Logistics Provider Unifies Sales and Service on Salesforce With Live TMS Data
A growing UK 3PL ran sales on spreadsheets, customer service on an ageing CRM and operations in a separate transport management system. We consolidated everything into Salesforce Sales and Service Cloud with MuleSoft integrations to the TMS, giving teams one view of every customer and shipment.
What stood in the way
The company had grown through contract wins and one acquisition, and its systems had not kept up. Sales tracked pipeline and rate quotes in a dozen shared spreadsheets, service agents used a legacy CRM with no shipment data, and operations lived in the transport management system. Answering a simple customer question about a delayed load meant three logins, several phone calls and often a callback the next day.
Leadership had no reliable pipeline forecast and no view of account profitability, and the legacy CRM was approaching the end of vendor support. Previous attempts to fix this had stalled because each department wanted a different tool, and nobody owned the customer data that connected them.
How we solved it
We treated the project as an operating model change, not just a CRM install. After mapping how sales, service and operations actually worked, we configured Salesforce around those processes, migrated clean data from every source, and used MuleSoft to connect it to the transport management system so shipment status and events appear where agents and account managers already work.
Sales Cloud for freight quoting
Opportunity stages, rate quote objects and approval flows designed around how the 3PL actually prices lanes, with Apex logic for margin checks and contract renewal reminders.
Service Cloud with shipment context
Email and web cases linked automatically to accounts and shipments, with entitlements, routing by customer tier and a console that shows live load status beside each case.
MuleSoft integration layer
API-led integrations between Salesforce and the TMS for shipments, milestones and exceptions, plus finance system sync, with retries, error queues and proactive monitoring built in.
Dashboards leadership trusts
Pipeline, forecast, service level and account profitability dashboards built on cleaned, deduplicated data, replacing the weekly spreadsheet consolidation the finance team used to do by hand.
How the Project Unfolded
Discovery and process mapping
Ran workshops with sales, service, operations and finance, mapped current processes and data sources, and agreed the target data model and integration scope.
Build and integrate
Configured Sales and Service Cloud, built Apex and Flow automation, and delivered MuleSoft integrations to the TMS and finance system in two-week sprints.
Data migration and testing
Cleaned, deduplicated and migrated records from spreadsheets and the legacy CRM, then ran user acceptance testing with each team on real scenarios.
Go-live and adoption
Launched by team with floor-walking support, role-based training and adoption dashboards, then decommissioned the legacy CRM and retired the spreadsheets.
Results that mattered
Sales, service and operations now work from one record of each customer, with live shipment data inside Salesforce. Average case resolution time fell by 45%, the quote-to-contract cycle shortened by 30%, and twelve spreadsheets and tools were retired along with the legacy CRM. Integrations sync reliably, with failed messages surfaced and retried automatically.
Leadership reviews pipeline and service levels from live dashboards. Account managers see margin and service history before every renewal conversation. The company is now piloting Agentforce for case summaries and routine shipment status replies, building on the clean data foundation.
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