeline: A redesigned CRM funnel allowed every department to clearly track customer progress from lead to completed order. Managers gained visibility into deals in production, awaiting payment, or closed, while leadership could instantly identify bottlenecks such as delayed approvals or stalled payments.
• Logistics automation via Google Sheets: When a deal reached the “Delivery” stage, relevant data (contact details, address, delivery date, product weight, notes) automatically exported to a Google Sheet used by logistics. The sheet also calculated delivery costs in real time. This streamlined dispatching and gave the logistics team full visibility of all active deliveries.
• Automated cost calculator: Within each deal card, new fields for materials, production costs, salaries, taxes, and margin were added. Using a “Field Calculator” widget, Bitrix24 automatically generated the full cost price and projected profit for every order, reducing errors and speeding up quote preparation.
• Financial management and supplier tracking: Data was regularly exported into summary dashboards, enabling management and accounting to see—at any given time—active project values, payments made to suppliers, outstanding debts, and key sales/production KPIs.

Bitrix24 for Custom Furniture Manufacturing