Enhancing sales operations with Salesforce
- Industry Banking & Finance
- Capability Applications development & integration, Cloud, Enterprise Applications
- Customer Wellbeing Company
The client is a wellbeing company, with a legacy of more than 180 years in delivering integrated health, wealth, insurance, and care services. As a purpose-driven social enterprise, the organisation reinvests profits to enhance the wellbeing of its members and communities.
Opportunity
As part of its broader business growth strategy, the organisation sought to modernise and strengthen the execution capabilities of its national sales group.
A key driver for this transformation was the reliance on legacy tools that hindered operational efficiency and posed a risk to the organisation’s growth ambitions. Examples included spreadsheets and disconnected CRMs used for managing client and sales data, manually tracking pipeline and performance metrics, as well as coordinating adviser lifecycle activities like onboarding and relationship management. Everything was manual, creating bottlenecks, duplicated effort, and fragmented information that was time-consuming to locate and reconcile. Ignoring these challenges risked stagnation in sales performance and reduced competitiveness.
The objective was to implement a scalable, enterprise-grade solution that would align with business priorities and provide a unified, data-driven platform for improved visibility of pipeline health. This included real-time status of leads, opportunities, and conversions, performance metrics such as sales targets, adviser productivity, and Funds Under Management (FUM) growth. It also improved visibility of client engagement (including interaction history and personalised touchpoints across the adviser lifecycle).
In addition to these improvements, the solution would support lead-to-opportunity conversion tracking, bottleneck identification, dashboard-driven insights for individual and team performance, and real-time visibility into FUM trends and progress toward business goals, all while ensuring compliance and governance.
However, the challenge lay in balancing speed-to-value with long-term scalability. The organisation needed to deliver a solution that could meet immediate operational needs while establishing a strong foundation for future capability expansion.
Recognising the importance of early user adoption and demonstrable value, the company prioritised a Minimum Viable Product (MVP) approach for the initial phase of the transformation. This foundational deployment was designed to validate business benefits, support change management, and pave the way for continued evolution.
Solution
Working in partnership with NRI, the organisation implemented a unified Salesforce Financial Services Cloud (FSC) platform leveraging our Financial Services Accelerator. NRI brought deep domain expertise in financial services and Salesforce FSC, combining strategic advisory with hands-on delivery.
Our team worked closely with the client’s stakeholders to co-design scalable solutions, streamline workflows, and embed governance frameworks that support long-term growth. Leveraging agile methodologies, we ensured rapid iteration and alignment with business priorities, while maintaining a strong focus on user experience and adoption. Our MVP delivery was completed on time and within budget, meeting all project deliverables, timelines and ensuring stakeholder alignment. We also worked hand in hand with a partner vendor – Advisor Ratings, to integrate key advisor data into the new solution.
The project focused on creating a single source of truth for all sales activities, improving collaboration across teams, and enabling data-driven decision-making.
Key components of the solution included:
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- Unified platform for distribution, sales & engagement
Deployment of a single Salesforce FSC instance to consolidate relationship data, eliminate silos, and enable seamless cross-team collaboration. - 360° relationship view & lifecycle engagement
End-to-end visibility from lead generation through onboarding, growth, and retention, enabling personalised adviser engagement through dynamic data and interaction history. - Pipeline & performance visibility
Real-time dashboards and reports providing leadership and frontline teams with insights into pipeline health, conversion rates, and FUM growth. - Standardised workflows & compliance
Automated workflows aligned across roles (e.g. Business Development and Relationship Managers) to improve efficiency and ensure consistent, compliant client servicing. - Enhanced data quality & governance
Implementation of validation rules, duplicate detection, and stewardship roles to strengthen data integrity and support confident decision-making.
- Unified platform for distribution, sales & engagement
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Together, these enhancements equipped the organisation’s sales teams with the tools, visibility, and agility to operate more efficiently, laying the groundwork for continued innovation and capability expansion across the organisation.
Outcomes
The implementation delivered both immediate and strategic benefits, setting a strong foundation for future scalability:
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- Increased adviser engagement through timely and relevant interactions.
- Higher lead conversion and FUM growth driven by real-time performance insights.
- Faster onboarding and reduced operational friction through automation.
- Strengthened compliance and governance in record-keeping and activity tracking.
- Executive-level visibility into sales performance across territories and teams.
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Following the successful MVP deployment, NRI continues to support this organisation in expanding functionality and optimising user adoption, ensuring the platform evolves in step with the organisation’s strategic growth and digital transformation journey.
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