BRF Consulting’s work boosts an LED-panel business's revenue to 700% in just three years
- Anna Lopes
- 20 hours ago
- 5 min read
BRF Consulting's work consolidating LedWave’s business processes led to a revenue increase from $4.95 million in 2023 to $40 million this year.
LedWave is a market leader of digital visual communication in Brazil. It manufactures, sells, rents, installs, and maintains LED panels, wall screens, and related products. These electronic technology displays are slowly replacing posters, static signage, and building facades everywhere.
The multinational LED-panel company was founded in 2011 with an initial investment of approximately $2,400 (about R$12,000 BRL, based on a 1-5 exchange rate on June 3, 2026).
Last year, it reported approximately $40 million in revenue (R$200 million BRL), “a record-breaking gain, and an indicator of recovery from previous years,” according to Exame magazine. In 2024, LedWave generated approximately $9.5 million in revenue — a 99% increase compared to 2023, when it recorded $4.95 million.
LedWave’s revenue growth in the last three years coincides with two occurrences:
A steady increase of its inventory to avoid logistical bottlenecks – an issue exacerbated by the pandemic, trade wars, and erratic climatic occurrences – as well as heavy investment in proprietary media assets, and expansion of a long-term leasing model of its products.
Hiring BRF Consulting (BRF) in May 2023 to overhaul the LED company’s Salesforce architecture, development, and integration.
In 2022, LedWave purchased a Salesforce Sales Cloud license in hopes of upgrading Nectar, its legacy Customer Relationship Management (CRM) system. A year later, it contracted with BRF to incorporate the cloud-based CRM to automate its operations, streamline sales, and enhance customer satisfaction.
“LedWave already had some Salesforce Sales Cloud licenses; however, it was not using the application,” says Angelo Buss, BRF founder. “BRF helped migrate its previous CRM into Salesforce, optimizing the process for its sales team and other departments.”
How did LedWave learn about BRF?
Salesforce Brazil had recognized BRF for its work integrating the cloud-based software into a company specializing in technology services for corporate and government markets.
The collaboration led to the development of a platform that enabled this client to create and customize applications and workflows, enhance employees’ experience, and improve its metrics and decision-making.
“LedWave was looking for a company with expertise in Salesforce and found ours [to be] the perfect match to help implement its business requirements [using] this modern CRM platform,” Buss explains.
What were LedWave’s original needs?
After several discovery calls with LedWave’s technical staff to understand its operations and the basic requirements of its commercial, finance, legal, and distribution departments, the two signed a contract.
Felipe Elijah, a BRF Consultant and Salesforce Developer, has served as the Tech Lead on this project, helping create a customized Agentforce Sales (formerly known as Sales Cloud) solution from the beginning. He explains what LedWave required at first:
An organized system’s interfaces, so that sales or project information could be easily filled out and saved.
A systematic record validation rule to ensure that records could only request pertinent information.
Integration of Salesforce with other systems and departments to secure quicker and more efficient retrieval of customer information.
A reliable interface to replace Excel sheets and unify information in the sales process more easily.
The automation of monthly and annual reports on opportunities and dashboards to help teams and managers monitor and evaluate sales and potential projects.
“All [these initial] needs were solved and allowed the customer to evolve its operations and make its processes quicker, more reliable, and [create] reports that [became] more precise than before,” Elijah notes.
BRF’s approach to this project
Over the years, BRF has supplied LedWave with several professionals experienced in system architecture, integration, and development to incorporate Salesforce into its operations.
“I’ve worked with the team on multiple Integrations between key tools and Salesforce,” Elijah says. “I have implemented custom interfaces and automations designed for purposes ranging from sending notifications to calculating the offered price to achieve specific goals, for example.”
Currently, there are four other BRF engineers allocated to this project: Gabriel Pereira Azevedo, Gabriel Menino, Pedro Angert, and Lucas Guerra, who also provide full-stack development with Salesforce, system interaction, and mobile development.
“Since the beginning of the project, the customer was very flexible and up to accepting new tools and automations, which helped me not only to discover new functionalities inside Salesforce but also implement them in a way that the entire project was positively affected by these changes,” Elijah adds.
BRF Consultant Felipe Elijah and BRF Founder Angelo Buss attend the 2024 LedWave Conference in Sāo Paulo, Brazil. (Source: Angelo Buss)
What tools have been used?
Several software have been incorporated into LedWave’s Salesforce over the years.
“The most important tools that I have used since the beginning of the project were Triggers to automate the processes in a very customizable way, Apex code not only to automate processes and organize opportunity receipts, but also to integrate Salesforce with other platforms, and Flows and Validation rules for automating processes, and to avoid wrong information inside records,” Elijah explains.
Besides those:
Visualforce framework and Lighting Web Compoents were employed to create custom interfaces, replacing sales team’s spreadsheets.
Heroku and Python were applied to generate editable commercial proposals directly from PowerPoint solutions, reducing manual effort and increasing efficiency.
Artificial Intelligence and AgentForce are currently being implemented.
“Our team integrated Salesforce with several applications such as SAP, RDStation, and Octadesk with our custom solution named BRF Integrator, which leverages on APIs,” Buss adds.
Services provided today
With the modern CRM system now in place, LedWave’s Salesforce requires adjustments to make monitoring easier, enable exporting and easier report use, improve follow-up on project progress, and enable the use of an AI Agent.
“We are currently doing our best to improve the goals, especially the visualization of reports and dashboards,” Elijah notes. “We are also preparing and testing for future integrations that will make the usage of an AI Agent not only efficient for sales but also the safest [option] possible.”
As LedWave expands its LED business in Brazil, the United States, and other Latin American countries, BRF will continue to support the optimization of its operations.
“There is always room for growth, [because LedWave is] always looking for innovation, business process optimization, and efficiency,” Buss says.
In fact, BRF is currently developing a Field Services mobile application that is fully integrated with LedWave’s Salesforce platform. This tool will allow dozens of external users to track all the processes related to LED panel installations in the field.
Has LedWave accomplished its growth goal?
Since hiring BRF in 2023, LedWave’s revenue has grown by approximately 700%, and it has doubled its Salesforce users’ licenses, adding more departments to the software platform to support its sales, projects and logistics teams.
“More than 90 users from sales, distribution, legal, HR, and services operations started using Salesforce,” Buss says.
There has also been an improvement in the quality and quantity of projects.
“Customer Service requests and Sales became more productive and much more reliable, and [LedWave’s] processes became more efficient… experiencing considerable sales growth,” Elijah explains. “I’m really looking forward to continuing to innovate with the BRF Consulting team on this special project.”
In May 2026, BRF and LedWave completed a three-year collaboration.
“BRF is looking forward to maintaining this strong partnership and delivering valuable solutions, so LedWave can remain a leader in this industry,” Buss concludes.
About the author: Anna Lopes is the Communications Specialist for BRF Consulting.
Angelo Buss is the founder of BRF Consulting.
Felipe Elijah is a Salesforce Engineer at BRF Consulting.
BRF Consulting is a Salesforce ISV partner specializing in Salesforce Agent Force, Artificial Intelligence, Data Engineering, and Software Development, and in assisting businesses to scale and become more efficient. For more information about our services, email us at contact@brfconsulting.com. |
Comments