Case Study: American Specialties, Inc. streamlines sales and CRM with Sugar and W-Systems

Leveraging Sugar to Build on Strategic Sales Initiatives

American Specialties, Inc. (ASI), a global manufacturer of washroom accessories, partitions, and lockers, needed to replace disconnected CRM systems being used across different regions and teams. As the company expanded, it required a centralized way to manage long sales cycles, account activity, and the many industry influencers who shape specifications but are not direct buyers. ASI chose W-Systems and Sugar CRM to bring structure and consistency to its sales process.

W-Systems implemented Sugar CRM with integrations to ASI’s ERP and construction data sources, plus custom tools like wDocs, wMaps, meeting-to-task automation, quote follow-up dashboards, and mobile note dictation. The solution improved visibility, reporting, and sales-team efficiency, helping ASI better track KPIs and focus time on the highest-value opportunities. ASI reported very high user adoption, especially among third-party sales reps, and noted that time savings and productivity gains were significant, even if difficult to measure exactly.

American Specialties, Inc.

Avi Bar

National Sales Manager