Improving Lead Operations with Salesforce and Make.com integration

The client is a B2B services company in the US, struggling with slow lead follow-ups, manual data entry, and inconsistent Salesforce records as inbound demand increased. Leads were arriving from multiple sources, but delays and data errors reduced sales effectiveness. CloudCache Consulting implemented a focused automation framework using Salesforce Sales Cloud and Make.com. All lead sources were centralized, duplicate handling was applied before CRM entry, and real-time notifications were introduced for sales teams. Error-handling workflows ensured no leads were lost during system failures. Within weeks, manual effort reduced significantly, lead response times dropped to minutes, and Salesforce data became more reliable. Sales teams regained confidence in the system and spent more time engaging prospects instead of fixing records. The engagement delivered long-term operational clarity through simple, well-controlled automation aligned with real sales workflows.

About The Company

Our client is a B2B services company from the US. Their business depends on a steady flow of inbound leads coming from digital forms, paid campaigns, and online events.

Customer Challenges

In reports, leads were coming in regularly. In reality, their sales reps were struggling with many problems including.

Fragmented Lead Entry

Leads were entering the business from different directions, but not in a controlled way.

• Website forms, ads, and webinar tools were not consistently connected to Salesforce
• Some leads appeared instantly, others showed up hours later
• Sales managers had no clear sense of daily lead inflow

Manual Work Slowing Everything Down

The team was spending time fixing data instead of using it.

• Leads were manually reviewed and entered when automations failed
• Small data errors created follow-up work for admins and sales reps
• Duplicate records caused confusion around ownership

Delayed Sales Notifications

Timing became a serious concern as lead volume grew.

• Sales reps often found new leads long after submission
• Hot prospects were contacted too late
• There was no reliable alerting system tied to lead creation

Salesforce Acting in Isolation

Salesforce existed, but it was not connected to the wider toolset.

• Marketing tools were not synced with CRM updates
• Changes made in one system did not reflect in others
• When something broke, no one noticed until leads were missed

Solutions

CloudCache Consulting focused on solving the real operational issues, not adding layers of complexity. The solution centered on Salesforce Sales Cloud, with Make.com used as a practical automation and control layer.

Unified Lead Flow into Salesforce

The first priority was making lead entry predictable.

• All lead sources were connected to Make.com using APIs and webhooks
• Salesforce became the single destination for every incoming lead
• Field mappings were reviewed and simplified to avoid clutter

Data Redundancy Checks

We focused on duplicity checks of data that the sales team actually needed.

• Duplicate detection rules were applied before records reached Salesforce
• Mandatory fields were validated during automation, not afterward
• Leads entered Salesforce in a usable state, not half-filled

Immediate Alerts for Sales Teams

Sales needed speed, not dashboards.

• Slack and email alerts were triggered the moment a lead was created
• Notifications were routed based on ownership logic
• Reps could act without logging into Salesforce repeatedly

Stability and Failure Handling

We planned for things to break because they always do.

• Error-handling paths were built inside Make.com
• Failed scenarios were logged and retried automatically
• No lead disappeared silently due to a system issue

Make.com handled orchestration. Salesforce remained the system of record.

Results

The change was visible within weeks, not months. Teams noticed it before leadership did.

• Manual effort dropped as repetitive lead handling was largely removed
• Response time improved from hours to a few minutes
• Salesforce data became reliable, reducing internal friction
• Sales and marketing aligned around the same lead numbers

Conversions improved because prospects were contacted while interest was still high

Technology and Tools Used:

Salesforce Sales Cloud, make.com

Final Words

This project delivered results because we didn't change their business process. Instead of changing business process we used salesforce and make.com integration to remove lead handling delays, clean up data movement and improved system reliability. By applying our Salesforce Professional Resources Library team gained more visibility and confidence in their lead operations process. 

Apart from lead operation visibility the client was also happy with the results they achieved after the implementation done by CloudCache team. 

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