Aerolase is a worldwide leader in laser skin health technology. Their lasers are the product of two decades of research and development, serving dermatology practices and aesthetic medicine providers globally. Their sales motion runs on volume, relationships, and speed. When a lead comes in from a trade show, a website form, or a referral, it needs to reach the right rep in the right territory fast.
The Challenge
Aerolase had Salesforce in place, but adoption was poor and the platform wasn’t matching the way the business actually sold. Leads were flowing in from HubSpot, Einstein Activity Capture, Web-to-Lead forms, trade show imports, and manual entry, all landing in Salesforce without a system of record to govern them. Marketing had no way to track what happened after a lead was handed off. Sales reps were missing leads entirely because notifications weren’t landing. And every time HubSpot re-synced, territory ownership would silently shift because Salesforce’s standard Lead Assignment Rules couldn’t handle the edge cases.
The cumulative effect: Marketing couldn’t prove ROI, Sales couldn’t be held accountable, and executives couldn’t see reliable pipeline.
The Approach
Madison Ave took a linear, week-by-week approach so the Aerolase team could keep selling while we fixed the plumbing. Each week closed a specific gap in the customer lifecycle.
Week 1: System and process analysis
Mapped the end-to-end customer lifecycle and documented where it was leaking: adoption gaps, data quality issues, missing cross-departmental communication, inconsistency across tools, and siloed information. The linear approach was the outcome of this analysis.
Week 2: Prospect to lead, scoring, assignment
- Cleaned 70,000+ leads alongside the Aerolase Marketing team, normalizing address data, reviewing top lead sources (websites, trade shows), and validating field integrity for territory routing.
- Built a lead scoring algorithm tuned to Aerolase’s actual conversion patterns so reps could focus on the leads most likely to close.
- Implemented custom assignment notifications with a custom sender profile, template, and design so reps got real-time alerts they actually saw, not buried in a generic WordPress-style email.
Week 3: Marketing handoff and first activity
Established a system of record for post-handoff activity. Marketing could now see what happened after a lead was routed to sales: did a rep call, did they email, was there a meaningful follow-up. Reports on non-automated sales activity gave leadership a clear picture of rep performance, which freed Marketing to focus on generating qualified leads instead of chasing them.
Week 4: Lead routing and territory management
The HubSpot sync was silently overwriting territory ownership because Salesforce’s standard Lead Assignment Rules couldn’t handle the dynamic re-evaluation. Madison Ave built a custom territory management solution using Flow and Dynamic Forms, routing leads down to the zip code level, resilient to downstream re-syncs.
Week 5: Reporting that drives performance
Built reports and filterable dashboards on leads, opportunities, and rep activity. Custom fields tracked activity from Einstein Activity Capture so reporting stayed honest even when reps used multiple tools. Leadership got a single pane of glass for pipeline health.
Week 6: Dynamic gauges for team goals
The executive team asked for team-goal tracking, but team sizes varied. Madison Ave used Salesforce’s then-new Dynamic Gauges feature, combined with custom formula fields, to show goals scaled to team size in real time. Executives could finally see goal attainment without spreadsheet reconciliation.
The Outcome
Lead-to-opportunity handoff became a reliable machine instead of a hand-wave. Reps stopped missing leads. Marketing got the accountability and attribution they needed to prove ROI. Executives got dashboards that told the truth about pipeline. And Aerolase expanded the engagement into a 300-hour, 12-month admin-on-demand partnership to keep the platform evolving with the business.
Why It Worked
Medical device sales is a specific kind of B2B motion: long cycles, complex territories, regulated buyer personas, and a constant tension between Marketing lead volume and Sales rep bandwidth. Madison Ave’s approach respected that specificity. We didn’t force a generic CRM playbook on Aerolase; we mapped their business first, then chose the configuration, custom code, and Salesforce features that fit. The linear week-by-week delivery meant Aerolase saw value early and kept operating at speed throughout.