PROBLEM
Cambridge Healthcare Research (CHR) provides specialist intelligence and research services to healthcare and life sciences organisations, supporting decision‑makers with critical insight. As the business grew across two divisions, CHR needed a more structured and efficient way to manage prospects, sales activity and marketing engagement.
The organisation lacked a standardised CRM and sales process, with staff using individual approaches to prospecting and customer engagement. This resulted in inefficiencies, limited visibility of performance, and no consistent way to track or analyse sales activity. Prospect‑related work was highly manual, with little automation, and CHR did not have a dedicated lead management framework aligned to best‑practice CRM processes.
CHR needed a scalable solution to:
- Standardise lead and sales processes
- Reduce manual effort through automation
- Improve collaboration between Sales and Marketing
- Provide clearer visibility of prospect journeys and performance
SOLUTION
Cambridge Healthcare Research partnered with Cooper Parry Digital to design and implement a Salesforce Sales Cloud and Account Engagement (Pardot) solution, focused on modernising and standardising prospect and lead management.
The solution delivered included:
- A streamlined end‑to‑end lead management process, supported by structured layouts and workflows
- Automated lead assignment, routing prospects to the correct business units without manual intervention
- Use of Sales Engagement Cadences, providing sales teams with structured, repeatable sequences for engaging prospects
- Integration with LinkedIn Sales Navigator, ensuring all prospect communications are logged and visible across teams
- Implementation of Account Engagement (Pardot) to enable collaborative working between Sales and Marketing
- Standardisation at Lead and Opportunity stages, including a custom API integration with the WHO ICD database to ensure consistent and accurate project classification
The project maintained a narrow, clearly defined scope, allowing for effective change management and rapid adoption.
VALUE ADDED
- A standardised CRM and sales process across the organisation
- Reduced manual workload through automated lead assignment and workflows
- More consistent and effective prospect engagement via structured sales cadences
- Improved collaboration and data sharing between Sales and Marketing teams
- Greater visibility of prospect activity and sales performance
- Cleaner, more accurate data through standardised classification and validation
- A scalable Salesforce platform that can evolve with CHR’s growth
As a result, Cambridge Healthcare Research now operates with a modern, insight‑led CRM and marketing environment that improves productivity, consistency and lead management effectiveness.
