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Salesforce · Certinia · Administration · Operational support · Case study

Salesforce Sales Cloud and Certinia Administration and Operational Support

One of the world's leading advertising and marketing services companies needed its global sales and marketing data in one place. This case study shows how Salesforce Sales Cloud and Certinia were implemented and customised to streamline operations, improve reporting and give every team a 360-degree view of each client.

  • Salesforce
  • Certinia
  • Sales Cloud
  • Email Studio
  • AMPscript
  • Automation Studio
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Laptop and tablet showing CRM reports and dashboard charts on a desk
Industry
Advertising services
Location
London, Greater London
Timeline
18 months
Platforms
Salesforce, Certinia
Company size
Over 5,000 employees

Results and business outcomes

Measurable Results

  • 30%Higher operational efficiencyA scalable, efficient marketing automation system boosted the SEO team's operational efficiency by 30%.
  • Real-time visibilityManagers in every region see task status and campaign metrics on one unified dashboard.
  • Faster onboardingUnified workflows and automation speed up client onboarding and deliverable tracking.
  • 360°Client viewOne data model brings customer data from all sources together for every team.

Client and industry context

About the Client

The client helps its partners transform digitally through the right mix of technology, strategy and training. It is headquartered in the United Kingdom and has offices in the USA, Israel, Japan, Europe, the UAE, Southeast Asia and Africa.

With teams on several continents, managing sales and marketing data was becoming increasingly complex. The company needed one platform to consolidate its data, simplify operations and give every team the same accurate view of each client.

The engagement implemented and customised Salesforce Sales Cloud and Certinia, building a dynamic data model, connecting key business systems and rolling out automated marketing capabilities to support global growth and service delivery.

Overview

Project Overview

This engagement combined a full Salesforce Sales Cloud implementation with Certinia administration for a global digital transformation services firm. Its main aim was to bring fragmented sales and marketing data from regional operations onto one Salesforce platform.

A dynamic data model in Salesforce unified customer data from several sources, including the client's e-commerce platform and point-of-sale system. Dynamic dashboards supported campaign tracking and performance tracking across regions. The team also rolled out Salesforce Marketing Cloud tools (Email Studio, Automation Studio and Audience Builder), driven by a flexible AMPscript framework for personalised, behaviour-based email at scale.

Requirements

What the Client Needed

  • Global sales and marketing data from many sources consolidated on one Salesforce platform
  • Salesforce Sales Cloud implemented and customised to streamline processes
  • A dynamic data model unifying customer data from e-commerce and point-of-sale systems
  • Dynamic dashboards for campaign tracking and cross-regional reporting
  • Email Studio, Automation Studio and Audience Builder for marketing automation
  • A flexible AMPscript framework for dynamic, behaviour-based email personalisation
  • A 360-degree client view to improve service delivery
  • Performance tracking from every region in one reporting layer
  • End-user training for smooth adoption across all business units and regions

Technologies used

Technology Stack

  • Salesforce Sales Cloud
  • Certinia (FinancialForce)
  • Email Studio
  • Automation Studio
  • Audience Builder
  • AMPscript
  • Apex
  • Custom Dashboards and Reports

Business challenges and the Salesforce solution

Challenges and How They Were Solved

  1. Disconnected team workflows

    Challenge

    SEO tasks, campaign deliverables and client reporting lived in separate tools, with no shared process or visibility.

    Solution

    Unified SEO task objects and automated Salesforce Flows gave every region the same process and data model, ending duplicate work and miscommunication between offices.

  2. Manual tracking of deliverables and performance

    Challenge

    Managers could not see task status, campaign metrics or regional performance in real time, which slowed decisions.

    Solution

    Dynamic dashboards and automated report subscriptions in Salesforce now show deliverable status and campaign performance in real time. End users were trained to ensure smooth adoption.

  3. No central reporting across regions

    Challenge

    Data was siloed by geography, so leadership could not get an accurate, consolidated view of global sales and marketing performance.

    Solution

    A dynamic Salesforce data model now unifies customer data from regional sources, e-commerce platforms and point-of-sale systems, giving leadership a true 360-degree view across all regions.

  4. Complex email personalisation

    Challenge

    Emails needed dynamic content based on customer behaviour, which standard templates could not deliver.

    Solution

    A flexible AMPscript framework with reusable code blocks in Salesforce Marketing Cloud enables advanced conditional logic, behaviour-triggered personalisation and scalable dynamic content across all campaigns.

Implementation details

Implementation Highlights

  1. Salesforce Sales Cloud implemented and customised
  2. Dynamic data model built to unify e-commerce and point-of-sale data
  3. Dynamic dashboards for campaign tracking and cross-regional reporting
  4. Email Studio, Automation Studio and Audience Builder deployed
  5. Flexible AMPscript framework for behaviour-based personalisation
  6. 360-degree client view delivered
  7. Regional performance tracking unified in one reporting layer
  8. End users trained across business units and regions

FAQ

Frequently Asked Questions

What is Salesforce Sales Cloud, and what problems does it solve?

Sales Cloud manages leads, contacts, accounts, opportunities and pipelines. It fixes fragmented customer data, manual sales processes and poor pipeline visibility for sales teams and managers.

What is a dynamic data model in Salesforce, and why does it matter?

It defines how objects, fields and relationships are structured, designed to absorb future changes without major rework. That keeps reporting accurate and the system scalable as the business grows.

How is an e-commerce or point-of-sale system integrated with Salesforce?

Through REST or SOAP APIs, native connectors, middleware or custom Apex, bringing customer data from several systems into one Salesforce environment.

How long does a Sales Cloud implementation take?

A standard implementation covering lead and opportunity management, custom workflows, reports and dashboards usually takes six to twelve weeks. A detailed plan follows a scoping workshop.

What does Salesforce operational support include?

Day-to-day administration, user management, automation improvements, data quality management, integration monitoring, custom reporting and keeping the platform aligned with changing business needs.

How much does Sales Cloud implementation and operational support cost?

It depends on users, integrations and customisation. See IT Offshore's engagement pricing and contact the team for a quote.

Related services

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