PROBLEM
Fluidic Analytics is a Cambridge‑based life sciences company designing instruments that transform how proteins are characterised to improve disease diagnosis, treatment development, and biological research. Operating globally, the business relies on close alignment between sales, service, and management teams across multiple territories.
However, Fluidic Analytics’ commercial operations were supported by a fragmented mix of systems, including an ERP, HubSpot, and Zendesk. This lack of integration created inconsistencies in data capture, limited visibility across teams, and made accurate reporting extremely difficult.
Key challenges included:
- Inconsistent lead management across territories
Each country followed different processes for capturing and managing leads, resulting in uneven data quality and poor comparability. - Inaccurate and unreliable reporting
Variations in data capture meant sales data could not be trusted, limiting insight for leadership and planning. - Limited customer visibility
Sales and service teams lacked a shared view of customer interactions, history, and activity. - Manual lead assignment
Leads were not automatically routed by territory, slowing response times and creating inefficiencies. - Disconnected systems and workflows
Multiple tools prevented a holistic understanding of performance and made consolidation of data time‑consuming.
Fluidic Analytics needed a single, scalable CRM platform to standardise processes globally, improve customer visibility, and enable accurate real‑time reporting.
SOLUTION
Cooper Parry Digital implemented Salesforce Sales Cloud and Salesforce Service Cloud, delivering a unified CRM solution designed to bring structure, visibility, and scalability to Fluidic Analytics’ global operations.
The solution included:
- Standardised global sales and service processes
A uniform approach to data capture was implemented across all territories, supported by validation rules to ensure consistent, high‑quality data. - Country‑based lead assignment
Salesforce was configured to automatically assign leads based on territory, ensuring prospects were routed to the most appropriate local teams. - Salesforce Sales Cloud implementation
Sales Cloud became the single system for managing leads, opportunities, and pipeline activity worldwide. - Service Cloud integration
Service Cloud enabled sales and service teams to work from the same customer records, improving collaboration and continuity. - 360‑degree customer view
A full view of customer data and communications was made available to all relevant teams, improving insight and engagement. - Einstein Activity Capture
Automated email logging provided a complete view of customer communications without relying on manual updates. - Real‑time reporting and dashboards
Salesforce reporting and dashboards now deliver accurate, consolidated insight across territories. - Mobile access to CRM and reports
Salesforce Mobile allows users to update records and access dashboards wherever they are, supporting field‑based and remote working.
VALUE ADDED
The Salesforce solution delivered by Cooper Parry Digital transformed Fluidic Analytics’ ability to operate as a truly global, data‑driven organisation.
Key outcomes included:
- A unified global sales process
Standardised workflows improved user adoption, onboarding speed, and data consistency across regions. - Accurate, real‑time reporting
Leadership now has reliable access to both high‑level and detailed performance insights at any time. - Improved lead response times
Automated, territory‑based lead routing enabled faster engagement with prospects. - Enhanced customer experience
Sales and service teams share a single customer view, enabling more informed and consistent interactions. - Stronger collaboration across teams
Eliminating system silos improved alignment between sales, service, and management functions. - 20% increase in revenue efficiency
Improved processes and visibility contributed to measurable commercial efficiency gains. - Scalable CRM foundation
Salesforce now supports Fluidic Analytics’ continued global growth with flexibility and control.
Fluidic Analytics now operates with a connected, future‑ready CRM platform that delivers global consistency, operational efficiency, and trusted insight across sales and service teams.
