AT A GLANCE
Customer: Patriot Software
Industry: SaaS – Payroll, Accounting, and HR Software
Team Size: 200+
Engagement Type: On-Demand Sales & Marketing Operations Expertise
Challenge: Manual lead handling, fragmented systems, and lack of pipeline visibility
Solution: Salesforce implementation, lead routing automation, and data integration
Impact: Improved sales rep productivity, better reporting, and scalable systems
The Context
Manual systems and legacy tools unable to support sales operations
Patriot Software is a U.S.-based SaaS company that has provided payroll, accounting, and HR solutions for over 30 years. Until recently, its team managed customer data through an internally built platform called Care, paired with Outreach.io for email automation. But without a true CRM, sales reps were manually tracking and entering leads across multiple systems—leading to inefficiencies, missed follow-ups, and limited visibility into deal progress.
Leadership recognized that to continue growing, the company needed to transition from its homegrown tools to a unified system that could support both its direct retail B2B marketing and partner channel sales models.
The Challenge
Disconnected systems and limited reporting capabilities
Patriot’s internal tools made it difficult to manage leads, report on performance, and enforce consistent sales processes across teams. Reps were entering data into multiple platforms by hand, and leadership lacked a unified view of pipeline activity. As lead volume increased, it became clear that manual workflows wouldn’t scale—and were putting sales opportunities at risk.
Key issues
No process standardization: Sales workflows varied by rep, making performance hard to measure or scale
Manual data entry: Reps were duplicating lead information across Care and Outreach.io
No centralized CRM: There was no single source of truth to manage leads, contacts, and deal progress
Limited visibility: Managers couldn’t see where leads were in the funnel or measure rep performance
Lack of automation: Lead routing and handoffs were inconsistent, slowing down the process
Fragmented systems: With no integration between tools, data was siloed and unreliable
The Iceberg Approach
Replace manual workflows with a unified, scalable sales infrastructure
Patriot engaged Iceberg in an on-demand model to implement Salesforce and modernize its revenue operations. Iceberg provided the strategy, automation strategy, and hands-on execution needed to replace manual lead management with scalable workflowsThe goal was to centralize data, connect systems, and create full-funnel visibility across both retail and partner sales motions, while allowing the Patriot team to allocate its own technical resources towards other strategic projects.
What we delivered:
Salesforce Implementation
- Built out Salesforce as Patriot’s central CRM
- Mapped two distinct sales processes: direct-to-customer and partner-led
- Integrated Salesforce with existing systems (Care and Outreach.io)
Lead Routing & Automation
- Created custom rules to automatically route leads through Salesforce
- Implemented round-robin logic for fair lead distribution among reps
- Accounted for real-world scenarios (e.g. vacations) to avoid routing disruptions
System Integration & Reporting
- Built API connections between Salesforce and Patriot’s Care database
- Automated syncing of lead and customer data across systems
- Designed dashboards for both retail and partner pipelines
- Enabled sales leadership to track lead source, conversion, deal status, and win/loss trends
The Results
Improved productivity, cleaner data, and full-funnel visibility
With Salesforce in place, Patriot eliminated manual data entry and gained visibility into every stage of the funnel. Leads now move automatically from web forms into Salesforce and Outreach sequences—freeing reps to focus on selling. Leadership can monitor real-time performance, forecast with confidence, and design compensation plans based on accurate activity data. The flexible reporting framework has also enabled smarter planning for forecasting, hiring, and marketing strategies.
KEY WINS
Increased rep productivity by eliminating time-consuming manual tasks through automation
Standardized workflows ensure consistent sales processes across teams and territories
Cleaner CRM data with duplicate entries and inconsistencies fully removed
Actionable leadership insights from dashboards with lead sources, deal stages, and conversion trends
Scalable infrastructure seamlessly supports partner and retail pipelines
Smarter planning with real-time reporting that informs hiring, compensation, and marketing decisions
