Pipeline managed in spreadsheets; 64% forecast accuracy; territory conflicts burning rep retention.
What happened
A mid-market medical device distributor with 200+ sales reps across 8 regions, $850M annual revenue. Sales pipeline owned in Excel spreadsheets. Forecast accuracy: 64%. Territory conflicts between reps routinely escalated to management. No real-time pipeline visibility. Sales ops spent 3 weeks per quarter on manual forecasting instead of strategy.
Pipeline management in Excel meant no real-time visibility, conflicts between rep data entry, and no audit trail for deal changes.
Territory overlap and ambiguity caused rep friction and lost deals when competing reps didn’t know about each other’s accounts.
Forecast accuracy of 64% left finance and operations blind; quarterly business reviews were reactive instead of strategic.
Sales ops wasted 3+ weeks per quarter on manual reconciliation instead of coaching.
How I tackled it
Designed Sales Cloud org with clean account and opportunity hierarchy, territory management rules to prevent overlap, and role-based sharing.
Automated deal flow and reporting with Flow and calculated fields; eliminated manual data entry.
Built executive dashboards with automated alerts for at-risk deals, pipeline gaps, and territory violations.
Migrated two years of historical pipeline data with integrity checks; trained sales ops and management on dashboard-driven decision-making.
Stack
Timeline
What changed
Forecast accuracy
Sales cycle reduction
Territory conflicts eliminated
Sales ops time on forecasting
Metrics supplied by the client at project close; figures rounded and de-identified.
What I’d do differently
Investing in change management and rep-level training upfront — not just sales ops training — made adoption seamless. Reps saw personal time savings in pipeline management, which drove organic adoption.
Services involved
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