Financial Express Salesforce CRM

Financial Express (FE) had different sales teams, across different products, all working in different ways. With no standard reporting on sales leads and opportunities, there were different systems, with yet more different databases all over.

What they wanted


Simply put, FE just needed to know which customers had what products, but the way the data was organised was getting in the way.

They decided on Salesforce as their CRM platform, and wanted us to help them set it up and roll it out within the company. They needed to use it for leads, lead-conversion, opportunities, quotes, invoice requests, and to just stop so many emails being sent around.

Salesforce meant they’d have one central depository for all their data; one view of their customers and one view of their opportunities. It also meant that they’d be able to connect with their HubSpot landing pages and forms, to collect smart information about leads coming in from the website and e-mail campaigns (we do all that stuff for them as well).

We suggested a practical approach to build a proof of concept with one of their teams, rather than jumping straight in with any really expensive integrations.

How we helped

First of all, we reviewed the sales cycle and business processes, data and segmentation, sales and marketing alignment, and user experience. Paul and Mark ran some workshops to help us figure out how they actually processed leads.

The biggest challenge was to get people on board with a new platform, as all their salespeople had separate spreadsheets and worked differently with each of their opportunities. It was difficult to get everyone to work with Salesforce, as it was a big cultural change.

It didn’t take long for the CRM to start delivering on Management Reporting and creating a really collaborative way of working between the marketing and sales teams. We customised Salesforce to FE’s specific requirements with some bespoke Visualforce and APEX coding to work well with their business processes, especially around lead conversion.


The result?


We got the proof of concept up and running in a couple of months, and the rest of the project took a further four months. So overall, it took us a total of around six months. But ultimately, it helped FE align their sales and marketing teams on one fully integrated platform.

This in turn improved communication between the teams, allowing them to quickly turn marketing qualified leads into sales-ready leads in a much more collaborative way.

Our mantra of Strategy, Implementation, then Training (SIT), and an ongoing SLA has made sure this CRM system really delivers results.


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