A leading Advertising & Marketing software company partnered with Astreca to modernize its sales operations, improve data quality, and strengthen forecasting accuracy. With 250 users, an 18-month implementation timeline, and Salesforce Sales Cloud as the primary platform, the client required a unified CRM strategy that eliminated data silos, increased user adoption, and established Salesforce as the organization’s single source of truth. The project focused on improving data quality, user experience, and optimizing sales processes through structured Salesforce integration and automation.
The client is a global player in the Advertising & Marketing technology space, offering digital solutions to enterprise customers. Their existing Salesforce environment had low adoption, inconsistencies across teams, and limited ability to track deals or produce reliable forecasts. Multiple tools were used for account management, lead tracking, and opportunity updates—leading to data duplication and operational gaps.
1. Low User Adoption and Inefficient Processes
Sales teams struggled with Salesforce usage due to overly complex workflows, inconsistent data entry, and unclear sales processes. This impacted reporting accuracy and slowed down deal execution.
2. No Single Source of Truth
Customer data was spread across multiple systems, leading to duplicates, incomplete records, and unreliable account information. Leadership lacked confidence in reporting and pipeline metrics.
3. Poor Deal Tracking and Forecasting
Leads were getting lost due to broken processes, poor visibility, and issues with the existing Pardot setup. Forecasting was largely manual and error-prone.
1. User Adoption Strategy and Process Simplification
Astreca conducted user interviews and workshops to understand adoption blockers. Simplified sales workflows, optimized page layouts, and improved UI/UX led to higher engagement and consistent CRM usage. Automation and guided processes ensured cleaner sales automation and minimized manual effort.
2. Salesforce as the Single Source of Truth
A comprehensive data strategy was implemented to consolidate accounts and contacts, dedupe existing records, normalize naming conventions, and standardize data. Salesforce became the centralized and trusted hub for all customer information.
3. Deal Tracking, Renewals, and Forecasting Enhancements
Astreca implemented Products and structured base pricing, built an automated renewal process for Opportunities, and enabled Collaborative Forecasting. This improved visibility into pipeline health, renewal projections, and quota attainment.
Higher User Adoption
With streamlined processes and simplified workflows, sales teams began using Salesforce consistently, improving visibility and reporting accuracy.
Clean and Reliable CRM Data
Salesforce became the single source of truth, eliminating duplicate accounts, incomplete records, and misinformation. Leadership gained confidence in CRM-driven decisions.
Stronger Deal Tracking and Forecast Accuracy
Automated renewals, standardized product pricing, and Collaborative Forecasting significantly enhanced pipeline transparency and forecast reliability.
Astreca helped the Advertising & Marketing software firm transform its Salesforce environment into a scalable, efficient, and data-driven sales engine. By improving user adoption, centralizing customer data, and strengthening forecasting capabilities, the company now operates with clearer visibility, stronger sales performance, and a future-ready CRM foundation.
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