Enhancing Efficiency and Customer Support with Salesforce Sales Cloud and Service Cloud
A cloud security company’s inadequate CRM system hindered effective campaign management and lead conversion tracking, prompting a transformation that used Salesforce and other integrated technologies.
Challenges
A company that helped organizations assess and understand various risks associated with cloud data security faced challenges with its existing CRM system that did not fully meet the current and evolving business needs. The CRM system struggled to support the complexities of modern campaign management and lead conversion processes. As a result, the company faced inefficiencies in tracking and analyzing campaign performance, difficulty in managing large volumes of data, and gaps in streamlining lead-conversion workflows. These limitations hindered their ability to respond effectively to market demands and achieve key business objectives.
How we helped
Leveraging Salesforce’s user-friendly interface and robust integration capabilities, Riveron’s CRM experts identified Salesforce Sales Cloud as the ideal solution to address the limitations of the cloud security company’s previous CRM system. A new workflow streamlined lead capturing, nurturing, and conversion, and the ability to hand over the leads to the sales team at the right time in the sales funnel. This workflow laid a systematic approach to enhance the tracking and visibility of each sales opportunity.
Adjacent business systems were also integrated to increase sales efficiency and customer satisfaction. These included Marketo for lead–account domain matching, Gong, ZoomInfo, Sales Navigator, and data from the company website that enabled activity capture.
Process Flow for Sales: to enable centralized tracking and management, lead generation, qualification, and conversions are streamlined and integrated within Salesforce. The addition of Opportunity Renewal ensures recurring business is automated, which boosts efficiency, reduces manual efforts, and maximizes revenue potential. It is a scalable and optimized workflow for managing the complete sales lifecycle.
- Lead Generation (Step 1, shown in the image below) – Leads are automatically generated through Marketo (campaigns) and ZoomInfo (data enrichment) and synced with Salesforce.
- Lead Capture (Step 2) Leads are captured in Salesforce and stored for qualification and processing.
- Conversion to Account (Step 3) – Qualified leads are converted into Accounts, representing the business entity.
- Conversion to Contact: (Step 4) – Lead details are stored as Contacts, representing individuals tied to the account.
- Conversion to Opportunity (Step 5) – Leads are converted into Opportunities to track potential sales.
- Opportunity Renewal (Step 6) – Opportunities can be renewed with quotes, including Quote Line Items and Products, ensuring continuity and recurring revenue.
Cases are created from multiple channels and logged into Salesforce, where users can accept them for resolution. The Entitlement Process enforces SLAs based on severity levels to ensure timely resolutions, and collaboration is facilitated through Salesforce Chatter. Once resolved, cases are closed in Salesforce and automatically pushed to GitHub for documentation and development tracking.
- Case Creation (Steps 1 & 2, shown in the image below) – Cases are generated automatically from multiple channels, including Email, Slack, and Products (via integrations), and are captured and logged into Salesforce as the central management system.
- Case Assignment (Step 3) – Users can manually or automatically accept cases using a designated button indicating that the case is actively being worked on. Salesforce Chatter is integrated to facilitate collaboration and discussion between teams during the case resolution process.
- Entitlement and Service-Level Agreement (SLA) Process (Step 4) – the processes enforce SLAs based on case severity—critical, high, or normal. SLAs define the response and resolution timelines for each severity level to ensure service compliance.
- Case Resolution and Closure (Step 5) – Once the issue is resolved, the case is marked as Closed in Salesforce.
- Case Integration with GitHub (Step 6) – Closed cases are automatically pushed to GitHub for further documentation, issue tracking, or integration with development workflows.
Results
The seamless integration of Marketo and ZoomInfo data into Salesforce streamlined lead generation, ensuring a consistent and high-quality pipeline for the sales team. Automated workflows for lead conversion and opportunity lifecycle management reduced manual effort and improved accuracy in tracking sales progress, while integrated quote generation simplified the creation and management of quotes, accelerating the sales process.
On the service side, multi-channel case creation through email and Slack enabled faster, more flexible customer support responses. A three-level SLA-driven entitlement process ensured timely case resolution and adherence to service agreements, while Slack and GitHub integrations enhanced team collaboration and streamlined post-resolution documentation.
By unifying data and workflows across Sales Cloud and Service Cloud, the solution provided end-to-end visibility, leading to better decision-making, improved operational efficiency, and increased customer satisfaction.