A Software Company Enhances Customer Support, Sales Operations, and Marketing Efficiency with Agentforce, Einstein for Service, and Marketing Cloud Account Engagement

The Challenges

Our client, a leading tech company that provides businesses with enterprise resource planning software, was looking to improve its sales and customer service operations as well as its marketing effectiveness by working with Kelley Austin.

For sales, several challenges existed within their workflows and operational processes. As part of their sales process, salespeople utilize a ValuePrompter workflow, which enables them to capture essential prospect information such as key business issues and the resulting value proposition.

The existing ValuePrompter workflow required sales reps to manually read through multiple long text fields across individual records to identify relevant value points for a specific contact. There was no structured guidance or content reuse, which led to inefficiencies and inconsistent messaging.

Additionally, the existing interface for working with ValuePrompter records presented several friction points, with overwhelming text fields, lack of contextual support, manual duplication, and no assistive workflow. Users were required to read and interpret multiple long text fields manually, often without any structure or guidance. Key challenges included:

Manual Data Extraction: Sales reps had to read through multiple lengthy text fields across individual records to identify relevant value points for each contact.

No Structured Guidance: The ValuePrompter workflow lacked prompts or templates, leaving reps without clear direction on what information to capture for specific roles or opportunity types.

Inefficient Content Reuse: There was no mechanism for reusing existing content, forcing reps to clone or rewrite messaging from scratch for every new opportunity.

Time-Consuming Process: The manual nature of the workflow made it especially slow for new or less experienced team members, increasing ramp-up time.

UI Friction & Overload: The interface presented overwhelming text fields without contextual support, making navigation and interpretation difficult.

Lack of Intelligent Recommendations: No inline assistance or smart suggestions were available to guide reps toward relevant information or best practices.

Inconsistent Messaging: Without structured workflows or content reuse, messaging varied widely across reps, reducing overall effectiveness.

On the customer support side, the company had a robust knowledge base and structured workflows in Service Cloud but struggled with optimizing response times and service rep productivity. Key challenges included:

Time-Consuming Ticket Resolution: Service reps had to sift through lengthy email threads to understand past customer interactions, slowing down response times.

Inefficient Knowledge Retrieval: Service reps were presented with multiple articles rather than direct solutions, increasing time spent troubleshooting.

Manual Effort in Customer Support: Service reps had to manually summarize interactions and identify resolution steps, leading to inconsistencies and errors in responses.

On the marketing side, their existing Marketo environment was cluttered with outdated assets and automations that no longer supported the needs of the marketing team. This limited their ability to effectively manage their marketing funnel, attribute marketing efforts, and deliver personalized customer experiences. Marketing-related challenges included:

Outdated Marketing Funnel & Lead Lifecycle: Processes weren’t aligned with business goals, limiting efficiency and insights.

Inadequate Attribution Models: Difficulty tracking the true impact of campaigns across touchpoints.

Suboptimal Prospect Experience: Legacy assets and lack of centralized preferences led to a disjointed customer journey.

The Solution

To address the challenges in sales, customer support, and marketing, Kelley Austin delivered a comprehensive solution that combined AI-powered sales and service enhancements with a modernized marketing platform. 

Agentforce

To solve the sales challenges related to the ValuePrompter workflow, our team implemented an Agentforce AI agent that is integrated within Flow. The AI agent automatically identifies ValuePrompter records tied to contacts of the same role, analyzing their long text content to extract recurring themes.

The AI agent presents a summarized suggestion to the user at the point of record creation or after creation during editing. This smart guidance provides the highest-quality value statements—improving both speed and consistency in the value selling process.

Additionally, our team implemented AI summary fields in the Agent conversation pane in Salesforce. Sales reps can quickly access dynamically summarized content from historical ValuePrompter records based on contact role, opportunity context, and prior outcomes—all through a natural language interaction right in Salesforce. 

The sales rep enters contact and opportunity context and the AI agent provides them with a set of suggestions for creating new ValuePrompter records. Salespeople have the capability to Accept, Modify, or Reject suggestions provided by the AI agent.

Einstein for Service

To improve service operations, our team enabled Einstein for Service within the company’s existing Service Cloud instance. This AI-powered solution streamlined customer service processes and improved service rep efficiency through two key capabilities:

Ticket Summarization: Einstein automatically generates concise summaries of past customer interactions, allowing service reps to quickly understand issue history without reading through entire email threads. 

AI-Powered Answers: Instead of displaying multiple knowledge articles, Einstein analyzes the knowledge base and extracts the most relevant information to provide direct, actionable responses. This ensures that service reps can quickly access precise solutions without manually sifting through multiple sources.

Marketing Cloud Account Engagement 

We implemented Marketing Cloud Account Engagement (MCAE) to replace the company’s outdated Marketo system and build a scalable, data-driven marketing foundation. Highlights of the solution included:

Enhanced Marketing Funnel & Lead Lifecycle: Redesigned data model, automations, and segmentation for improved attribution and flow.

Preference Center: Enhanced the existing Marketing Cloud Engagement Cloud Page to serve as a centralized preference center for both Marketing Cloud Engagement and MCAE Audiences.

Campaign Attribution Models: Configured multi-touch attribution models (first, last, and multi-touch) for accurate campaign impact reporting.

Asset & Automation Migration: Rebuilt essential forms, landing pages, email templates, and automations aligned with current business goals.

Integrations: Connected 6Sense, Zoom, and ZoomInfo to enrich data and enhance campaign execution.

Customer Impact

The combined impact of Agentforce, Einstein for Service, and MCAE was transformative for our client, delivering measurable improvements across both customer support and marketing operations. 

"I wanted to reach out and express my gratitude for the tremendous thought and hard work you put into the MCAE launch. I really appreciate everything you did for us and I'm so excited for us to fully move over. This was easily the most collaborative implementation I've ever been on, and it made the experience so much more enjoyable. I hope we get to work together again!"

- Director, Marketing Operations

By leveraging AI-powered sales and service tools and a modern marketing platform, the company achieved greater efficiency, accuracy, and insight — empowering teams to deliver exceptional experiences at every stage of the customer journey.

Improved Sales Efficiency: With Agentforce guiding sellers through a series of questions that automatically populate ValuePrompter data points, the sales team can now add valuable details with minimal friction. Agentforce has reduced onboarding time for new sellers​ and ensures data consistency across teams.

Faster Response Times: With AI-driven ticket summarization, support reps can quickly assess past interactions and resolve issues more efficiently.

Enhanced Accuracy in Support Responses: AI-powered answers ensure that support reps provide the most relevant and precise solutions, reducing troubleshooting time.

Streamlined Agent Workflows: By automating information retrieval and summarization, the company’s support team can focus on delivering high-quality service rather than searching for answers.

Optimized Funnel & Attribution: Enhanced visibility into campaign performance and lead progression.

Personalized Prospect Experiences: Centralized preferences and tailored touchpoints improved engagement.

Modernized Marketing Solutions: Outdated assets and automations were replaced with a scalable, integrated solution.

Stronger Insights: Multi-touch attribution and advanced reporting provided actionable data to drive decisions.

With these enhancements in place, our client is now equipped with the technology and processes to scale confidently, respond to customer needs faster, and make data-driven decisions that drive growth. 

By modernizing their service and marketing capabilities, they’ve laid a strong foundation for continued innovation and customer success.