Salesforce Consolidation Driving $15.3M Annual Revenue Lift
TL;DR
- Consolidated two Salesforce orgs and shipped 2,138 features in one release.
- Implemented guided selling, pricing automation, and advanced quoting → $15.3M annual revenue lift.
- Reduced sales cycle time by 24% (56 → 43 days) with improved workflow clarity and pipeline visibility.
Context
Shift4 had grown through acquisition and was operating two separate Salesforce orgs with duplicated processes, inconsistent data, and fragmented reporting. Sales teams struggled with manual workflows, pricing complexity, and poor visibility into deal progression.
Problem
Fragmented CRM systems created friction across the entire commercial workflow—from lead capture through quoting and contract execution. Sales reps spent excessive time on manual data entry and couldn't trust pipeline reporting. Leadership lacked visibility into deal health and forecast accuracy.
Goals & Success Metrics
- Consolidate two Salesforce orgs into unified platform
- Reduce sales cycle time by improving workflow clarity
- Increase revenue through guided selling and pricing optimization
- Improve forecast accuracy and pipeline visibility
My Role
Experience Manager & Product Owner — owned product vision, roadmap prioritization, stakeholder alignment, and delivery coordination across engineering, sales ops, and commercial leadership.
Constraints
- No production downtime during migration
- Must maintain all existing integrations (ERP, billing, support)
- Sales team must continue operating throughout transition
- Complex pricing rules from legacy systems needed preservation
Approach
Discovery
Mapped existing workflows across both orgs, identified pain points through stakeholder interviews, and documented critical integration requirements.
Plan
Designed unified data model, prioritized features based on revenue impact, and created phased migration plan with rollback procedures.
Ship
Delivered 2,138 features in coordinated release with guided selling, CPQ automation, and advanced analytics. Used modern delivery tooling to reduce coordination overhead.
Measure
Instrumented key metrics from day one. Tracked sales cycle time, win rates, revenue attribution, and user adoption weekly.
What Shipped
- Unified Salesforce org with consolidated data model
- Guided selling workflows with next-best-action prompts
- Automated pricing engine with approval workflows
- Advanced quoting with dynamic product configuration
- Real-time pipeline dashboards and forecast reporting
- Journey-mapped merchant onboarding (15% time reduction)
Impact
Artifacts
Available upon request for hiring discussions
Evidence & Assumptions
Verified
Revenue attribution and sales cycle metrics sourced from Salesforce reporting and finance validation. Feature count from release documentation.
Estimated
Time-to-market improvement based on sprint velocity comparison pre/post consolidation.
Notes
Screenshots redacted for confidentiality. Numbers rounded to protect specific commercial details.
Learnings
- Early stakeholder alignment on success metrics prevented scope creep
- Phased migration with clear rollback plan built trust with sales leadership
- Investing in instrumentation from day one enabled rapid iteration
- Modern delivery tooling reduced coordination overhead significantly
How Modern Tooling Helped
Modern delivery tooling and automation reduced coordination overhead and sped up iteration cycles (faster refinement, clearer handoffs, and tighter release readiness).
Want to discuss this work?
I'm happy to walk through the details, share artifacts, or discuss how similar approaches might apply to your challenges.