Rearchitecting the CRM behind
a restaurant POS platform

Salesforce had no way to distinguish an independent single-location operator from a 40-unit franchisee or a corporate-owned chain, so every account was routed and messaged the same way. Data validation was broken badly enough that 22% of outbound emails bounced, and duplicate or incomplete records were common across the base.

The sales cycle averaged 145 days, longer than the deal complexity justified. Once a deal closed, there was no structured way to track a restaurant through onboarding and POS activation, so leadership had no visibility into how long it actually took a signed customer to go live.

We rearchitected the object model to reflect the franchise structure itself: multi-location accounts, ownership hierarchy, and franchisee type became native fields instead of workarounds, so reps could route, prioritize, and personalize by operator type for the first time.

We rebuilt the data validation and enrichment layer to catch bad records before they hit outreach, and extended the pipeline past Closed Won into a tracked onboarding and activation process, giving the team a single system that covered signal through install.

Email bounce rate dropped from 22% to 3%. Sales cycle length fell from 145 days to 96 days, a 34% reduction, as reps stopped losing time to bad data and misrouted accounts.

Every account in the base is now tagged by franchisee type and location count, and leadership has full visibility from Closed Won through POS activation for the first time. Median time-to-activation dropped from 60 days to 34 days once the onboarding stage was actually trackable.