Streamlining Conference Tech: How Carlson Audio Visual Upgraded Efficiency with Salesforce

Carlson Audio Visual turned to Redtag for a CRM overhaul to centralize client data and streamline operations. With a tailored Salesforce solution, we integrated UBS R2, automated workflows, and provided real-time insights—enabling Carlson to enhance efficiency and focus on delivering exceptional conference services.

About:

Carlson Audio Visual is a leading provider of high-quality conference technology, offering equipment and support services for hotels, resorts, and corporate clients across the country. Known for reliability and a sharp focus on client satisfaction, Carlson’s team works hard to deliver seamless, high-tech conference experiences. Yet, behind the scenes, an outdated CRM system was making it harder for them to maintain this reputation efficiently.

Industry:

Audio visual equipment supply

Partners since:

2024

CLOUDS & TECHNOLOGIES:

Salesforce Einstein AI

UBS R2

Email Integration (Gmail/Outlook)

Web-to-Lead Functionality

The challenges

The Need for Better Connections: Challenges Faced

As Carlson Audio Visual expanded, so did their need for an efficient, centralized CRM. Their legacy system limited their ability to track customer information and manage sales effectively. Without an integrated solution, they struggled with fragmented data across accounts, orders, and contacts.

Additionally, Carlson’s order management system, UBS R2, wasn’t syncing well with their CRM, causing miscommunications and missed opportunities to streamline operations.

The solution

A Smart Solution: Modernizing Carlson's Operations with Salesforce

To bring Carlson Audio Visual up to speed, we implemented a customized Salesforce Sales Cloud solution, designed to meet their unique needs in conference services management.

Salesforce Sales Cloud Deployment. We started with Salesforce Sales Cloud Quick Start to provide a single platform that centralizes all sales and customer data. This change gave Carlson a streamlined interface for managing accounts, contacts, opportunities, and contracts, replacing the patchwork processes that had caused issues in the past.‍
Integration with UBS R2. Carlson’s order management system, UBS R2, required integration to ensure that order processes were as efficient as possible. By integrating UBS R2 with Salesforce, we established a synchronized workflow that reduced the risk of errors and kept orders in line with client needs.

Customized Reporting and Dashboards. Standard reporting couldn’t cover all of Carlson’s needs. We customized Salesforce’s reporting tools to generate detailed dashboards that provided real-time insights into operations, from client data to sales cycles. This gave Carlson a clearer understanding of their pipeline and helped them make informed decisions based on data that’s current and relevant.
Automation and Hands-On Training. To ease adoption, we implemented automation features that streamlined repetitive tasks, allowing Carlson’s team to focus on high-value activities. Training sessions for admins and end users followed, designed to give the team full confidence in using the new tools. We tailored these sessions to Carlson’s workflows, ensuring the staff felt supported every step of the way.
Post-Go-Live Support. Our partnership didn’t end with implementation. We provided ongoing support to Carlson’s team, staying available to troubleshoot issues, answer questions, and refine system functionality based on real-world feedback. This consistent support has ensured Carlson’s CRM continues to meet their needs as they grow.

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The RESULT

Making It Count: Results and Impact

With Salesforce in place, Carlson Audio Visual has seen measurable improvements across their operations. Their centralized CRM has allowed for a more cohesive view of clients and orders, reducing time spent on manual data entry and order tracking. Enhanced dashboards have made it easier for team leaders to access critical information quickly, resulting in faster, more informed decision-making. The integration with UBS R2 has significantly reduced errors in the order process, leading to smoother operations and higher client satisfaction.

Carlson’s team reports they now feel more equipped to focus on core activities, confident that their CRM is handling the details. In short, this upgrade has empowered them to work smarter, keep clients happier, and strengthen their position in the competitive conference tech landscape.

Q&A Session