MarketResponse
From CRM to the backbone of the organisation: optimised processes, automated administration and invoicing, and integrations with Exact Online, the Chamber of Commerce, SharePoint, Stripe and Monday.
MarketResponse is a data and insights agency focused on human behaviour and customer experiences. With over 90 specialists, from behavioural scientists to data analysts and software developers, it helps organisations with AI-driven research and optimisation, operating from Utrecht and Amsterdam.
The challenge
MarketResponse is an organisation with multiple entities and a rich history of acquisitions, resulting in a complex internal structure. The Salesforce environment was set up as a CRM, but offered insufficient support for daily operations. There was an urgent need for structure, optimisation and insight into the entire business process, from sales to administration.
- Different companies in the Netherlands and the US, each with its own revenue models: subscriptions, usage-based, projects and time & materials
- Each company used its own processing methods, applications and systems, without exchanging information
- The Salesforce environment offered insufficient support for daily operations
- The goal: one integrated process across all entities
Our approach
Resolve IT started at the core: optimising the CRM and sales processes within Salesforce. With that foundation in order, room emerged to leverage the platform further, and the collaboration grew organically into automation and system integration.
Foundation in order
The CRM and sales processes were optimised, followed by major next steps in automating administration, invoicing, subscription management, contract management, project management and time tracking.
Exact Online
The Exact Online integration made all administrations, spread across different entities, accessible in one central environment: a complete and reliable picture of all financial flows.
Data quality via the Chamber of Commerce
With the Chamber of Commerce integration (our Datasolver), company information is enriched automatically and duplicate entry in Salesforce has been drastically reduced.
Monday & Stripe
Launched projects sync automatically with Monday, so resources and time tracking are linked immediately. Stripe enables direct payments from Salesforce via credit card and direct debit, including for American customers.
SharePoint
A central document store with a clear folder structure, accessible to Salesforce users and colleagues outside the platform alike. Files are easy to find and share in a logical, standardised way.
Service Cloud
Customer communication used to run through various email addresses and separate systems; now everything comes together in one channel in Salesforce. Departments have full insight into ongoing conversations, open questions and the status of customer requests.
Products in use
MarketResponse also uses our SharePoint Connector, Datasolver and AI Prompt Builder, and reports through a Power BI connection.
The result
Salesforce now forms the backbone of MarketResponse: processes are optimised, data is reliable, communication is centralised and collaboration between teams has improved significantly.
All administrations, processes and payment flows come together in one system, finally providing a single, unambiguous picture of what happens across the entire organisation. What started as a technical optimisation has grown into a strategic foundation: with control over information, a clear overview of all entities and room for scalable growth.
“I finally have a complete overview of all financial flows.”
Theo van der Steen · COO, MarketResponse
Looking ahead
On this strategic foundation, MarketResponse keeps building: with control over information, overview across all entities and room for scalable growth.
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