From Frustration to Flow: How a Multi Channel Services Company Unified Sales Service and Marketing with Salesforce
Industry: Multi Channel Services
Location: United States
Services Delivered: Salesforce Sales Cloud, Service Cloud, Field Service Lightning, Marketing Cloud Account Engagement (Pardot), Digital Engagement, Twilio, Calendly, RingCentral, SunPower
The Challenge: A Growing Business Trapped in Disconnected Tools
A fast-scaling company with 50 team members across two divisions, one focused on field implementation services and the other running a full service marketing agency, was experiencing rapid growth but their technology stack was not keeping up.
- Commission tracking was stuck in spreadsheets
- Leads were slipping through the cracks
- Follow-up tasks relied on memory rather than automation
- Several tech tools that were purchased were either broken or never correctly activated
- Although they had invested in Salesforce, early setup attempts failed to deliver value
Additional breakdowns included:
- Promised capabilities like texting leads from Salesforce never materialized
- Service Cloud Voice had call routing issues
- Field service technicians lacked mobile job access
- Leadership had no real time visibility into reports or performance metrics
They needed more than a basic CRM. They needed a connected solution that powered sales service and marketing from one platform.
The Turning Point: Building a System That Actually Works
After realizing their Salesforce environment was only partially configured and missing key functionality, leadership brought in Salesforce experts to execute a full scale rebuild.
The approach was to make Salesforce the single source of truth for every department (sales, marketing and service), connect the right tools, integrate data and automate routine actions to save time and prevent missed opportunities.
The Solution: A Fully Integrated Salesforce Ecosystem
Sales Cloud Implementation
- Migrated legacy sales data into Salesforce and designed a streamlined sales process
- Added custom fields and automations for tracking deals follow-ups and commission payouts
- Built dashboards with real time payroll insights
- Integrated Gmail, RingCentral, Calendly, and SunPower for unified communication
- Automated workflows to flag leads untouched for more than 30 days
Service and Field Operations
- Implemented Service Cloud and Field Service Lightning to modernize service delivery
- Launched a mobile app so field technicians could update schedules, view tickets and log jobs on site
- Applied role-based permissions for dispatchers managers and technicians
- Added case creation and tracking workflows for quicker resolutions
- Introduced asset and contract management tools for long term service consistency
Marketing Automation with Marketing Cloud Account Engagement (Pardot)
- Transitioned the marketing team to Marketing Cloud Account Engagement (Pardot)
- Mapped custom fields between Salesforce and Marketing Cloud Account Engagement (Pardot)
- Set up website visitor tracking to improve lead scoring and attribution
- Built segmented lists and launched an automated engagement program for instant follow ups
- Developed branded email templates and automation rules to reduce manual workload
Digital Communication That Delivers
- Overhauled digital engagement to fix SMS and chat issues
- Integrated Twilio for in platform SMS messaging
- Configured two channels SMS and live web chat with role based permissions for secure access
- Tested all communication tools to ensure they worked from day one
The Result: One Platform Total Visibility
With Salesforce properly implemented the company replaced confusion with clarity. Processes are faster, communication is consistent and leadership finally has real time insights.
What changed:
- No more spreadsheets for calculating commissions. Reports now generate payroll instantly
- Sales reps are alerted when a lead goes too long without contact
- Service techs close jobs on the spot using the mobile app
- Follow ups are automated instead of forgotten
- SMS conversations are tracked and managed inside Salesforce
- Leadership can instantly see performance trends and business health metrics
What Comes Next: Growth Without Growing Pains
With a fully connected Salesforce environment the company is positioned to scale confidently:
- Every new hire is onboarded into a proven system
- Every lead follows the same optimized automated journey
- Every department pulls insights from the same data source
No more duct-tape fixes or broken promises, just one platform that delivers. Ongoing support enhancements and new automations continue to evolve the system as the business grows.
Key Takeaways
| Before | After |
|---|---|
| Disconnected sales, service and marketing tools | One integrated platform |
| Manual commission tracking via spreadsheets | Automated reporting and payroll |
| Leads slipping through the cracks | Lead alerts and follow up automation |
| No texting or chat within Salesforce | Twilio SMS and live chat fully integrated |
| No real-time visibility for leadership | Dashboards with instant performance metrics |