A tangled ball of Christmas lights. A frustrating ball of yarn. A big mess. However you want to describe it, Benito Maldari, Senior GTM Enablement Manager at Inuvo and his colleague Cassandra Hitchcock, Senior Director of Customer Success and Revenue Operations were feeling aggravated by the disorganized state of their Salesforce.
Inuvo is a 200-person artificial intelligence-based technology company that designs, develops and patents proprietary advertising solutions that it sells through agencies, directly to brands and integrated into advertising platforms. The company was using Salesforce as their CRM, but the configuration had been set up by a third-party consultant leaving the internal team members with a lack of transparency around how or what had been built.
After evaluating the existing configuration, the Inuvo team’s goal was clear: take control of their Salesforce instance and make it a trusted, effective tool for all stakeholders. After discovering Sweep, the team knew that they could achieve this goal quickly and effectively. "There are tools that promise to save the day, but Sweep delivers. It’s not just software; it’s a partner that empowers you to do more," said Cassandra.
Reduced dependency on a third-party consultant
In addition to having difficulty ‘untangling’ what was previously built in their configuration, the Inuvo team was struggling with the amount of time it would make a change in it as well. Each request needed to be sent to the consultant via email, followed by a review, then a deployment which added a ton of extra time to their process. Plus, the consultant didn’t always have the contextual information from Inuvo’s industry or business needs to adapt the change to be in line with the GTM strategy. This made for an inefficient workflow, to say the least.
With Sweep, Inuvo’s team was able to make changes to their configuration 70% faster than when they relied on consultants. "Processes that used to take weeks with a consultant now happen in days," said Cassandra.
Once Inuvo was able to move Salesforce management in house, they were also able to quickly identify what had been built using Sweep’s AI-powered documentation tools. This gave them an instant, accurate visualization of their Salesforce setup, and they can click on any component to view detailed usage information.
With Sweep’s intuitive interface and accurate documentation, the team felt empowered to manage the platform themselves, which also saved them the cost and time of having to hire an additional team member. “Sweep gave us the confidence to move forward without needing a consultant,” said Cassandra.
Data clean up and accurate reporting
Sales reps and other company stakeholders needed to rely on the data provided by Salesforce in order to make well-informed strategic decisions. Unfortunately, when Cassandra and Benito’s team took over, there were issues with data hygiene. Inuvo used Sweep’s field utilization tools to identify redundant fields, understand their use, and consolidate them into a single source of truth.
“We had four fields for revenue. Sweep helped us dive into what each field meant, who was using it, and build a dashboard with accurate data that people could trust," said Cassandra.
Inuvo also used Sweep to track sales team quotas and build accurate reports, enabling leadership to make data-driven decisions. "Reporting was such a tangled mess that we couldn’t even track quotas in Salesforce. With Sweep, it’s easy, and leadership trusts the dashboards," Benito explained.
Sweep provides teams with the ability to build reports and dashboards quickly and easily using real-time Salesforce data. This enables teams to make smarter decisions while also quickly identifying any bottlenecks that may exist in the processes.
“Not only did Sweep create trust for leadership, but it has also given the sales team trust to use it and adopt it because the reports are being showcased across the organization,” says Katie Cooper, Head of Marketing. “There's trust both on the front end and the back end, which I can see even as someone who isn’t using it everyday like the team does,” she explains.
Maximized efficiency for the operations teams
When it comes to operations, efficiency is key. Sweep allowed Inuvo to automate time-intensive tasks, such as creating Slack alerts for the Customer Success team and streamlining processes across departments.
"Between when a client signs and when they go live, there are so many workflows. Automations and alerts from Sweep are vital," said Benito.
With the Slack alerts in place, the Customer Success team was able to focus on providing the best possible customer experience, especially for onboarding.
Sweep facilitated the creation of a new Salesforce record type for post-sale onboarding. This replaced manual Word document processes with automated workflows, saving time and reducing errors.
“As an ops person, I like to be able to fix things as soon as they come across my plate, but that's not always feasible on a small team,” explains Cassandra. “Sweep allowed us to go in and create workflows that we need, when we need them.”
Continuing to scale with success
This year, the Inuvo team is planning to leverage Sweep to rebuild their sales funnel and introduce new workflows, ensuring they stay ahead of business demands.
Sweep turned Inuvo’s tangled Salesforce into a streamlined, trusted, and scalable platform. With automation, better reporting, and hands-on support, Inuvo has regained control of their operations and is set up for success.
If you are looking for an efficient way to move Salesforce management in-house, book a demo to see how Sweep can make this happen for you.
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