#The challenge
Years of accumulated automation had made the Salesforce org unstable: a legacy managed package, layered Apex triggers, and competing integrations — HubSpot, Traction Complete, Planhat and ZoomInfo — all firing inside the same transaction. The result was intermittent lead-conversion failures, thousands of mis-segmented and mis-owned accounts, and unreliable last-activity tracking. Territory changes had to be made by hand, and stale retention flags left over from an old onboarding process were locking accounts to owners who no longer worked them.
#The approach
Root-causing the conversion failures
Traced intermittent lead-conversion failures — governor-limit errors on SOQL queries — to the whole automation stack firing in a single transaction: multiple triggers, six record-triggered flows, rollup-summary automation and managed packages. Shipped recursion guards, a task-activity bypass and conversion-flow cleanups to production.
Account refresh and territory management
Ran repeated large-scale reparenting and segment-alignment passes keyed off retain-owner and segment logic — redistributing roughly 19,000 accounts across reps in a single pass and hitting per-rep caps exactly — plus fixes for pod and segment misassignment and departed-rep book handoffs.
Speed-to-lead and SLA reporting
Built six lead formula fields (first response time, SLA status and threshold, cross-system sync time), 14 reports and a speed-to-lead and SLA dashboard measuring the one-hour MQL response SLA against routing-tool data.
#Outcomes
Lead conversion reliable again
The intermittent governor-limit conversion failures were resolved with recursion guards and conversion-flow cleanups deployed to production.
~19,000 accounts redistributed in one pass
A single territory redistribution pass moved roughly 19,000 accounts across reps against production, hitting per-rep cap targets exactly.
Stale retention flags cut 68%
Retain-owner flags left over from an old SDR onboarding process dropped from roughly 5,500 to about 1,800, freeing those accounts for reassignment.
Speed-to-lead made measurable
Fourteen reports, a dashboard and six SLA formula fields made the one-hour MQL response SLA measurable for the first time.
Embedded delivery