AHTD Members in Action: Rubber Tree Systems Powers a More Connected Sales Organization for MCE Automation
How Rubber Tree Systems helped MCE Automation Connect Sales Teams and ERP Data Across a Growing Organization
AHTD distributor member MCE Automation is using technology from fellow AHTD supplier member Rubber Tree Systems to bring its growing organization together, improve sales visibility, and support its "One MCE" initiative.
Growth through acquisition creates exciting opportunities for industrial distributors, but it also brings the challenge of connecting teams, systems, and customer relationships across an expanding organization.
For MCE Automation, a leading industrial distributor specializing in motion systems, flow control, rotating equipment, and automation, that challenge became a key part of its strategy as the company continued to grow.
Through its "One MCE" initiative, the organization set out to create a more consistent sales process, improve collaboration across divisions and product lines, and give employees a shared view of customer relationships and opportunities.
Connecting the Business Around Shared Customer Data
With multiple ERP environments and acquired teams moving toward a more unified Epicor Prophet 21 (P21) environment, MCE needed a solution that could bring critical sales and customer information together.
MCE turned to Rubber Tree Systems, an AHTD supplier member specializing in ERP-integrated CRM and business intelligence solutions for distributors.
Today, more than 500 users across three connected rubbertree.app instances have access to customer insights, sales activities, opportunities, and reporting.
"Rubbertree.app is our one-stop-shop," said Lori Kelly of MCE Automation's Sales Operations team.
By connecting sales information across divisions, locations, and product lines, MCE is making it easier for teams to collaborate around shared accounts and customer relationships.
Giving Sales Teams a More Complete View
With customer history, activities, opportunities, quotes, and orders accessible in one place, MCE's sales teams can prepare for customer conversations with better context and spend less time looking for information.
The platform also gives sales leadership greater visibility into activity and performance across the organization.
Through real-time reporting connected to P21 data, MCE can track bookings, open orders, quotes, invoices, and other key business metrics.
"Real-time reports like Daily Performance, are our go-to reports that help us make better decisions," Kelly shared.
Supporting the One MCE Vision
For MCE, the value extends beyond access to data. By connecting teams around shared customers, opportunities, and business information, Rubber Tree Systems is helping the organization establish more consistent sales practices and strengthen collaboration across its growing network.
The result is a more connected sales organization with a trusted source of information for both frontline teams and leadership.
Read the full MCE Automation case study.
Monday, October 26, 2026
by: Jen King
Section: Press Releases
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