“The guided selling app changed our rhythm. Forecast calls are crisp, and reps don’t disappear into spreadsheets anymore.”
Case Study: Building a Custom App for Sales Cloud in London
Engagement Lead: Priyanka Gawalier
Sales Cloud | Guided Selling | RevOps
“We replaced tribal Excel processes with a guided selling app tailored to London’s fast-moving B2B deals.”
1. Overview & Objectives
A London-based B2B technology scale-up had grown rapidly, but revenue operations lagged behind. Opportunity hygiene varied by team, managers lacked dependable forecasts, and sellers relied on off-platform spreadsheets for pricing, approvals and visit planning. We built a custom application on Sales Cloud that delivers guided selling playbooks, territory planning, mobile visit execution, and approval automation—all aligned with UK data residency and GDPR expectations. Key objectives were: (1) standardise pipeline stages and exit criteria, (2) accelerate quote and approval cycles, (3) equip mobile sellers for offline London travel, (4) embed analytics for coaching and forecasting, and (5) integrate Outlook and the finance system without data sprawl.
2. Delivery Approach
We delivered value in three increments with clear guardrails:
Discover & Blueprint: Deal review shadowing, stage exit criteria workshops, GDPR & UK data boundary mapping, and executive KPIs.
Build & Iterate: Custom objects for Playbook Templates, Territory Targets, Visit Plans; Lightning pages with dynamic forms & visibility rules; Flow-based approvals; scalable sharing model.
Adopt & Scale: Role-based enablement, sales manager coaching guides, telemetry on field adoption, and a RevOps Center of Excellence.
Pillars: Playbooks, Pipeline, Territory, Mobility, Approvals, Insights.
Why it works: Sellers get an opinionated path to win; managers get clean, real-time signals; leadership gets reliable forecasts that stand up to board scrutiny.
3. Solutions Implemented
1) Guided Selling App: Stage-specific checklists, MEDDICC prompts, and auto-created tasks; dynamic component visibility based on stage and deal size.
2) Territory & Capacity Planning: Targets by postcode/sector, lead routing rules, white-space dashboards, and SLA alerts for untouched accounts.
3) Mobile Visit Execution: Salesforce mobile quick actions (check-in/out, notes to meeting minutes), offline drafts for tube/underground dead zones, image capture for proof of visit.
4) Approvals & Pricing Guardrails: Flow-orchestrated approvals, discount thresholds by band, manager Slack notifications, and audit history for compliance.
5) Outlook & Activity Intelligence: Calendar sync, email-to-activity logging with privacy controls, template snippets for follow-ups, and call outcomes for coaching.
6) ERP Integration: Named Credentials + platform events for customer credit status and invoice visibility on Account; quote-to-cash data handshake without storing PII redundantly.
7) Analytics & Coaching: Manager scorecards (pipeline health, stage slippage, forecast accuracy), rep scorecards (adoption, conversion), and cohort benchmarks for new hires.
8) Data & Security: Field-level security by role; UK region data residency considerations; record type separation for SMB/Enterprise motions; consent & lawful basis captured on Contacts.
4. Outcomes & Impact
• Forecast accuracy: improved from ±28% to ±9% within 2 quarters.
• Sales cycle time: reduced by 18–26% for mid-market deals via playbooks and faster approvals.
• Manager coaching time: −35% time spent reconciling spreadsheets; +20% time on deal strategy.
• Opportunity hygiene: 82% of opps meeting stage exit criteria by month two (up from 37%).
• Mobile adoption: 75% of field notes captured on device; missed-note rate down 60% on London routes.
• Compliance posture: consent captured on 100% net-new contacts; clear audit trail for discounts.
Next step for your business: Run a 4–6 week Sales Cloud jumpstart—codify stage exit criteria, ship a guided playbook for two core motions, wire approvals, and roll analytics for managers. Expand to territories and mobile once the data signals stabilise.