Three CRMs consolidated into one, with the history intact
Three regional sales teams, each on its own CRM, moved onto one platform. Their stage history came across too, so year-on-year forecasts still worked.
Wholesale & Distribution · National distribution group
- 1
- CRM platform, down from 3
- removed
- Manual forecast consolidation
- ~18%
- Duplicate accounts merged at load
was monthly
The challenge
The group had grown by acquisition, which left three regional sales teams on three CRMs with three definitions of a qualified lead. Each month someone rebuilt the combined forecast by hand in a spreadsheet. Nobody could say with confidence how much open pipeline there was in total.
What we did
We ran a selection across the three CRMs already in use to pick one. We did not assume the largest team's platform should win. All three CRMs were then migrated into it. Contacts and deals came across with their stage-change history and activity timelines, so past periods could still be compared. Duplicate accounts were merged during the load, using rules agreed with sales operations. They were not left for a cleanup project. Before any team switched over, we matched pipeline value and closed-won totals against each source system. The CRM is also connected two-way to the ERP, so credit position and order history are visible inside the deal.
The technically interesting part of this project was reconciliation. Before anyone was asked to stop using the old systems, we had to prove that open pipeline and closed-won totals in the new one matched the reports leadership already trusted.
Of the three discrepancies we found, two were not lost records. They came from regions defining a win differently: one had counted a deal as won at purchase order, another at invoice. Finding that during migration cost far less than finding it in a board meeting.
Stack
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