1. Project Overview
A UK-based B2B wholesale platform was struggling with siloed sales data and inconsistent lead tracking. Their sales team used Salesforce, but it wasn’t fully integrated with their website, order management system, or customer onboarding workflows.
Merto was hired to bridge this gap with a seamless, bidirectional Salesforce integration, improving automation, visibility, and sales team productivity.
2. The Challenge
Key issues faced:
- Manual syncing between website leads and Salesforce
- Delays in onboarding new customers after sign-up
- No real-time order history or payment status in Salesforce
- Limited visibility into lead lifecycle and sales pipeline
- Inconsistent customer records across systems
3. Our Approach
We conducted a full audit of the client's tech stack, including their custom e-commerce backend, Salesforce setup, and internal workflows.
Our strategy focused on:
- Mapping data flows between the website, CRM, and invoicing system
- Creating custom objects in Salesforce to support their B2B model
- Designing automation rules for lead assignment and follow-ups
- Building secure APIs for real-time data exchange
We also collaborated closely with their sales and ops teams to match internal processes.
4. The Solution
- API-based integration between website signups and Salesforce leads
- Real-time sync of customer profiles, orders, and payment status
- Automated lead nurturing sequences in Salesforce
- Custom dashboards for sales tracking by region, product line, and rep
- Sync of abandoned cart data for sales follow-up
- GDPR-compliant data handling and permission logic
5. Results & Impact
- 40% faster lead-to-customer conversion
- Consistent, unified customer records across systems
- Improved sales forecasting accuracy
- Sales team saved 15+ hours per week in manual tasks
- Better customer onboarding experience = fewer drop-offs
6. Client Feedback
“Salesforce finally works the way we need it to. Our reps can focus on closing deals, not chasing data.”
– Operations Director, UK Wholesale Platform
7. Tech Stack / Tools Used
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Salesforce (Custom Objects, Flows, API)
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Node.js middleware
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PostgreSQL
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Webhooks for real-time sync
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Stripe integration for payment status
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GDPR-compliant encryption & logging
8. Ongoing Engagement
We continue to support them with quarterly Salesforce updates, integration scaling, and training for new team members.