AT A GLANCE
Customer: DispatchTrack
Industry: Logistics SaaS
Team Size: 25+
Engagement type: Full-Service Growth Partnership
Challenge: Reporting and lead tracking were manual and unreliable
Solution: Migrated CRM data to Salesforce and integrated HubSpot and Outreach.io
Impact: End-to-end visibility, better forecasting, leaner operations
The Context
Legacy tools unable to support aggressive growth goals
DispatchTrack helps retailers and wholesalers manage last-mile deliveries with AI-powered routing and driver tools.
With a strong product and growing demand, company leadership set a bold goal: scale from $20 million to $100 million in annual recurring revenue (ARR). But their sales and marketing funnel weren’t built to support that kind of growth. Pipeline data lived in spreadsheets and Zoho CRM, making it difficult to track performance or trust the numbers. Lead handling was manual, data was fragmented, and leadership lacked the visibility needed to plan and forecast effectively.
To grow efficiently—and avoid adding unnecessary complexity or headcount—DispatchTrack needed a more structured, scalable foundation and were looking at Salesforce as the next logical solution.
The Challenge
Working off spreadsheets made accurate reporting nearly impossible
To reach their ambitious growth targets, the DispatchTrack team had to improve its ability to capture, route, and report on leads—without adding unnecessary complexity. But the gaps were everywhere: CRM data was incomplete, leads flowed into a shared inbox, and there was no system for ensuring follow-up.
Reporting required exporting data and manually cleaning spreadsheets on a weekly basis—a process Daren Lauda, EVP of Sales and Customer Success, was handling himself just to understand performance.. With the sales team growing from four to over 25 reps, the lack of structure wasn’t just inefficient—it was unsustainable. Without visibility into the funnel or accountability across the team, forecasting was guesswork and strategy was reactive.
Key issues
CRM limitations: Using Zoho to store only basic account info, which was often incomplete or outdated
Manual lead handling: New leads went to an email alias, with no visibility into follow-up
Lack of routing rules: No way to assign leads fairly or track activity across reps
Forecasting gaps: Weekly reporting required manual cleanup and offered no real-time insight
Limited performance benchmarks: Leadership struggled to track rep activity or compare conversion across territories
No in-house resources: The team lacked dedicated sales operations or Salesforce admin to manage systems
The Iceberg Approach
Transition to Salesforce and connect the right systems for funnel-wide insight
DispatchTrack partnered with Iceberg to modernize its sales and marketing operations. The goal: build a scalable system that could handle increased volume, support a larger team, and provide real-time visibility from lead to close.
The engagement focused on three core areas: migrating to Salesforce, integrating key systems, and building a lead management framework designed for scale. Iceberg designed the new set up to give DispatchTrack a clear, structured way to manage its growing pipeline and track performance across the funnel.
What we delivered:
Salesforce CRM Migration
- Migrated data from Zoho into Salesforce
- Cleaned and reclassified records using scalable lead, contact, and opportunity definitions
- Established a reporting framework with clear ownership and stage tracking
Marketing and Sales System Integration
- Connected HubSpot (marketing automation) and Outreach.io (email marketing) to Salesforce
- Implemented lead scoring and campaign tracking in HubSpot
- Set up Outreach.io sequences tied to lead stages for more relevant follow-up
Lead Management and Routing
- Built a round-robin routing system with custom rules for multiple territories
- Automated lead assignment and ensured timely follow-up
- Enabled territory-based reporting across the sales team
Forecasting and Performance Dashboards
- Developed real-time dashboards to track pipeline volume, conversion, and rep performance
- Created reporting views for leadership, board, and investor updates
- Gave full visibility from first website visit to closed deal
The Results
End-to-end visibility and smarter forecasting without extra headcount
The impact was immediate and measurable. DispatchTrack gained full-funnel visibility, automated critical workflows, and investor-ready reporting capabilities freed leadership to focus on growth. With a flexible system and strategic operations support in place, the team could focus on growth instead of chasing down data.
Iceberg’s ongoing partnership continues to provide the operational backbone as DispatchTrack scales.
KEY WINS
Full funnel visibility with every pipeline stage tracked in Salesforce from lead to close
Faster lead progression through automated routing and nurture workflows
Smarter forecasting enabled by real-time insights that replaced spreadsheets
Stronger performance management with measurable sales activity across reps and territories, enabling better coaching and planning
Lower ops overhead by eliminating the need for a full-time sales ops or Salesforce admin
Ongoing partnership with Iceberg providing continuous strategic and operational support
