Growing Marine Equipment Supplier
A growing marine and industrial equipment supplier rebuilt its Sales Cloud foundation to clear inflated pipelines and restore trustworthy revenue forecasting across a large sales team.
The client is a nationwide marine and industrial equipment supplier and rental services company with strategic locations on the East Coast, West Coast, and Gulf, serving major shipyards, bridge and dock infrastructure projects, and industrial facilities across the country. The company operates the largest fleet of surface preparation equipment in the industry, provides 24/7 technical support, and has supported some of the nation's largest preservation projects. Sales Cloud served as the front-end CRM for dozens of sales users, with Point of Rental as the system of record for quotes, contracts, and reservations. A loose integration and accumulated configuration drift were producing duplicate records, distorted pipeline, and forecasts leadership could not rely on. The company engaged SiiMPLY7 for an architecture review and cleanup to put the foundation right.
The challenge
Every quote spawned a new opportunity and long-term reservations appeared as open opportunities, inflating the pipeline and skewing revenue. Reps could not see total customer spend or booked revenue, web and job-board leads were blasted to all users with no clear ownership, and activity logging was inconsistent, with emails recorded as calls. Without clean object relationships and reliable data, management visibility and forecasting were unreliable across the team.
The solution
The engagement began with discovery sessions and a full audit of objects, fields, layouts, and automations to produce a gap analysis and prioritized fixes. The team redefined the sales lifecycle as Lead to Opportunity to Quote to Reservation, separated reservations into a dedicated custom object, and tightened lead routing and activity tracking so records reflect reality. Salesforce Maps was scoped as a future phase to support territory-based visibility and lead assignment.
Implementation highlights
What we built.
- Discovery sessions, stakeholder interviews, and a system audit of objects, fields, layouts, and automations
- Gap analysis with prioritized quick fixes to improve functionality and process flow
- Redefined sales lifecycle from Lead to Opportunity to Quote to Reservation, with reservations tracked in a dedicated custom object
- Lead routing and assignment logic to replace the email-blast workflow with clear ownership
- Standardized activity logging and stale-opportunity alerts for untouched deals
- Dashboards for pipeline health, revenue by customer and region, and rep activity, with Salesforce Maps scoped for a future phase
Results
Duplicate opportunities from multi-quote and reservation records reduced
Separating quotes, opportunities, and reservations restored forecasting
Routed lead assignment replaced broadcast distribution across reps
Engagement summary
The architecture review and Sales Cloud cleanup delivered a documented system audit, a redefined sales process, corrected object relationships, and dashboards that give managers a dependable view of pipeline and revenue. The work also included security hardening and removal of redundant automations to stabilize the org.
What's next
Planned phases include implementing Salesforce Maps for territory visualization and region-based lead assignment, formalizing account teams and rep access strategy, and strengthening the bi-directional Salesforce and Point of Rental integration for full data control.
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