Case Study: Ascent Solutions and Salesforce Driving 25% Efficiency Gains and Transforming Quote-to-Cash for CCTVdirect

About CCTVdirect

Founded in 2007, CCTVdirect has grown into one of Europe’s leading CCTV and security distributors, known for staying at the forefront of a fast-moving technology market. Customer-first to its core, the United Kingdom Yorkshire-based company delivers standout service and expert guidance from trusted specialists who make choosing the right solution simple and reliable.

Opportunity

CCTVdirect has evolved into one of Europe’s leading distributors of professional security and surveillance equipment. Despite its growth, their “quote-to-order” process remained fragmented, requiring multiple manual steps. Creating accurate quotes was particularly difficult, as the system could not automatically apply customer-specific pricing. Additionally, duplicating previous orders was a labor-intensive, time-consuming task.

Operational efficiency was further hindered by a lack of real-time warehouse visibility. Without a clear link between sales and inventory management, tracking stock levels for individual products and kits became a challenge. This transparency gap between departments made it increasingly difficult to meet order fulfillment targets and uphold delivery promises.

Solution

Ascent Solutions implemented a robust, fully integrated cloud ERP system on Salesforce, leveraging native functionality alongside key ISV partners, Kulturra Payment Center and Junodoc. To ensure financial continuity, the system was seamlessly synchronized with their off-platform Xero accounting software.

CCTVdirect’s embrace of digital transformation overhauled its opportunity-to-order workflow. By automating the pipeline and simplifying the transition from sale to fulfillment, the team has achieved revenue targets and efficiency gains with its leanest team to date — delivering an immediate 25% improvement in order and inventory management, while embedded payment links within quote templates have transformed the buying experience, now driving approximately 15% of monthly sales and eliminating significant manual processing for the team.

CCTVdirect’s customer experience was further elevated by integrating Kulturra’s PCI-compliant payment links, empowering clients to self-authorize transactions securely. Operationally, the company now benefits from total warehouse transparency and real-time stock visibility. This precision allows for accurate delivery forecasting, shifting the focus from manual inventory counting to delivering tailored security solutions. The result is a substantial leap in operational efficiency, data accuracy, and sales productivity.

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