Case Study
Quoting, Routing, and Communication, Built for the Field
An engineered soil manufacturer needed a quoting system that matched the complexity of their distribution model. We built it, then made the rest of their sales process smarter too.
The Challenge
For an engineered soil manufacturer with a distributed sales team and multiple regional fulfillment locations, quoting was a problem hiding in plain sight. Outside reps were working from memory, or worse, from spreadsheets, with no reliable way to know what products were actually available at the distribution facility closest to their customer.
Not every product is stocked at every location. And when a rep quoted something that couldn't be fulfilled from the right facility, the fallout was real: callbacks, delays, and a customer who had already started planning around a timeline that wasn't going to hold.
Beyond quoting, the rest of the sales motion had friction too. Field reps had no tooling to help them make the most of a territory visit. The company was running NetSuite as their ERP, the two systems weren't talking, meaning order and fulfillment data lived in a separate silo from the sales process that created it. The org had the right platforms in place. It needed someone to make them work together.
The Solution
We built a connected system across five workstreams, a CPQ implementation as the core, with Salesforce Maps, a custom Twilio integration, a MuleSoft Composer ERP connection, and Account Engagement rounding out the ecosystem.
Salesforce CPQ: Built for a Distribution Model
The CPQ implementation was designed from the ground up around how this company actually sells. Products aren't universal, they're location-specific, measured in tons, and available in varying quantities depending on which distribution facility is serving the quote.
We configured CPQ so that the quoting experience surfaces only the products available at the relevant distribution center, shows live quantity availability in tons, and allows reps to select the right unit of measure and packaging options at point of quote. No more guessing what's in stock. No more quoting from a facility that can't fulfill.
We also built in automated notifications for outside reps when an opportunity is assigned to them — so nothing sits unworked while it waits for someone to notice it in their queue.
Salesforce Maps: Smarter Territory Coverage
Salesforce Maps gave the team geographic visibility they hadn't had before. Marketing could now see where leads were coming from and overlay that against closed-won opportunities, identifying regions with strong pipeline activity but low conversion, and areas where they were underpenetrating entirely.
Travel miles logic for nearest distribution. We built logic that calculates the travel distance from any prospect or account to each of the company's distribution facilities, automatically surfacing the closest location. Field reps always know which facility should be fulfilling the quote before they ever start building it — eliminating a manual lookup that was slowing down every conversation.
For field reps making territory visits, we configured message templates triggered by geographic proximity. When a rep is near an account they haven't visited recently, they can send an "I'm in your area" message directly from Maps, turning a routine drive into a proactive touchpoint without adding steps to their day.
MuleSoft Composer: Salesforce and NetSuite, Connected
The company runs NetSuite as their ERP, but without an integration, Salesforce and NetSuite were functioning as separate systems of record. Sales data created in Salesforce had no reliable path into NetSuite, and fulfillment and order data from NetSuite wasn't visible to the sales team where they actually worked.
We used MuleSoft Composer to bridge the two. The integration keeps data flowing in both directions, so when a deal closes in Salesforce, the relevant order information moves into NetSuite without manual re-entry, and reps have visibility into order status without leaving their CRM. It's the piece that closes the loop on the Lead-to-Cash process.
Account Engagement: Marketing That Connects to the Pipeline
The company uses Salesforce Account Engagement (formerly Pardot) to run their marketing programs. With CPQ and Sales Cloud now properly configured, Account Engagement has a cleaner data foundation to work from, prospect activity, lead status, and pipeline stage are all aligned between systems, so marketing can target based on where leads actually are in the process rather than working from a disconnected view.
Twilio: Marketing That Connects to the Pipeline
The company uses Salesforce Account Engagement (formerly Pardot) to run their marketing programs. With CPQ and Sales Cloud now properly configured, Account Engagement has a cleaner data foundation to work from, prospect activity, lead status, and pipeline stage are all aligned between systems, so marketing can target based on where leads actually are in the process rather than working from a disconnected view.
The Results
The system Krahnborn built replaced a fragmented, manual sales process with one that works the way the business actually runs, distribution-aware, geographically informed, and connected end to end.
Accurate Quotes, First Time
Reps no longer quote products that can't be fulfilled from their facility. Availability and quantity are surfaced at the moment of quoting.
Faster Response to Inbound Texts
A custom Twilio-to-Chatter flow ensures no inbound SMS goes unnoticed. Owners are notified immediately, with the message content in-line.
Smarter Territory Visits
Field reps know which distribution facility serves each account before the conversation starts and can turn nearby visits into proactive outreach.
Geographic Sales Intelligence
Marketing now has a live view of lead density versus closed business, identifying where to push harder and where the pipeline isn't converting.
Client Profile
Industry:
Engineered Soil Manufacturing & Distribution
Size:
25-50 Employees
Solutions Implemented:
Agentforce Sales Cloud
Salesforce CPQ
Account Engagement
Salesforce Maps
MuleSoft Composer
Twilio
Engagement Type:
SOW Implementation
Multi-year Cultivate managed services
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