Who we are.

After more than 10 years in tech sales, focused on power electronics and cycling through countless CRM systems, I realized none of them supported the workflow required for this kind of business. Companies like ours don’t just sell standard products; we offer customization, engineering services, and fully custom builds. Every CRM I tried ended in disappointment. The workflow patterns didn’t match the job, so filling out the CRM always felt like an extra step or duplicated work.

And even worse, it didn’t work in reverse. Entering everything into the CRM first never produced the output needed to communicate how our products were priced. Deal stages designed for consulting firms, multimedia companies, or SaaS products felt forced and unnatural because they simply didn’t fit the workflow of custom manufacturing.

Most of the real work happened in Excel: manual margin calculators, hand built quotes, BOM lists, price sheets, and templates. I’d often have multiple screens open just to assemble a single quote—copying and pasting between documents, hoping not to introduce human error. The same questions came up again and again:

• Did you remember to convert the currency?
• Did you discount from the right line?
• Did you pull the correct product price from the margin calculator?

Eventually, after yet another CRM failed to fit the workflow, I had a thought: What if I built my own? With a background in computer science and physics, there was no reason not to try. So I jumped in.

I started by building tools for my own sales job, integrated with our ERP. First, a dashboard to see where things stood. Then quoting tools, customer management, lead management, and more. Nights and weekends went into solving one real problem: quoting for custom manufacturing.

Now, we’re launching this tool, a complete CRM with light ERP functionality designed to replace spreadsheets and inefficient systems. It handles quoting, order entry, invoicing, returns, credits, and more. It integrates with third party systems like QuickBooks, and most importantly, it includes tools that actually work for custom and standard manufacturing workflows.

Revision control, drawing control, document control, BOMs, labour - Modustra IQ can account for all of it. From BOM import tools to step file viewing, this CRM is built for one group of people:

People who make things.