Location/Region: Opelika, AL
Industry: Audio Visual Services
Apps implemented: CRM, Sales, Purchase, Accounting, Knowledge. They are also integrating Inventory, Projects, Expenses, Documents, and VOIP.
Company size: 20
Software replaced: D-tools and Quickbooks, among other software
Hosting type: Odoo Online
When Auburn AV outgrew spreadsheets and disjointed tools, the Alabama-based audio-visual company turned to Odoo. The result? Smoother workflows, more control, and a system that supports their unique mix of AV installation, event production, and national subcontracting.
Based in Opelika, Alabama, Auburn AV is an audio-visual company with a diverse portfolio. With roughly 20 team members, the business supports everything from church auditoriums and stadiums to national chains and university sport games. Auburn AV’s services span three core verticals: commercial AV design and installation, live events and rentals, and national subcontracting work for large firms.
The company’s journey began nearly 30 years ago when co-founders John Crawford and his college roommate bought a DJ business in the mid-1990s. What started with weddings and proms evolved into full-scale AV systems and major live event production. Auburn AV’s technical credibility (John studied engineering and physics, while his co-founder studied business) allowed them to scale their offering with precision and persistence.
"We know what we're doing. We're going to take care of you. And we’ll keep working on it until we get it right."
The Challenges Before Odoo: Fragmented Tools and Hidden Data
Before implementing Odoo, Auburn AV relied on a patchwork of five or six different, disconnected tools. Documents were scattered across individual computers, making collaboration difficult and version control nearly impossible. “One piece of software might live on this person’s computer but not on another’s. It was a whole lot of ‘Where’s the file at?’” Crawford recalls.
They evaluated multiple ERP systems tailored to AV companies, including D-Tools, as well as other platforms focused on IT, low-voltage, or security installations. But each had a fatal flaw, none supported the rental and production side of the business. “We needed a system flexible enough to grow with us,” Crawford explains. Odoo’s modular structure, despite requiring more setup effort, proved to be the most adaptable and scalable choice.
Finding the Right Fit: Odoo Brings Flexibility Without Limits
Crawford first learned about Odoo through Julian, the head of Auburn AV’s events division, who was testing the free single-app mode. Initially skeptical, Crawford later realized Odoo was the only solution robust enough to integrate both the company’s installation and event production needs.
Since beginning implementation in January 2024 and gradually going live in 2025, Auburn AV has deployed several Odoo apps: CRM, Sales, Purchase, Accounting, and Knowledge. They’re also integrating Inventory, Projects, Expenses, Documents, and VOIP, with plans to build APIs to connect Odoo to their AV-specific quoting tools.
One major time-saver has been the streamlined sales-to-purchasing workflow. “Before Odoo, sales would create a spreadsheet quote, hand it to purchasing to make a PO, and then the paper would go back and forth. Now, it’s all in the system. Both parties can see it at the same time, message within the app, and move faster,” Crawford says.
Odoo also improved transparency. Previously, sales had no visibility into purchase order statuses. Now, they can check updates directly in Odoo, reducing the need to constantly ask the purchasing team for status reports. “Inside of QuickBooks, they had no visibility on anything. Odoo fixes that,” he says.
For Crawford himself, Odoo is empowering. “As an owner, I used to ask an admin to pull reports, which took hours. Now, I just click through and get the answers myself. I haven’t even turned on dashboards yet, and I’m already excited about what’s possible.”
"Before, I had to ask an admin to get any report. Now I click through and find it myself. That’s huge." John Crawford, Co-owner of Auburn AV
Among the standout features, Crawford points to Chatter and automated purchase orders from sales orders. “These automations save a lot of time,” he notes. The ability to track history and activity on any item also stands out. “Being able to go back and see who did what and when, it’s a lifesaver when you need answers.”
While Auburn AV is still early in its full rollout of Odoo, the impact is already visible, even in the limited parts of the business where it's fully live.
"We’re really just now getting to the point where Odoo is the main tool we use. And we’ve already seen workflow improvements in those areas. That’s exciting."
What’s Next for Auburn AV, and Odoo's Role in Getting There
Auburn AV has ambitious plans, both in business growth and in how they use Odoo. ”
"When we bought Odoo, we were a $2–2.5 million company. This year, we’re pushing $4 million. That’s not all because of Odoo, but we knew we couldn’t get to our $10 million goal by 2030 without the right backend systems in place."
Odoo is a key part of that infrastructure. As they scale, they’re rolling out more apps, like Inventory, Timesheet, and Project Management, and beginning to automate job costing and recurring billing. The flexibility of Odoo is essential, especially as they eye a major strategic shift.
One of Auburn AV’s future business models is AVaaS, AV as a Service. Much like the phone industry’s subscription plans, AVaaS lets clients pay monthly for fully supported AV systems with regular upgrades and maintenance included. “Recurring billing, asset tracking, inventory swaps, all of that is complex,” says Crawford. “Doing it manually would be a nightmare. Odoo gives us the tools to make AVaaS possible, maybe not this year, but likely next year. And without Odoo, I doubt we could get there at all.”
Auburn AV proves that you don’t need to be a tech company to benefit from Odoo. If you’re a growing business juggling sales, logistics, and operations, especially in industries with complex project timelines and inventory Odoo can transform your back office into a streamlined, data-driven operation. Want to scale like Auburn AV? Start your journey with Odoo today and unlock the systems that fuel sustainable growth.
