Powering Public Safety: A Salesforce Org Migration Transforms Sales, Service, Marketing & More

The Challenges

For more than 20 years, our client has supported the well-being and effectiveness of public safety professionals, first responders, and local government employees. Serving over 2 million professionals across 10,000+ agencies, the company is a recognized leader in driving performance excellence, enhancing readiness, and engaging communities with transparency and trust.

After nearly a decade of Salesforce usage, the company’s system had become burdened by significant technical debt. Customizations, outdated integrations, and manual workarounds made it increasingly difficult to maintain the system or take advantage of Salesforce’s latest capabilities with each release.

As a result, business units struggled to operate efficiently, relying on fragmented processes that slowed growth and created visibility gaps. Key challenges the company faced before working with Kelley Austin include:

Order-to-Cash Gaps: Disconnected processes between sales, finance, and service caused inefficiencies in renewals, quoting, and revenue recognition.

System Complexity: Middleware dependencies and outdated integrations with NetSuite and other systems limited scalability and added maintenance overhead.

Inconsistent Processes: Each department operated differently, with little standardization across quoting, renewals, and case management.

Visibility Gaps: Leadership lacked real-time insights into churn, pipeline health, and customer value, making it harder to plan and optimize operations.

Marketing & Sales Handoff Issues: The lack of clear qualification rules and lead routing processes reduced conversion efficiency.

Building a New Salesforce org vs Remodeling the Current Org 

After completing a detailed discovery and design initiative, Kelley Austin evaluated two potential paths forward: remodeling the existing Salesforce org or migrating to a new environment. While remodeling may have seemed like the lighter lift on the surface, it carried major risks — namely, the persistence of technical debt and limitations that would prevent the company from fully realizing its desired business processes.

Read More: Salesforce Org Strategy: When to Remediate Your Existing Salesforce Org vs Start New →

A new-org migration was recommended as the least risky and most future-ready option, offering the company a clean foundation to scale. Key benefits of a Salesforce org migration for our client include:

Minimal Technical Debt: A new build provided the opportunity to start fresh, eliminating years of accumulated complexity and workarounds.

Quicker, Easier Build: Compared to remodeling, migration allowed for faster development and cleaner deployments.

Stakeholder Confidence: Business leaders embraced the new-org approach, recognizing that a single deployment would deliver meaningful, visible improvements.

Simplified Ongoing Management: Post-launch updates, maintenance, and administration would be significantly easier and quicker in the new environment.

By taking the new-org approach, the company positioned itself for long-term success with a Salesforce platform designed to support their business processes without compromise.

The Solution

Kelley Austin partnered closely with the company’s business and technical teams to design and implement a modern Salesforce platform. 

The new solution addressed challenges across Sales Cloud, Salesforce CPQ, Service Cloud, Experience Cloud, and Marketing Cloud Account Engagement (formerly Pardot), supported by custom development and integrations.

Sales Cloud

To improve the company’s sales operations, Kelley Austin restructured Sales Cloud to simplify processes, strengthen data accuracy, and provide the sales team with better tools to manage customer relationships. The updated system reduced manual work, increased visibility into accounts and opportunities, and ensured alignment across the sales organization.

Territory Assignments: Automated territory assignment rules ensure that new opportunities and accounts are routed to the right representatives.

Lead & Opportunity Management: Enhanced lead and opportunity workflows support new logo acquisition, cross-sell, upsell, and renewal motions.

Sales Engagement Tools: Salesforce Sales Engagement and Sales Dialer streamlined communication and activity tracking for sales teams and SDRs.

Account & Contact Management: Structured account creation and improved contact data management lead to more reliable reporting and forecasting.

Partner & Vendor Management: Discount structures, vendor accounts, and contract details are managed within Salesforce instead of spreadsheets.

Salesforce CPQ

Salesforce CPQ was implemented to replace manual, error-prone processes with a streamlined quoting solution. This provided sales and finance teams with a unified, automated system for quoting, renewals, tax calculations, and revenue recognition, creating more reliable outcomes for both employees and customers.

Quoting Automation: Product and price rules, discount approvals, and co-terming logic ensure accuracy and efficiency in all quotes.

Tax Transparency: Tax calculations are completed directly within CPQ, eliminating billing surprises downstream.

Renewals in Salesforce: Renewal processes are fully managed in Salesforce, enabling consistent tracking and greater visibility.

Churn & Expansion Reporting: A custom solution to enhance built-in reporting provides insights into account expansion, contraction, and churn trends.

Finance Integration: CPQ data seamlessly feeds into NetSuite, giving finance teams real-time access to accurate order information.

Professional Services Management: Professional services calculations are built into CPQ and a Planview integration allows seamless transition from opportunity close to project creation.

Service Cloud

Service Cloud was enhanced to unify and standardize the company’s client services and customer support functions. 

