PROBLEM
Charnwood Molecular is an award‑winning research organisation supporting chemical, pharmaceutical, and biotechnology companies with drug discovery and research services. Following a period of rapid growth and the acquisition of another organisation, Charnwood Molecular needed to modernise its CRM and marketing infrastructure to support scalability and integration.
The business was using Zoho CRM, which limited visibility across the sales cycle and lacked the reporting sophistication needed to guide strategic decision‑making. In parallel, marketing activity was largely manual and disconnected from sales processes, reducing the effectiveness of lead nurturing and opportunity management.
Key challenges included:
- An outdated CRM platform
Zoho CRM did not provide the flexibility, scalability, or reporting insight needed to support continued growth. - Limited reporting and sales insight
Teams lacked visibility of win rates, sales cycle duration, and pipeline progression, restricting data‑driven decision‑making. - Disparate data following acquisition
With two organisations’ data to manage, Charnwood Molecular needed a single system to unify information and improve visibility across the business. - Manual and limited marketing processes
Marketing activity lacked automation, making it difficult to track prospects from initial engagement through to opportunity conversion. - Need for scalability
Rapid business growth required a CRM and marketing platform that could evolve alongside the organisation.
Charnwood Molecular needed a modern, automated sales and marketing solution that would improve lead management, reporting, and scalability.
SOLUTION
Cooper Parry Digital implemented Salesforce CRM alongside Marketing Cloud Account Engagement (Pardot), delivering a scalable, integrated sales and marketing platform tailored to the life sciences sector.
The solution included:
- Salesforce CRM implementation
Salesforce became the central system for managing leads, opportunities, and customer data, providing a single source of truth across the organisation. - Optimised lead and opportunity management
Structured processes were introduced to accurately qualify, track, and nurture leads through the sales funnel, increasing focus on high‑value opportunities. - Marketing automation with Pardot
Pardot enabled automated, personalised marketing campaigns that track prospects from website engagement through to active opportunities in Salesforce. - Integrated business data
Sales and marketing data was unified into one system, improving visibility and collaboration across teams. - Enhanced reporting and dashboards
Custom reports and dashboards now provide granular insight into sales performance, including win rates, pipeline health, and time to close. - Data validation and governance
Validation rules ensure critical information is captured consistently, improving report accuracy and decision‑making. - Bespoke training and enablement
Tailored training sessions and on‑demand resources ensured rapid and confident user adoption across the organisation.
VALUE ADDED
The Salesforce and Pardot solution delivered by Cooper Parry Digital transformed Charnwood Molecular’s sales and marketing operations into a scalable, insight‑driven growth platform.
Key outcomes included:
- A single, trusted source of data
Unified data across sales and marketing improved visibility, consistency, and collaboration following acquisition. - Improved lead quality and conversion
Automated nurturing and structured qualification resulted in better‑managed opportunities and improved win rates. - Greater insight into the sales cycle
Real‑time reporting provides clarity on pipeline performance, sales velocity, and conversion metrics. - More effective marketing automation
Personalised, data‑driven campaigns engage prospects at the optimal time and improve marketing ROI. - Streamlined working practices
Automation reduced manual effort, enabling teams to focus on high‑value commercial activity. - Scalable digital foundation
The Salesforce platform was designed to grow with the business, supporting future expansion and acquisitions.
Charnwood Molecular now operates with a modern, connected sales and marketing infrastructure that supports smarter decision‑making and sustained growth in the life sciences sector.
