How we built custom Apex, Lightning Web Components, and third-party integrations within Salesforce Sales Cloud for a global tech distributor, reducing deal cycle time by 45% and tripling rep productivity.
A global technology distributor managed a complex, multi-tier sales model involving direct sales reps, regional resellers, and OEM partner programs. Their out-of-the-box Salesforce Sales Cloud implementation could not represent the nuanced approval hierarchies, partner discounting rules, and territory structures their business required.
Reps spent 40% of their time on administrative tasks — manually calculating deal configurations, chasing approvals via email, and updating parallel spreadsheets when Salesforce lacked the data fields they needed. Pipeline data was unreliable, making forecasting difficult and executive decision-making reactive.
Conducted 30+ stakeholder interviews across sales, operations, and finance. Mapped the complete quote-to-cash process including 14 approval workflows, 8 pricing exception paths, and 5 partner programme types.
Designed a custom data model extending standard Salesforce objects with 60+ custom fields and 4 new objects to represent partner tiers, regional allocation rules, and multi-currency deal structures.
Built 8 custom LWC components including a deal configuration wizard, real-time pricing calculator, partner portal console, and an AI-assisted opportunity health score card displayed on every opp record.
Configured Salesforce CPQ with custom pricing rules, discount approval matrices, and product bundling logic. Replaced a manual Excel quoting process with automated CPQ-generated proposals.
Connected Salesforce to SAP ERP (via MuleSoft) for order management data, and to the partner portal API for real-time deal registration and co-op fund balance visibility.
The custom Salesforce build transformed the distribution team's ability to close deals quickly and accurately. With reliable data now flowing through the system, the business gained the pipeline visibility needed for confident revenue forecasting.
“Our reps finally have a Salesforce that matches how we actually sell. The custom LWC components and CPQ automation alone saved us millions in quote errors and missed approvals.”
— Senior VP Sales Operations, Global Technology Distributor
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