Putting it all together

Let's put all the learnings of this chapter in a case study and see how these learnings would be practically applied. We are working with a hypothetical company called, Alpha Mobility Services (AMS), which is a large global telecommunications company providing mobile and internet services to both B2B and B2C customers in 31 countries.

AMS has grown naturally as well as via acquisitions, resulting in a multitude of CRM, marketing, and ERP systems within its technology landscape. The data architect team has worked to consolidate the various CRMs into Salesforce and Salesforce is now globally used. The company uses multiple web-to-lead forms to capture data from prospects and create lead records in Salesforce. A team of Sales Development Representatives (SDRs) also creates leads in the system and routes them to the sales team.

AMS has upward of 3 million leads and 1 million opportunities in its system. For support purposes, AMS has implemented Service...