Unifying lead management and CRM operations for Top Echelon

The challenge

Top Echelon is a boutique software firm that provides recruiting agencies and companies with the tools they need to source, screen and engage high-quality candidates during hiring initiatives. As the business grew, its own sales operations hadn't kept pace with the tools it built for clients.

The sales department ran on Excel spreadsheets and a mix of miscellaneous digital tools to manage daily operations. There was no standardized sales process. Most reps managed leads according to their own preferred approach, with little consistency from one rep to the next.

Lead assignment added another layer of manual effort. Admins personally reviewed rep workloads and assigned prospects by hand, a process that took time away from higher-value work. Without a connected system, the sales team also had no real visibility into how prospects were engaging with Top Echelon's marketing efforts through Active Campaign, its primary digital marketing tool.

Together, these gaps limited team efficiency and left leadership without a clear picture of consumer activity across the funnel.

The TELUS Digital solution

TELUS Digital delivered a Salesforce Sales Cloud implementation designed to streamline and accelerate lead intake, assignment and management for Top Echelon's sales team.

The engagement began with a full Sales Cloud implementation, giving Top Echelon a standardized home for sales operations in place of spreadsheets and disconnected tools. TELUS Digital then integrated Sales Cloud with Active Campaign, connecting sales activity to marketing engagement data for the first time.

To preserve historical records, the team migrated data from Top Echelon's legacy system into the new Sales Cloud environment. Finally, TELUS Digital established automations that manage lead assignment according to the client's business logic, removing the manual review process admins had relied on and driving consistent workflow efficiency across the sales team.

The results

With Sales Cloud fully implemented and integrated, Top Echelon moved from a fragmented, manual sales process to a single, automated platform connected directly to its marketing efforts.

Key improvements include:

• Manual work and data silos across the sales team have been eliminated
• Leads can now be tracked across every touchpoint, from first engagement onward
• Sales activity can be attributed directly to specific campaign efforts
• The team can align outreach tactics with consumer behaviors and preferences using data from a unified platform