“I want to take a minute to say thank you to the KA Team. How methodical and detailed you all have been is appreciated. You all think about everything so we don't have to think about it. Just wanted to let you all know."

— Chief Services Officer

By consolidating case management, knowledge resources, and communication channels, the company can now deliver faster, more consistent service experiences for its customers. Key service solutions include:

Standardized Case Lifecycle: All departments now follow the same case lifecycle, reducing confusion and ensuring consistency.

Time & Escalation Tracking: Enhanced tracking provides visibility into how long cases remain in each status and how escalations are handled.

Service Cloud Voice: Simplified call routing makes it easier to manage updates and reduce delays with Service Cloud Voice.

Knowledge Base Integration: Knowledge content is now managed within Salesforce, providing agents with real-time access to helpful articles.

Customer Self-Service: Embedded chat and community portals give customers easier access to support resources.

Jira Integration: Direct integration with Jira enables support teams to create and relate issues to Salesforce objects.

Voice & Chat Surveys: We implemented post-phone call surveys where the customer can select a 1–5 rating. Post-chat surveys were also implemented.

Survey Response Automation: Alerts are automatically sent to managers and case owners when survey scores are less than 3. 

Support Communities: We implemented two communities using Experience Cloud; an internal help site and customer help site.

Marketing Cloud Account Engagement (MCAE)

Marketing Cloud Account Engagement was reconfigured to strengthen the marketing-to-sales handoff and improve campaign effectiveness. With better lead qualification, cleaner data, and more robust reporting, the marketing team is now able to deliver higher-quality leads and measure ROI more effectively. MCAE solutions implemented by our team include:

Lead Scoring & Qualification: MQL vs. SQL logic and automated lead routing ensure that only the most qualified leads reach sales.

Drip Campaigns & Conversion Rules: Automated campaigns nurture leads with relevant content and trigger conversions at the right time.

Campaign Management: Standardized processes for campaign creation and attribution improve cross-team reporting.

Multi-Touch Attribution: Automated attribution models provide deeper insights into which campaigns drive ROI.

Data Clean-Up: Data rules improve segmentation accuracy, enabling more targeted communication.

Content Optimization: Outdated assets were archived while high-performing content was identified and leveraged more strategically.

Custom Development & Integrations

To ensure scalability and long-term system health, Kelley Austin modernized the company’s middleware and integrated Salesforce with key business systems. These improvements reduced technical debt, improved data reliability, and simplified system maintenance. 

MuleSoft: Replaced Boomi with MuleSoft as our client’s integration platform, simplifying and scaling operations by seamlessly syncing data between Salesforce, NetSuite, and other core systems in the company’s tech stack.

NetSuite Integration: Simplified integrations improved invoice syncing, overdue account tracking, and financial reporting.

Wrike, Jira & SmartKarrot Integrations: Extended capabilities for Wrike, Jira, and SmarKarrot streamlined IT ticketing, project management, and customer success workflows. Unified form submissions and notifications processes within Salesforce by migrating forms from Wrike over to Salesforce. 

Data Governance: Automated data backup, archiving, and cleansing provided long-term reliability and compliance.

Onboarding & Off-boarding Automation: Salesforce now supports standardized customer onboarding and offboarding processes.

‍Advanced Reporting: Power BI and Salesforce Data Lake integrations deliver real-time insights into operations and performance.

Customer Impact

The Salesforce org migration delivered a significant transformation across the company’s operations. By eliminating years of technical debt, standardizing processes, and strengthening integrations, the company has moved from a fragmented, manual environment to a streamlined, automated, and data-driven platform. 

This shift not only improved internal efficiency but also enhanced the experience for customers and partners, ensuring the company can continue to scale while serving its mission to support public safety professionals. Key benefits of the project include:

Streamlined Order-to-Cash Cycle: A fully integrated order-to-cash process eliminated inefficiencies and visibility gaps, ensuring faster, more reliable revenue recognition.

Improved Sales Productivity: Structured account and contact data, automated territory assignments, and CPQ-powered quoting enabled sales teams to work smarter and close deals faster.

Enhanced Customer Experience: Standardized case management, self-service portals, and proactive renewal processes improved customer satisfaction and reduced churn risk.

Cross-Team Alignment: Integrated systems and shared KPIs foster stronger collaboration between sales, marketing, finance, and service teams.

Real-Time Business Insights: Unified reporting delivers visibility into churn trends, pipeline health, campaign ROI, and expansion opportunities, enabling data-driven decision-making.

By helping our client modernize its Salesforce environment, the company now has a scalable foundation for growth and innovation. Teams spend less time managing manual workarounds and more time driving impact for their customers and communities. 

Most importantly, the company is better positioned to serve over 2 million public safety and government professionals with the transparency, accountability, and operational excellence required to keep communities safe.