Consolidating 20+ Tools Into Salesforce and Cutting $70,000 a Year

A SaaS company whose software collects customer feedback and turns it into a prioritized product roadmap. Its buyers are product teams at large consumer software companies.

By 2018 the company's Salesforce org had been in place for years, implemented and adopted unevenly the whole time. Each time the CRM failed to cover something, the team bought a tool for that instead of fixing the org. Salesforce held contacts. The revenue operation ran around it, in more than 20 other places.

• Tech debt accumulated faster than anyone cleared it. Hundreds of unused fields, reports, and dashboards sat in the org, and the team paid for and administered more than 20 third-party tools alongside it.
• Nobody trusted the data enough to act on it. The records were inconsistent enough, and pipeline visibility thin enough, that sales leadership could not monitor performance or find an insight in the CRM worth acting on.
• Marketing and sales kept separate records. Marketing ran in HubSpot, sales ran in Salesforce, and no first-touch or last-touch attribution crossed the two, so nobody could tie campaign spend to pipeline.

The goal: stop using Salesforce as a CRM tool and run the whole revenue operation on it.

Everpeak built in the order the system needed, not the order the requests arrived. Dashboards built on data nobody trusts get read once and then ignored, so the org came first, and the tools still running outside Salesforce came last, once there was something worth migrating them into.

• Rebuilt the org around what the revenue team actually used. Everpeak worked through the hundreds of unused fields, reports, and dashboards, consolidated the data sources behind them, and rebuilt the reporting into dashboards that showed pipeline in real time.
• Stood up new pricing infrastructure and price books. Everpeak deployed both, improved the contract management process alongside them, and wrote the training program and guides that carried the new quoting process into the sales team.
• Connected HubSpot to Salesforce. Everpeak rebuilt the integration so a lead's full history, first touch through closed deal, landed in one record, which gave the company first-touch and last-touch attribution and campaign-level ROI for the first time.
• Migrated the work still running outside Salesforce onto it. Marketing automation, customer success, and lead tracking came onto the platform over the following years, consolidating more than 20 separate tools.

The revenue operation runs on one system now instead of more than 20, and the software budget is $70,000 a year lighter.

• Marketing can say which campaigns drive the funnel. First-touch and last-touch attribution across HubSpot and Salesforce replaced the guesswork, so spend moves on evidence rather than on argument after the quarter closes.
• Sales leadership reads pipeline off a dashboard rather than assembling it by hand, and three more teams have since come onto the same build: marketing, product development, and tech success.

"Everpeak helped us realize we weren't maximizing Salesforce. Today, it's the cornerstone of our tech stack." Chief Revenue Officer