Bioforce is a leading Canadian natural health products company with a national field sales team and a complex retail execution model. Its commercial operations involve hundreds of SKUs, multiple discount rules, seasonal promotions, and coordination with distributors and an ERP system that manages fulfillment.
Field representatives visit retailers across the country to assess inventory needs, discuss promotions, and capture orders. As this model scaled, order capture and coordination increasingly relied on manual steps, informal handoffs, and post-visit clarification. SKU-level accuracy varied by rep, pricing and discount rules were difficult to enforce consistently, and back-office teams spent significant time resolving incomplete or inconsistent submissions before orders could be approved and fulfilled.
The challenge was not simply adopting a CRM, but designing a system that could support the realities of Bioforce’s retail execution at scale, shaped by four constraints:
Mobile, in-store order capture
Reps needed a unified tablet-based workflow to initiate orders directly in retail locations without disrupting in-store conversations.
Pricing and discount governance
The system had to apply complex pricing rules, promotions, and approvals consistently across hundreds of SKUs.
Coordination across teams and systems
Orders required clean handoffs between field reps, managers, distributors, and the ERP system responsible for fulfillment.
Accuracy and scalability
Any solution needed to improve order accuracy and visibility while reducing follow-up work as the business continued to grow.
Bioforce needed more than configuration. It required a purpose-built retail execution and order management product on HubSpot that could align field activity, pricing logic, and fulfillment into a single, reliable process.
The Solution
A complete retail execution workflow built on HubSpot Sales Hub
Learners designed a custom CRM architecture on HubSpot Sales Hub to support in-store execution, order capture, discount governance, and leadership visibility.
Tablet-Optimized Order Capture
Learners built a mobile-ready ordering experience that allows reps to create accurate orders directly during store visits. Using tablets, reps select the retailer, choose SKUs, apply the correct discounts, and review the order on the spot. Upon submission, the order automatically creates a deal record inside Sales Hub with full line-item detail.
Image: Mobile Retail Ordering Workflow (Sales Hub)
Custom Order Architecture in Sales Hub
Learners implemented a complete object model inside Sales Hub that reflects Bioforce’s commercial structure:
- A dedicated retail order pipeline
- SKU and item-level representation through custom objects
- Retail account records with full history
- Associations between retailers, orders, line items, promotions, and field reps
Discount and Pricing Governance
Learners built an approval workflow inside the Sales Hub that enforces Bioforce’s pricing logic. When an order requires review, Sales Hub automatically routes it to the appropriate manager. Approved orders maintain clear documentation, improving consistency and reducing clarification cycles.
Image: Discount Review and Approval Workflow in HubSpot
Integration Alignment with ERP
Orders originate inside Sales Hub, then flow into the ERP for fulfillment and financial processing through integration pathways aligned to Bioforce’s existing architecture. This maintains ERP accuracy while allowing field operations to run through a sales-friendly CRM interface.
Image: Approved orders flow from HubSpot into Bioforce’s ERP, maintaining system-of-record integrity for fulfillment and finance.
Retail Visit Logging
Reps log store visits, capture conditions, identify promotions, record stocking needs, and attach follow-up actions. Sales Hub maintains a full timeline of field activity, tying visit data directly to order outcomes.
Reporting and Commercial Visibility
Learners built a set of dashboards that surface:
- Order volume
- Retail visit activity
- Promo and discount usage
- Line item trends
- Rep performance
- Forecast indicators
Sales Hub became the commercial command center for Bioforce’s leadership.
Image: Commercial dashboard
Results
Following rollout, Bioforce established a more consistent and reliable operating model for retail order capture and fulfillment. Based on observed workflow changes and team experience, the platform has enabled:
The Impact
The platform changed how Bioforce executes retail sales and manages orders at scale.
Instead of relying on informal processes and manual coordination, Bioforce now operates with a structured, repeatable sales execution model that connects field activity, pricing governance, and fulfillment into a single operating flow.
As a result:
- Retail execution is consistent across reps and locations, rather than dependent on individual habits.
- Pricing and discount decisions are governed and repeatable, reducing risk as the business scales.
- Sales leadership operates with shared visibility into performance, activity, and order progression.
- Field execution, distributor coordination, and ERP fulfillment function as one connected process, rather than separate handoffs.
- The CRM reflects the real-world complexity of Bioforce’s commercial operations and can evolve as the business grows.
The outcome is a durable Sales Hub foundation that supports execution today while providing the structure Bioforce needs to scale without increasing operational friction.
AI Application
Bioforce used native HubSpot AI capabilities selectively, building on a foundation of structured data, standardized workflows, and governed access.
Within HubSpot, AI-supported features are used to:
- Assist with data cleanup and normalization, helping maintain accurate routing and reliable CRM records.
- Generate call summaries, reducing manual note-taking while preserving consistency across rep activity.
- Surface contextual insights for managers, supporting faster review of rep engagement and order activity.
AI usage is applied in controlled, internal contexts and operates within HubSpot’s role-based permissions and auditability standards. AI augments existing workflows without replacing governed controls.
