AT A GLANCE
Customer: Cable
Industry: SaaS – Compliance and Risk Automation for Fintechs and Banks
Challenge: Scaling inefficiencies, fragmented systems, and lack of RevOps expertise
Engagement Type: On-Demand Sales & Marketing Operations Expertise
Solution: RevOps framework, Salesforce optimization, integrated reporting, and go-to-market strategy
Impact: Faster pipeline velocity, lower costs, improved forecasting, and full-funnel visibility
The Context
Early traction exposed gaps in infrastructure, strategy, and reporting
Cable, the first automated compliance testing platform for banks and fintechs, helps companies monitor risk continuously with always-on transaction visibility. As the company gained momentum, their go-to-market motion quickly outpaced internal systems.
Sales and marketing operations were being managed by a single generalist without dedicated RevOps support. Manual tracking, disconnected tools, and limited Salesforce customization created inefficiencies and blind spots. The team knew they needed stronger infrastructure—but early attempts to fix the issues had fallen short.
External consultants and a Salesforce engineer had been brought in for tactical projects, but the results were fragmented. Without a strategic foundation or unified system, Cable couldn’t scale their pipeline, improve reporting, or forecast reliably.
The Challenge
Fragmented tools, unclear processes, and no path to scale
Cable’s systems weren’t designed to support a growing GTM team. Critical gaps in lead lifecycle tracking, sales process standardization, and reporting made it hard to prioritize effectively or invest with confidence. Spreadsheets were doing the job of Salesforce, and performance tracking was more reactive than strategic.
Key issues
No scalable infrastructure: Systems were not built to support a growing sales and marketing team
Manual tracking: Sales and marketing data lived in spreadsheets and disconnected tools
Lack of lifecycle visibility: No unified view of customer journey stages or pipeline health
Inconsistent reporting: Forecasting and performance tracking were reactive and time-consuming
No internal RevOps expertise: The team lacked both technical Salesforce support and strategic RevOps guidance
Misaligned prior solutions: Previous consultants and contractors didn’t address core business needs
The Iceberg Approach
Implement scalable RevOps systems and align GTM strategy for growth readiness
To build a scalable revenue engine, Cable needed more than technical fixes, they needed a partner who could design and implement a long-term RevOps strategy while integrating the right tools and processes. Iceberg stepped in as an extension of the team—delivering both strategic guidance and hands-on execution to implement a scalable sales and marketing operations strategy framework and modernize its Salesforce environment.
What we delivered:
Salesforce Optimization
- Rebuilt Salesforce to centralize lead, opportunity, and customer data
- Cleaned data and improved dashboards for real-time reporting
- Integrated Salesforce with key marketing and sales tools
RevOps Framework Development
- Designed scalable workflows and sales processes
- Created lifecycle stage definitions and pipeline tracking structures
- Introduced automation to reduce manual work
Strategic GTM Support
- Provided leadership with forecasting and performance visibility
- Consolidated tech stack and eliminated redundancies
- Aligned sales and marketing teams with unified processes and reporting
The Results
Scalable systems, lower costs, and improved pipeline performance
The impact was immediate. With scalable systems, integrated reporting, and aligned go-to-market processes in place, Cable gained operational clarity and the flexibility to grow without additional headcount. Leadership also expressed how much they valued Iceberg’s willingness to challenge assumptions and prevent inefficient or misaligned decisions.
KEY WINS
Unified lifecycle platform with Salesforce now supporting the entire customer journey
Aligned revenue teams operating with shared goals, data, and GTM processes
Improved performance through faster pipeline velocity and higher customer acquisition rates
Smarter forecasting powered by real-time reporting and actionable insights
Reduced overhead by eliminating the need for in-house RevOps hires
Growth-ready systems with scalable workflows that support onboarding and expansion
