Touchlight Genetics

17 January '25

4 minute read

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PROBLEM

Touchlight Genetics is a UK‑based biotechnology company specialising in the development and commercialisation of synthetic DNA (dbDNA™) technology used in genetic medicines and advanced therapeutics. As the business expanded globally and opened new facilities, Touchlight needed to systemise its operations to support growth and improve operational efficiency.

Prior to transformation, teams relied heavily on spreadsheets and disconnected processes, making it difficult to maintain visibility across sales, manufacturing, and customer communications—particularly across multiple territories.

Key challenges included:

Disconnected sales and manufacturing teams
Manufacturing teams lacked visibility into upcoming workloads because sales activity was not linked to production planning.
Fragmented global sales processes
Sales teams across the UK, US, and other regions operated using different processes, creating inconsistency and limiting scalability.
Complex permission and data‑access requirements
Data needed to be segregated by region while still giving leadership a complete, company‑wide view.
Time‑consuming, inflexible reporting
Reporting relied on spreadsheets, which were slow to update, difficult to analyse, and lacked granularity.
Limited visibility into the full customer lifecycle
Customer communications were not consistently logged, preventing a true end‑to‑end view from lead through to delivery.

Touchlight Genetics required a scalable CRM platform that could unify teams, connect sales and manufacturing, and provide accurate real‑time insight across the business.

SOLUTION

Cooper Parry Digital implemented Salesforce Sales Cloud, delivering a connected, scalable CRM solution tailored to Touchlight Genetics’ global structure and manufacturing workflows.

The solution included:

Standardised global sales processes
Unified sales processes were implemented across all territories, ensuring consistent data capture and enabling the business to scale globally.
Territory‑based permissions and access control
Salesforce roles and permission sets were configured so regional teams could access only relevant data, while leadership retained full organisational visibility.
End‑to‑end sales and manufacturing integration
A custom manufacturing process was built within Salesforce, automatically triggering production records when opportunities were marked as closed‑won—fully connecting sales activity to manufacturing operations.
Improved internal communication
Salesforce Chatter and Microsoft 365 integration were implemented to ensure customer communications, emails, and internal updates were visible in one place, reducing reliance on email.
Advanced, real‑time reporting and dashboards
Dynamic dashboards and reports were created for sales, manufacturing, management, and finance teams, replacing spreadsheet‑based reporting.
Mobile access for teams on the move
Salesforce Mobile enabled employees to access critical data anytime, anywhere.

VALUE ADDED

The Salesforce solution delivered by Cooper Parry Digital provided Touchlight Genetics with the operational structure needed to support rapid growth and improve efficiency across departments.

Key outcomes included:

120% increase in sales
Sales grew by 120% between Q1 and Q3 following implementation.
Improved manufacturing planning and delivery
Manufacturing teams gained real‑time visibility into upcoming workloads, improving production planning and execution.
25% increase in operational efficiency
Streamlined processes and automation reduced manual work across teams.
35% reduction in internal communication time
Centralised communication significantly reduced email volumes and time spent on internal coordination.
Accurate, real‑time reporting
Leadership can now access granular insights across sales, manufacturing, and operations without relying on spreadsheets.
Secure management of global data
Territory‑based permissions protected sensitive data while supporting global collaboration.
Stronger collaboration across teams
Unified processes and shared visibility improved alignment between sales, manufacturing, and management.