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Fragmented Systems and Disconnected Data

Salesforce and related tools operated as independent components with limited integration. Marketing and operations teams lacked a unified view of their contacts, business partners, and campaigns, resulting in data silos and miscommunication between systems.
Campaign data could not be easily analyzed or acted on, and real-time reporting was nearly impossible.

Overly Complex CRM Customization

The Salesforce CRM contained more than 60 custom objects designed to manage both B2B and B2C processes. This heavy customization created a rigid environment that required substantial manual work and external support to maintain. Each new customization or feature came with hidden costs, making the system expensive and unpredictable to operate.

Limited Segmentation and Marketing Flexibility

Salesforce Marketing Cloud’s restricted segmentation and automation capabilities forced WVDT to run broad, non-personalized campaigns. Creating and sending marketing emails was cumbersome, requiring outside assistance and long turnaround times.
With no integrated tracking or real-time analytics, WVDT could not measure user engagement or campaign performance effectively.

Outdated B2B Portal and Poor User Experience

The agency’s B2B portal was outdated, difficult to navigate, and heavily dependent on Salesforce data structures. Users struggled to access vital information, manage advertising campaigns, or engage with the Tourism Board.
 Because the portal’s functionality was tied to Salesforce custom objects, updates were slow and limited, resulting in a poor user experience for local businesses.

Manual File Management and Approval Workflows

Submitting and approving advertising assets required manual intervention. Salesforce offered no built-in workflow automation for file reviews or approvals, and integration with the B2B portal was limited. Files submitted through forms were difficult to retrieve, review, and track, causing delays and frustration for both internal teams and partners.

Scalability and Maintenance Challenges

The complexity of the system made scaling or adapting to new business needs difficult. Manual updates, rigid configurations, and fragmented data prevented WVDT from growing its marketing operations efficiently. Frequent troubleshooting and maintenance issues increased costs and slowed the team’s ability to innovate.