Turning unreliable CRM data into a platform the sales team could trust
Salesforce is only as useful as the information inside it. If customer records are duplicated, opportunities are linked to the wrong people or pricing rules cannot be relied upon, the problem quickly moves beyond data quality.
Sales teams lose confidence. Reporting becomes questionable. Manual work creeps back in. And before long, people start working around the system rather than with it. That was the challenge facing Curinos.
Organisation
Curinos
Sector
Financial services technology and SaaS
Services
Salesforce optimisation, CPQ, integration, Managed Services
Key platforms
Sales Cloud, CPQ, HubSpot, NetSuite
Financial services technology and SaaS
About Curinos
Curinos works with financial institutions, providing SaaS solutions, analytics, data and advisory services designed to support better decision making and stronger commercial performance.
For a business built around data and insight, having confidence in its own CRM information was particularly important. But a combination of legacy Salesforce configuration, issues from an earlier data migration and disconnected sales processes had started creating problems across the commercial operation.
The challenge
The situation
There wasn’t one single issue to fix. There were several problems that had gradually become connected.
01
Sales users couldn’t manually create contacts because Salesforce was still operating around an old requirement that expected contacts to be created through lead conversion.
02
Duplicate records were appearing regularly, partly because validation was missing and partly because the integration with HubSpot wasn’t handling records as it should.
03
Some opportunities were linked to the wrong contacts. Others had no proper contact roles or account alignment.
04
Pipeline reporting had become less reliable because sales stages and fields weren’t being used consistently.
05
There were also problems within CPQ, where incorrectly configured products and pricing rules were creating confusion during the quoting process.
Taken individually, each issue could have looked relatively small. Together, they were making Salesforce harder to trust.
What would have happened if nothing had changed?
Data problems rarely stay the same size. Every duplicate record creates another opportunity for confusion. Every incorrectly linked contact makes reporting slightly less reliable. Every workaround creates another process that somebody has to remember.
Sales teams would have spent more time checking information and correcting records.
Pipeline visibility would have remained inconsistent.
The connection between Salesforce and HubSpot would have continued creating duplication.
Problems within product configuration could have carried through into pricing and quoting.
The longer those issues remained in place, the harder it would have become for the business to treat Salesforce as a dependable source of commercial information.
Our approach
We started by finding out where the problems really were
Before changing anything, Sweet Potato Tec worked with stakeholders across Curinos to understand where the data and process gaps had developed and what the business needed Salesforce to do differently.
That discovery work was important because this wasn’t simply a matter of deleting duplicate records. We needed to understand why those duplicates were being created in the first place, how leads and contacts should move between HubSpot and Salesforce, and why opportunities were being created without the right information. We also needed to make sure that fixing today’s problems didn’t create another collection of problems later.
1
Fixing the foundations
The work focused first on restoring confidence in the data. We carried out a complete deduplication of account records and identified contacts that had been incorrectly linked to opportunities during the original migration. Those records were corrected so opportunities were once again connected to the right people and organisations. New functionality allowed sales users to create contacts directly, removing an old restriction that no longer reflected the way the team worked. Two more complex Salesforce Flows then managed how leads and contacts were reassociated with HubSpot while preventing new duplicates. The objective wasn’t simply to clean the database once — it was to stop the same problems coming back.
2
Making the sales process more reliable
Data quality was only part of the picture. When opportunities are missing contact roles, linked to the wrong accounts or progressing through inconsistent sales stages, forecasting quickly becomes difficult to trust. We helped create a more consistent sales process and improve the quality of information captured around each opportunity, giving Curinos a stronger foundation for pipeline visibility, reporting and future commercial decision making.
3
Correcting the quoting process
From unreliable data to a CRM people can trust
Scope of work
What Sweet Potato Tec delivered
Legacy Salesforce configuration, duplicate records, incorrect data relationships, unreliable opportunity information and product configuration issues were affecting confidence in the CRM. The work addressed each of them, and the reasons behind them.
- Account deduplication
- Improved lead and contact management
- Opportunity process improvements
- Price Rule optimisation
- Ongoing Salesforce optimisation and support
- Correction of incorrectly linked contact and opportunity records
- Salesforce and HubSpot synchronisation improvements
- CPQ product configuration corrections
- Salesforce Flow automation
Key integrations
HubSpot
NetSuite
Salesloft
ZoomInfo
Salesforce for Outlook
Salesforce capabilities
Sales Cloud
CPQ
Einstein Activity Capture
Revenue Intelligence
CRM Analytics
Data Cloud
Agentforce
The outcome
The difference it made
The most important outcome was trust. Duplicate accounts were removed. Contacts were correctly associated with opportunities. Salesforce and HubSpot began working together more consistently, and automation reduced manual work across sales and fulfilment, including order activation, renewals and case creation.
Curinos could once again treat Salesforce as a dependable source of information rather than a system that needed to be constantly checked and corrected.
- Cleaner, more reliable CRM data
- Improved reporting accuracy
- Stronger lead and contact management
- Reduced manual work
- More consistent Salesforce and HubSpot data
- Improved quote accuracy
- A more scalable platform for future sales and operational growth
“Sweet Potato Tec's knowledge and expertise was crucial in helping us solve complex data and process challenges. The improvements have made a huge difference to our sales team and the wider business.”
Matt Donehue — Chief Operating Officer, Curinos
What happened next
Built to keep improving
The work didn’t finish once the immediate problems had been resolved. Sweet Potato Tec continued supporting Curinos as Salesforce releases evolved, validating existing functionality and introducing improvements so the platform could keep changing with the business.
That ongoing work matters because Salesforce optimisation is rarely a one-off exercise. Businesses change. Processes change. Technology changes. The platform needs to be able to change with them.
With cleaner data, stronger automation and more reliable integrations in place, Curinos now has a Salesforce environment that is much better positioned to support future growth.
A partnership with a wider impact
Curinos has publicly recognised its partnership with Sweet Potato Tec in Tirunelveli, India, including our work to attract local talent, create opportunities for women in technology and provide a safe working environment for the local community.
That gives this story a dimension beyond Salesforce. It’s a technology partnership, but it’s also an example of the kind of long-term relationship Sweet Potato Tec wants to build with the organisations it works alongside.
Let us make your technology work harder for your organisation
Tell us what you are trying to improve, where your current systems are holding you back and what success would look like.
We will arrange an initial conversation to explore your requirements and determine whether Sweet Potato Tec is the right partner to help.