The Technical Bridge:
Unlocking Value in Stalled CRM Implementations
The Challenge
A B2B company had invested in a powerful new CRM platform, but it sat dormant. A previous agency had installed the tool but failed to integrate it with their core business data, claiming that the company's legacy sales system was "too old." The new platform was effectively useless, as teams across the organization were unable to use it for critical functions like improving customer relationships and retention. The company was prevented from realizing the full value of their significant investment.
Our Strategy
Theria Group acted as the critical bridge between technology and business teams. Before writing a single line of code, we conducted comprehensive interviews with various teams to identify their key hurdles and desired use cases for the new tool. This collaborative approach ensured we understood the specific data needs required to make the CRM functional. We then proved that the data from the company's legacy system could be extracted and transformed.
Our solution was twofold:
Build a Single Source of Truth: We custom scripted a data pipeline to perform an ETL (Extract, Transform, Load) from the company's internal sales system, creating a single, unified source of truth in a cloud data warehouse. This made their historical sales, customer, and order data accessible and usable.
Activate the CRM: With the data now clean and organized, we built the custom pipelines to move it from the data warehouse into their CRM. This process, known as Reverse ETL, was orchestrated using an iPaaS platform to ensure seamless and reliable data flow. It empowered the marketing team with a 360-degree view of their customers, allowing them to segment and target with new levels of precision.
Measurable Impact
The client's stalled CRM implementation has been transformed into a powerful, activated sales and marketing tool. The marketing and sales teams now have the data they need to perform essential functions, such as segmenting customers by order history, identifying high-value accounts, and automating personalized outreach. This work not only unlocks the value of their CRM investment but also reinforces Theria Group's role as the trusted partner who can bridge the gap between complex technology and strategic business goals, turning dormant tools into powerful engines for growth.
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