Case Study: Salesforce CRM Implementation for Sales, Marketing & Operations
Project Overview:
MaxCorp led the end-to-end implementation of Salesforce CRM across Sales, Marketing, and Operations teams, including Business Development and Advisor Support (IIROC & MFDA). The initiative involved integrating multiple legacy systems and enterprise platforms into a centralized, scalable CRM using Salesforce Service Cloud and MuleSoft for ETL and middleware operations.
The project emphasized data security, system scalability, and enhanced user experience, supporting functions such as advisor registration, support processes, and business growth enablement.
Project Scope & Objectives:
- Replace legacy CRM and fragmented systems with a unified Salesforce solution
- Integrate internal data sources, web servers, Azure data platforms, and legacy systems
- Implement robust data privacy, SSO, and security frameworks
- Enable streamlined sales, onboarding, support, and marketing operations
- Deliver phased rollouts aligned with stakeholder and user priorities
Roles & Responsibilities:
🔹 Project & Product Management
- Supported multi-phased implementation planning and execution, focusing on scope, quality, cost, and timeline tracking
- Conducted regular project health checks, status reporting, and stakeholder updates
- Collaborated with Salesforce Architects, Data Engineers, and Business Sponsors
🔹 Requirements & Roadmap Definition
- Conducted requirement elicitation sessions with business units and SMEs
- Defined Product Roadmap, user journey mapping, and future-state capabilities
- Created and maintained Product Backlog, facilitated grooming and prioritization sessions
🔹 Agile Delivery & Release Management
- Led Sprint Planning, Backlog Refinement, and Daily Standups
- Authored detailed User Stories and Acceptance Criteria
- Managed release planning and aligned sprint cycles with delivery milestones
🔹 Technical & Solution Design
- Documented data models, mappings, and transformation rules for ETL using MuleSoft
- Worked on System Design (Visio diagrams), SSO integration, and security role access definitions
- Created artifacts such as RACI matrices, RAID logs, and glossaries to ensure alignment
🔹 Quality Assurance & UAT Support
- Assisted QA teams in building test strategy, test cases, and planning UAT cycles
- Supported defect triage, resolution, and validation for production readiness
🔹 Change Management & Deployment
- Contributed to Change Management Plans in collaboration with System Architects and the CoE
- Coordinated UAT-to-Production deployment activities, including cutover plans
- Created User Guides, transition documentation, and BAU process materials
🔹 Communication & Enablement
- Facilitated communication between Marketing, L&D, Support, and Training Teams
- Ensured seamless handover to support teams with comprehensive documentation and training artifacts
Key Deliverables:
- Unified Salesforce CRM with enterprise-grade security and data integrity
- Documented current-state vs. future-state workflows and architecture
- Developed ETL processes with MuleSoft and validated transformation logic
- Supported full lifecycle: requirements → design → development → testing → deployment
- Created transition documentation for BAU teams, including user support materials
Tools & Technologies:
- Salesforce Service Cloud, MuleSoft, Azure Data Platform, Active Directory (SSO)
- Visio, JIRA, Confluence, MS Teams, SharePoint, PowerPoint, Excel
Results:
- Streamlined operations for Sales, Marketing & Advisor Support teams
- Improved data reliability and consistency across business channels
- Enhanced user experience with a secure, integrated, and scalable CRM platform
- Delivered a reusable integration and deployment framework for future expansion
Recent Comments