Some companies grow faster than the systems holding them together. This dental-technology company was one of them. Every new sale set off the same scramble: route the customer to training, ship the hardware, schedule the clinicians, confirm everyone was ready before go-live. The work got done, but it was held together by people, spreadsheets, and a stack of tools that did not talk to each other. Madison Ave replaced that scramble with a single Salesforce platform where onboarding starts itself the moment a deal closes.
The Challenge
Growth had left the company with a patchwork of systems that each owned one slice of the customer journey and shared none of it. Marketing automation lived in one tool, sales engagement in another, contracts in a third. None of them carried the customer cleanly into onboarding. The hardest part came after the sale: coordinating intensive, multi-hour clinician training with the physical delivery of the hardware each provider needed to actually use the product. Training booked before a device arrived was wasted. A device that arrived before training was scheduled sat idle. Every handoff between teams was manual, and at the company’s pace, manual was starting to break.
The Solution
Madison Ave delivered a Salesforce Professional Services solution that turned a closed sale into a fully orchestrated onboarding sequence, with no human handoffs required to start it. The build consolidated the fragmented tool stack into one source of truth and connected the three things that had never been connected before: training, logistics, and the customer record.
- Automated onboarding architecture. A purpose-built operations pipeline triggers the full onboarding sequence the instant a contract is signed, generating the training and fulfillment records that used to be created by hand.
- Integrated logistics. A dedicated shipment object with carrier integration tracks each hardware delivery, so clinician training is only scheduled once the device is confirmed in transit or delivered. The two halves of onboarding finally move in sequence instead of colliding.
- Clinician training protocol. A coordinated scheduling system manages the multi-hour training sessions end to end, with automated capacity tracking and cancellation alerts so no session is overbooked and no provider falls through the cracks.
- One source of truth. The legacy tools that each owned a fragment of the journey were consolidated into Salesforce, giving every team a single, current view of where each provider stands from signature to go-live.
Key Success Metrics
- 1,775 new onboarding opportunities created and tracked within the new system, giving the team a single view of every provider moving from signature to go-live.
- 13% increase in Net Promoter Score, driven by a faster, more professional onboarding experience for new providers.
- 7 legacy systems consolidated into one Salesforce source of truth.
Beyond the numbers, the shape of the operation changed. A signed contract now starts onboarding on its own, with no manual handoff, and clinician training is scheduled only against a confirmed hardware shipment, so training slots and devices are no longer wasted waiting on each other.
Why It Worked
Onboarding breaks at the handoffs. The closed sale that nobody picks up, the training booked before the hardware ships, the customer record that lives in four systems and is current in none. Madison Ave’s white-glove team did not just automate the steps, it connected them, so the moment a deal closes the whole sequence moves as one. For any company onboarding customers at speed, that is the difference between growth that compounds and growth that creates a backlog.