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CQ Floors – Case Study

Executive Summary

CQ Floors, a flooring sales and installation company, is based in San Marcos, CA. Since its inception in 1984, the company has been serving Residential, Multifamily, and Commercial customers, boasting over 40 years of experience in the industry. In 2021, the business was acquired from Dennis Herald by Justin and Nicole Lensen.

The company operates with a dedicated team of six professionals:

  • Dennis Persaud: Director of Operations
  • Jose Carrera: Installation Manager
  • Fernando Diaz: Sales
  • Paola Acosta: Sales and Administrative Support

Currently, CQ Floors has one operation but has ambitions to expand into additional markets.

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The Challenge

“Before partnering with the Zenatta team, our bid process suffered from sluggishness, resulting in significant delays in responding to customers. This often led to bids lacking crucial details, as manual data transfer from our estimating software to our core ERP system proved error-prone. While our core ERP software effectively handles business operations, its reliance on a dated platform limited accessibility to on-premise installations from Windows-based systems. Moreover, its complexity posed challenges for new users. Additionally, our sophisticated estimating program operated independently from our ERP environment, necessitating manual data transfer to our ERP bidding platform.”

Justin Lensen – Owner


Our team executed multiple key implementations for CQ Floors within their CRM, significantly enhancing their operational capabilities. These implementations include integrating essential third-party applications, RollMaster and M2, to create a comprehensive, cloud-based solution via Zoho CRM.

Key Features

  1. CRM Deal Creation
    • Users can now create a deal directly from an account in the CRM.
    • From the deal, users can initiate an M2 Project, which sets up measurement properties for flooring projects.
  2. API Integration with M2
    • We’ve established an API connection between M2 and Zoho CRM.
    • This allows seamless data push and fetch operations, enabling us to gather all necessary data to create quotes efficiently.
  3. Custom Quote Logic
    • Custom logic has been developed for quote creation based on data retrieved from M2.
    • This logic ensures accuracy and comprehensiveness in the quote generation process.
  4. Quote Document Generation
    • Quote documents are created using Mail Merge.
    • These documents offer three levels of detail: with quantities, without quantities, and all quantities.
    • Each quote includes detailed information on Style, Color, Unit of Measure (UOM), Quantity (QTY), and Total, providing a transparent pricing breakdown.
  5. Order Creation in RollMaster
    • From the quote in the CRM, users can directly create an order in RollMaster.
    • This integration ensures a smooth transition from quote to order, minimizing manual entry and potential errors.
  6. Billing Function Mimicking RollMaster
    • A comprehensive function has been developed to replicate RollMaster’s billing calculations.
    • This ensures that billing is 100% accurate when data is pushed to RollMaster.


  • Seamless Integration: The API connection bridges the gap between M2 and Zoho CRM, streamlining data flow and operational efficiency.
  • Accurate Quotes and Orders: Custom logic and detailed quote documents ensure precision in pricing and order creation.
  • Enhanced Billing Accuracy: The function mimicking RollMaster’s billing system ensures that financial calculations are consistently accurate.


“Thanks to the expertise of the Zenatta Team, we successfully integrated our current ERP and estimating software with Zoho CRM, using API connections. Zoho CRM served as the ideal intermediary, allowing us to consolidate our data seamlessly. Now, we can effortlessly transfer data from our estimating program to CRM, utilize our ERP catalog for project bids, and generate accurate quotes for our customers in a fraction of the time it previously took. As we begin rolling out the program to our team, we anticipate even faster bid turnaround times. Our solution heavily relies on deluge scripting and custom CRM modules, which have been instrumental in achieving this seamless integration.

I enthusiastically recommend Zenatta to anyone seeking top-notch software solutions. Their meticulous approach to tracking and system building reflects a deep understanding of client needs, ensuring a tailored experience that exceeds expectations. The session tracking feature has been a lifesaver, offering clarity and organization in the midst of busy schedules and tasks. Furthermore, their adeptness with Deluge scripting and Canvas views within ZOHO CRM showcases their commitment to providing versatile and user-friendly tools. Beyond their technical prowess, the Zenatta team’s dedication to delivering exceptional customer service shines through in every interaction. Their responsiveness, expertise, and innovative solutions make Zenatta a standout choice for friends and colleagues alike.”

Justin Lensen – Owner

Billy Bates

Senior Web Developer

Billy is a Wordpress Developer with an eye for design. His knowledge will help our company website and client sites meet their goals. Billy and his young family have just moved to Ashland Oregon, and are looking forward to exploring the area’s amazing beer, wine, and food. He also has a passion for synthesizers and drum machines.

Lucas Sant'Anna


With a background in Operations Research and Data Analysis, Lucas is a Brazilian programmer that likes to get stuff done quickly and reliably. In previous jobs, he implemented industrial job scheduling, fleet management and detailed long-haul route optimization – among other data-driven processes – to reach objectives of increased profit and reduced wasted resources. His goal is to make Zoho fully automated and with more meaningful data for spot-on decisions.