Salesforce Solutions for a Global Dental Manufacturer

  • July 22, 2025
  • Girikon
The Background

The client, a publicly listed Australian company since 1985, is a global leader in the research, manufacturing, and marketing of specialist dental materials. With a presence in over 100 countries and regional offices across ANZ, the US, UK, Germany, and Brazil, the company operates in both B2B and direct-to-dentist models.

In 2023, they engaged Girikon initially for Salesforce support. However, it quickly became evident that a broader CRM strategy was needed. The goal was to optimise their global Salesforce org to improve visibility, streamline sales activity tracking, and support adoption across regions.

The Client

The leading dental manufacturer sells through distributors while also managing direct relationships with dental professionals. Their Salesforce instance supports over 100 users globally, with licenses spanning Platform, Sales Cloud, Salesforce Inbox, and Salesforce Maps. Despite broad deployment, their CRM faced multiple adoption and operational challenges, from scattered reports and inefficient visit tracking to low visibility into key sales metrics across regions.

The Problem

Disjointed Sales Activity Tracking

  • Legacy custom Visit object overloaded with tasks and events.
  • No clear differentiation between types of activities.
  • Low field adoption due to cluttered layouts and mobile usability issues.

Lack of Sales Insights & Visualisation

  • Sales teams, regional managers, and executives lacked visibility into performance.
  • No unified dashboards or regional comparisons.
  • Sample, demo, and order tracking was inconsistent.

Low Salesforce Inbox & Maps Adoption

  • Features underused due to lack of training and unclear value.
  • Salesforce Maps lacked date-based filtering and reliable event scheduling.

Email Deliverability & Data Integrity

  • “No Reply” emails often marked as junk.
  • Inconsistent email visibility across contact and account levels.
  • Duplicate rules not working effectively.

Process Gaps & Manual Workarounds

  • Internal Salesforce flows failing, causing errors.
  • Territory data sharing limitations.
  • Manual lead handling at events.
The Solution

Girikon implemented a multi-stream solution focused on usability, visibility, and scalable automation.

Sales Action Tracking Overhaul

  • Replaced the Visit object with a purpose-built Sales Action object.
  • Enabled tracking of visits, calls, and emails in a unified format.
  • Created compact, mobile-friendly page layouts for better field adoption.

Sales Dashboards by Role & Region

  • Created 70+ reports across 8 regions for field teams and regional managers.
  • Built executive dashboards comparing activities, product demos, and orders globally.
  • Enabled tracking of KPIs like sales close rate and hands-on demos.

Optimisation of Business-as-Usual Issues

  • Streamlined page layouts and permission sets.
  • Fixed automation flow errors and chatter email notifications.
  • Improved duplicate rules and added record-sharing logic for territory teams.

Enhanced Event & Lead Management

  • Integrated card readers to automate lead capture at events.
  • Streamlined event-based lead handling into Salesforce.
  • Launched Salesforce Maps improvements with better filtering and routing logic.

Service Cloud Rollout (In Progress)

  • Kicking off implementation to improve service case tracking and response across regions.
The Outcome

Girikon’s engagement helped the client transition from a fragmented, underutilised Salesforce org to a scalable, data-driven CRM platform that empowers teams at every level.

  • 360° visibility into regional sales performance and rep-level activities
  • 80+ custom reports and dashboards for tailored insights
  • Improved CRM adoption with mobile-friendly layouts and simplified workflows
  • Clear ownership and next steps logged per account for better sales handoffs
  • Significant reduction in manual effort and Salesforce errors
  • Foundation laid for Service Cloud and further global CRM maturity
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