Case detail
MarketResponse
MarketResponse
MarketResponse is a leading data and insights agency focused on understanding human behavior and improving customer and employee experiences. With over 90 specialists – including behavioral scientists, data analysts, and software developers – MarketResponse helps organizations with AI-driven research, audience segmentation, CX and EX optimization, branding, and reputation management. The organization operates from Utrecht and Amsterdam (with global clients) and brings together people, markets, and technology to create strategic impact.
The Challenge
MarketResponse is an organization with multiple entities and a rich history of acquisitions, resulting in a complex internal structure. The Salesforce environment was set up as a CRM but provided insufficient support for daily operations. There was an urgent need for structure, optimization, and insight into the entire business process, from sales to administration.
The different companies (in the Netherlands and the USA) had various revenue models: subscriptions, usage-based, projects, and time & materials. Each company also had different processing methods, applications, and systems to record this data, without exchanging information between them. The goal was to create one integrated process.
The Solution
Resolve IT started at the core: optimizing the CRM and sales processes within Salesforce. By getting these foundations in order, there was room to further leverage the platform’s benefits. Major follow-up steps were taken in automating processes for administration, invoicing, subscription management, contract management, project management, and time tracking.
The collaboration grew organically. As the organization gained more control over its data and processes, opportunities arose for further system integration. Resolve IT connected Salesforce to external systems such as the Chamber of Commerce, SharePoint, Exact Online, Stripe, and Monday.
The integration with Exact Online made all administrations – spread across different entities – accessible in one central environment. This provided a complete and reliable view of all financial flows within the organization.
Through the Chamber of Commerce integration, data quality was significantly improved. Company information was automatically enriched, and duplicate entries in Salesforce were drastically reduced.
The integration with Monday ensured that once projects were launched, they were synced with the project management tool so that the right resources and time tracking could be linked to them.
The integration with Stripe enabled direct payments from Salesforce via credit card and automatic debit, including for U.S. customers.
The SharePoint integration also brought significant benefits. A central data repository was created with a clear folder structure, accessible to both Salesforce users and colleagues outside the platform. Files are now easy to find and share in a logical, standardized way.
Finally, Resolve IT also implemented Service Cloud. Previously, communication was handled via various email addresses and separate systems, but it is now centralized into a single channel. All customer interactions – regardless of origin – now come together in Salesforce, giving departments and representatives full visibility into ongoing conversations, outstanding questions, and the status of customer requests.
The result
Salesforce now serves as the backbone of MarketResponse: processes are optimized, data is reliable, communication is centralized, and collaboration between teams has greatly improved.
They now have a single system (Salesforce) where all different administrations, processes, and payment flows come together, finally providing a unified view of what is happening across the organization(s). And all of this in an automated system that has saved multiple FTEs on the work floor.
What started as a technical optimization has evolved into a strategic foundation on which MarketResponse can continue to build – with control over information, a clear overview of all entities, and room for scalable growth.
