Transforming Sales & Marketing Operations in the HealthTech Industry with Salesforce Revenue Cloud (RCA) & Marketing Cloud Account Engagement (MCAE)

The Challenges

Our client, a leading technology company, connects pharmacies, payers, and pharmaceutical companies to improve patient engagement and streamline pharmacy operations. With a vast network of community, chain, and grocery pharmacies serving more than 70 million patients, the company plays a critical role in advancing connected healthcare.

Before working with Kelley Austin, the company faced several key challenges, including transitioning their pharmacy division from a Salesforce CPQ managed package to a fully on-platform Revenue Cloud (RCA) solution. 

With Salesforce CPQ officially entering an “end-of-sale” phase, the company needed to work with a partner with a proven track record of successful Revenue Cloud implementations and migrations. Kelley Austin fit the bill due to our previous Revenue Cloud project experience and dedicated team of Sales Cloud, Salesforce CPQ, and RCA experts. 

On the marketing side, the company wanted to transition from HubSpot to Marketing Cloud Account Engagement (formerly Pardot) as part of broader efforts to increase marketing automation and segmentation as the business grows.

Additional challenges the company faced include:

Manual Quoting & Deal Rebuilds: After opportunities were closed, sales teams had to manually rebuild each deal inside Salesforce before pushing data to NetSuite, a process that consumed 20+ minutes per deal.

Product Data & Catalog Management: Complex product catalogs for hardware and subscriptions were difficult to manage, creating inefficiencies.

Hardware + Subscription Bundling: Subscriptions could not begin until hardware was delivered, which often occurred in staggered shipments, creating complexity in billing and renewals.

Evergreen Contracts: The company had evergreen subscriptions with no predetermined end date, but lacked the tools and reporting insights to handle them efficiently with Salesforce CPQ.

Inefficient Approval Processes: Weak approval workflows that took place outside of Salesforce caused delays and limited compliance oversight.

Contract Visibility Issues: Multi-year deals were stored as PDFs in Google Drive, making it difficult to report on end dates and renewals.

Fragmented Marketing Tools: Disconnected platforms limited campaign execution and made it difficult to align sales with marketing.

Without modernization, the company risked slower sales cycles, limited visibility into customer activity, and missed opportunities for more personalized patient and partner engagement.

The Solution

To address these challenges, Kelley Austin partnered with the company to implement Revenue Cloud and Marketing Cloud Account Engagement (MCAE). Together, these solutions modernized quote-to-cash operations and empowered the marketing team with the tools needed to scale engagement across its extensive healthcare network.

Revenue Cloud (RCA)

For the sales organization, Revenue Cloud delivered a modernized quote-to-cash process designed specifically for the pharmacy business. 

Kelley Austin rebuilt the product catalog, automated pricing, and introduced approvals and product rules to create a guided, consistent quoting experience. Renewals, amendments, and evergreen subscriptions were streamlined, while integrations ensured smooth handoffs between Salesforce and NetSuite. Key solutions we provided include:

Product Rebuild: Created product bundles and SKUs for both hardware and recurring subscriptions, supporting complex selling models.

Pricing Engine: Automated calculations to eliminate manual lookups and reduce errors.

Approval Processes: Introduced robust workflows within Salesforce to streamline reviews and improve compliance.

Product Rules: Added guardrails to guide sales teams toward correct configurations and selling criteria.

Renewals & Evergreen Contracts: Enabled mid-term amendments and evergreen subscriptions, ensuring contracts could renew automatically without manual intervention.

Document Generation & eSignature: Integrated DocuSign for proposal creation and electronic signatures.

Contract Visibility: Centralized contract data in Salesforce, replacing PDF lookups with real-time reporting on start and end dates.

Celigo/NetSuite Integration: Repurposed and enhanced the existing Celigo integration to synchronize orders, pricing, and product master data between Salesforce and NetSuite.

Marketing Cloud Account Engagement (MCAE)

Marketing Cloud Account Engagement gave the company the ability to unify marketing activities with sales data, standardize campaign creation, and improve lead management. 

Kelley Austin implemented the platform from the ground up, ensuring that campaigns could be launched quickly with reusable templates, audiences could be targeted with precision, and reporting provided insights to continuously improve performance.

Data Migration: Migrated HubSpot data into MCAE to preserve historical insights and support a seamless transition.

Technical Setup: Deployed MCAE, integrated it with Salesforce, enabled Connected Campaigns, and configured custom fields.

Content Creation: Rebuilt 12–15 email templates, landing pages, forms, and layout templates for reusable campaigns.

Automations: Configured automation rules, scoring models, and engagement programs to support lead nurturing and sales handoff.

Segmentation: Built dynamic and static lists to enable targeted marketing for both customers and prospects.

Reporting & Analytics: Created B2B Marketing Analytics dashboards and Salesforce reports to track campaign effectiveness.

Customer Impact

With Revenue Cloud and MCAE in place, the company has achieved a significant transformation across its sales and marketing functions. The new systems not only replaced outdated, manual processes but also established a scalable foundation for future growth.

By automating critical workflows and creating a single source of truth, the company has gained efficiency, accuracy, and alignment across teams. Key outcomes include:

Faster Quoting: Automated quoting eliminated manual deal rebuilds, saving sales reps up to 20 minutes per deal.

Smarter Contract Management: Evergreen subscriptions and amendments can be managed seamlessly, while contract data is easily reportable in Salesforce.

Streamlined Operations: Automated pricing, approvals, and product rules provide a consistent, guided sales experience.

Improved Marketing Execution: Marketing teams can now design, launch, and measure campaigns with reusable assets and targeted segmentation.

Better Sales & Marketing Alignment: Unified data ensures sales receives a steady stream of qualified leads enriched with engagement insights.

Stronger Scalability: The new Salesforce foundation positions the company to expand its reach and impact across the healthcare ecosystem.

Together, these improvements empower the company to scale more efficiently, strengthen relationships across its vast healthcare network, and ultimately achieve its mission of driving better patient outcomes through connected technology and services.