AT A GLANCE
Customer: TaskRay
Industry: SaaS – Onboarding and Project Management (Salesforce AppExchange)
Team Size: 30
Engagement Type: On-Demand Sales & Marketing Operations Expertise
Challenge: No internal ops team; needed GTM infrastructure without pulling technical team off product work
Solution: Strategic GTM support, Salesforce admin services, pipeline visibility tools
Impact: Reduced internal burden, improved reporting, provided ability to focus on growth initiatives
The Context
Growing pains were creating pressure on internal resources
TaskRay offers the #1 onboarding and project management solution on the Salesforce AppExchange. As the company grew, it faced a common challenge for lean SaaS teams: whether to build internal systems or focus on product innovation.
TaskRay’s in-house development team had the technical expertise to build any system the company needed—but their primary focus was improving the product. Internal operations projects were getting delayed, and hiring a full-time Salesforce administrator would cost over $100K without solving the need for strategic guidance.
The leadership team recognized they needed a smarter solution—one that could deliver both go-to-market strategy and technical execution without adding full-time overhead.
The Challenge
In need of GTM systems, but no time or resources to build them internally
As a growing company, TaskRay knew it needed clean data, clear processes, and reliable reporting. But internal priorities were (rightly) focused on customer-facing development. That left the go-to-market engine under-supported—making it harder to scale sales and marketing effectively.
Key issues
No Salesforce admin: No one dedicated to managing internal tools or reporting
Split technical resources: Internal developers were pulled between product and ops requests
Inconsistent lead tracking: Made it hard to assess pipeline health and follow-through
No marketing attribution: No clear way to measure marketing contribution or sales capacity
Limited ops bandwidth: No time to design or implement scalable GTM processes
No operational roadmap: The team lacked a long-term system strategy to scale with growth
The Iceberg Approach
Provide on-demand expertise to design, implement, and support critical GTM systems
TaskRay partnered with Iceberg to gain access to a flexible team offering both strategic insight and Salesforce execution expertise. The engagement focused on building the GTM operations infrastructure—without hiring full-time staff or distracting product resources.
What we delivered:
Sales & Marketing Systems Support
- Acted as TaskRay’s fractional Salesforce admin
- Implemented lead and meeting tracking dashboards
- Standardized data hygiene practices to improve report trustworthiness
Strategic Operations Guidance
- Partnered with leadership to define what data mattered most
- Audited existing processes and surfaced key inefficiencies
- Served as a sounding board for strategic GTM decisions
Reporting Infrastructure
- Built dashboards to track capacity (e.g. first meetings held)
- Aligned marketing and sales on lead volume and conversion metrics
- Created visibility into lead follow-up and meeting outcomes
The Results
Strategic support without the overhead of full-time hires
By partnering with Iceberg, TaskRay gained the benefits of an entire team of experts—without the cost or complexity of full-time headcount. Leadership received both strategic guidance and hands-on operational execution while the internal technical team stayed focused on delivering customer value.
KEY WINS
$100K+ saved by avoiding the cost of hiring a full-time Salesforce admin
Strategic and tactical value delivered through Iceberg’s combined guidance and execution
Better planning enabled by accurate dashboards and clearer prioritization
Protected product focus by keeping internal dev resources on customer-facing innovation
Sales clarity through improved visibility into rep workflows and next steps
Scalable systems that are easy to maintain and evolve as the company grows
