Distribution Success: Taking TireHub to the Next Level with Microsoft Dynamics 365

A national distributor chooses HSO and Dynamics 365 over Salesforce to evolve from sales tracking to sales enablement


TireHub is a national tire distributor that delivers the full passenger and light truck tire portfolios of Bridgestone and Goodyear, two of the top tire manufacturers in the world, to tire and automotive retailers. TireHub is committed to setting a new standard of excellence for tire distribution in the U.S. by focusing on the needs of their dealers and their dealers' customers.

The Challenge: Moving from Sales Tracking to Sales Enablement

TireHub opened for business only a few short years ago but started off with a big responsibility: protecting the integrity of two of the best-known tire brands in the world. As a relatively young company with a focus on customer acquisition and revenue generation, they implemented FreshSales for goal tracking and sales force management but quickly outgrew it.

The company was ready to move from a CRM system that merely tracked sales to one that would provide a platform for sales enablement. FreshSales provided little visibility into sales data, making it impossible for staff to get a 360-degree view of customers or real-time reporting on sales orders.

They needed a new system that would provide that visibility and reporting, as well as integration with their ERP.

The Solution: A CRM Solution That Converted Even the Most Die-Hard Salesforce Fans

TireHub is a Microsoft shop, so Ashok Vantipalli, the VP of Information Technology, reached out to HSO. Ashok had worked with HSO in the past and was impressed at how HSO focused on client success, so he reached out to Alan to see what Dynamics 365 (D365) had to offer.

Ashok knew D365 would be a bit of a long shot; while Ashok preferred D365 from a technology integration, cost, and implementation standpoint, most of TireHub’s sales team had worked with Salesforce in the past and would likely want it.

However, after seeing D365 in action, even the biggest Salesforce fans wanted D365.

“What really tipped the scales, though, was HSO,” said Ashok. “Their understanding of the product and our business needs was critical. They brought a consultative approach, which got them into the bottom floor of our business, where they then were able to map the proposal and the demos to our needs.”

The overall plan was broken down into phases, starting with implementing D365 CE – Sales and Service and Power BI. Phase 1 involved implementation and full adoption. This phase went very smoothly, according to Ashok, due to HSO’s approach to client engagement and the fact that we deliver on our promises. Even though the engagement occurred during the COVD-19 pandemic—which concerned Ashok—the HSO team “hit it out of the park.”

Ashok credits the adoption rate partly to HSO’s training and guidance, but also to the product itself—from interface to functionality. “Instead of feeling like you’re toggling between two systems, like Outlook and CRM, D365 makes you feel like you are doing everything within Outlook,” said Ashok. “And the sales staff likes all the features that make it easier to engage with customers, from dashboards that provide visibility into accounts and activities to mapping out routes for driving to multiple customer sites.”

What really tipped the scales...was HSO. Their understanding of the product and our business needs was critical. They brought a consultative approach, which got them into the bottom floor of our business, where they then were able to map the proposal and the demos to our needs.

Ashok Vantipalli, VP of Information Technology

The Results: User Adoption, Client Empowerment, and a Path to More Success

But the benefits don’t end there, and they’re not limited to the sales staff:

  • Integration with Talkdesk—a Contact Center as a Service product—which provides the customer service reps with more visibility so they can provide better service
  • Mobile functionality
  • Real-time order management – forecasting and demand planning
  • Real-time understanding of outstanding orders at the account level

From the HSO team’s point of view, success can be measured in client empowerment. Because the team was able to execute a pilot program, followed quickly by a full implementation and hand-off of responsibilities early in the process, the TireHub team could take ownership and manage their production state very quickly…which prepared them for Phase 2 much sooner than anticipated.

And speaking of Phase 2: It’s under way, focusing on establishing core metrics and shifting D365 to the role of “consultant”—using that data to identify areas for improvement or opportunity and advising staff on how to address them.

“We all know working with large consulting firms, it’s who you get on the ground that matters, and we had the right people at the start,” said Ashok. “Even at the peak of the pandemic, when there was no human interaction, the steering committee never had a reason for me to come in and address problems. The HSO team hit all the dates on time and without a hitch. I didn’t have to get involved at all.”

Ashok is ready for the next phase and beyond. “Especially in this pseudo-hybrid working environment, HSO has created a great offering and the confidence that you will deliver,” added Ashok. “It’s been a phenomenal experience.”


Customer Success Stories