The client is a renowned premier builder specializing in the construction of custom homes. With a reputation for excellence in craftsmanship and personalized service, they aim to create dream homes tailored to their client’s unique preferences and lifestyles. As part of their commitment to continuous improvement, the client embarked on a customer relationship management (CRM) initiative to elevate customer experience and optimize their sales performance. However, the team encountered challenges resulting from ineffective customer segmentation, which had a significant impact on account management and the accuracy of sales reporting.

The client faced several challenges in their CRM initiative:

  • Data from multiple source systems: Data from various source systems across different Lines of Business (LOBs) resulted in integration issues and data inconsistencies.
  • Data issues in source systems: Processes, systems, and user-related factors contributed to data issues in the source systems, further complicating accurate customer segmentation and account management.
  • Uncontrolled ingestion of data from third-party systems: Data ingestion from third-party systems lacked proper controls, leading to data quality issues and challenges in maintaining data integrity.


In the client’s CRM initiative, there were several areas with opportunities for improvement. These included customer data and 360-degree management, product data, marketing data (leads/campaign management), vendor data, supply chain, and employee data. The client’s Salesforce instance had undergone extensive customization, resulting in a complex data landscape.

To address the challenges and optimize sales operations, the following solutions were implemented:

  • Data Quality Management: A comprehensive data quality management strategy was developed to address data issues across the source systems. This involved data cleansing, standardization, and validation processes to improve customer segmentation and account management accuracy.
  • Data Integration and Controls: Proper controls were established for data ingestion from third-party systems, ensuring data integrity and consistency. Data integration processes were optimized to streamline data flow and reduce data quality issues caused by system and user-related factors.

Salesforce Customization Evaluation: The client’s Salesforce customization was thoroughly evaluated to identify areas of improvement. Custom objects, history tracking objects, tagging objects, and other components were reviewed to optimize the system’s performance and data management capabilities.


The implementation of the sales optimization solutions resulted in significant improvements for the premier builder of custom homes:

  • Enhanced Customer Segmentation: By addressing data issues and improving data quality, customer segmentation accuracy improved, enabling targeted and effective account management.
  • Accurate Sales Reporting: Data inconsistencies were minimized, resulting in accurate sales reporting and better decision-making.
  • Streamlined Data Operations: Optimized data integration processes and controls reduced data quality issues caused by system and user-related factors, improving overall data operations.

The sales optimization initiative successfully addressed data challenges, improved customer segmentation, and enhanced sales reporting for the premier builder of custom homes.

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