From “We Think” to “We Know”: How BGR Found Their Sales Truth

Ohio distributor leverages unified data to prove sales performance and drive profitable decisions.

BGR Packaging is a family-owned and operated Ohio distributor serving customers within a 100-mile radius. Leadership needed better insights to verify if sales efforts resulted in real revenue, profitability, or customer retention, as existing information was scattered across systems.

BGR engaged Wavicle to build an executive dashboard that consolidated data from across their systems, enabling a single, trustworthy view into sales activity, margins, and goal tracking

The Challenge: Fragmented systems and limited visibility

BGR’s business data was spread across four platforms: Sage X3 (primary ERP), Label Traxx ERP secondary ERP), HubSpot (CRM), and Excel files used to track sales goals. With key information fragmented across these systems, leadership struggled to confirm whether sales performance matched actual revenue, relied on inconsistent goal-tracking methods, and lacked visibility into how recurring revenue programs were performing.

The Solution: A consolidated executive dashboard

To address the lack of visibility across systems, BGR turned to Wavicle with a clear ask: a single dashboard to track key metrics across sales, margins, and program adherence. Wavicle translated that vision into a technical solution, delivering the dashboard in two structured phases.

• Phase 1 (5–6 weeks): Wavicle designed an Azure-based architecture, built ETL pipelines from Sage X3, Label Traxx ERP, HubSpot, and Excel, created a SQL Server data warehouse, and developed an initial Power BI dashboard covering approximately 85% of the requested KPIs.
• Phase 2 (4 weeks): Wavicle worked closely with BGR’s SMEs to finalize complex KPI definitions such as margin accuracy, ARR tracking, and sales performance alignment ensured each metric was mapped to the correct source, resolved data quality and pipeline issues, and implemented enhancements including new filters, simplified logic for complex visuals, and layout improvements. The result was a fully operational Power BI dashboard with a daily automated refresh, giving BGR leadership the clarity they needed to make informed decisions.

Sage X3 and Label Traxx ERP contained non-intuitive tables and structures, which Wavicle navigated by partnering closely with BGR’s subject matter experts to identify the right data sources and relationships. Midway through the project, a HubSpot API update disrupted data pipelines. Wavicle diagnosed the issue, updated endpoint URLs, adjusted for schema changes, and republished the integrations to restore data flow ensuring delivery stayed on track.

The Results: Accurate, reliable sales insights  

With the new executive dashboard in place, BGR gained:

• 98% reporting accuracy, replacing manual, inconsistent processes
• Daily refreshed data, giving leadership real-time visibility into sales and margin performance
• Clear accountability, with sales activity validated against actual financial outcomes

For the first time, BGR leadership could validate sales team performance against profit margins and recurring revenue. The dashboard allowed them to evaluate program success, track commitments, and make confident business decisions with accurate, consolidated insights.

This project created a foundation for broader modernization. Future opportunities include deeper ERP integration between Sage X3 and Label Traxx ERP and exploring advanced analytics such as AI-driven forecasting. With the core architecture in place, BGR is positioned to expand its use of data for long-term growth.

BGR Packaging now operates with the same level of visibility as much larger enterprises. By consolidating fragmented systems into a single source of truth, Wavicle delivered the clarity and accuracy needed for leadership to answer the critical question: “Are we really meeting our goals?”