Sales process optimization for a global packaging distributor

A global leader in the hybrid packaging industry decided to increase its sales force by implementing and integrating the two platforms Salesforce and MuleSoft, interfacing with heterogeneous ERP systems to centralize customer management, increase ROI, and implement upsell and cross-sell strategies, designing a uniform sales process funnel internationally.

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The scenario

Arlanis Reply supported a leading global packaging company in its Digital Transformation process. The company decided to accelerate its business through the adoption of Salesforce and MuleSoft ESB API lifecycle management, designing and implementing the interconnections between all legacy systems present in the various subsidiaries in Europe.
The biggest challenge was to unify and homogenize, through a single platform, customer and product information that had been disaggregated in the various systems and without a single product catalog at the corporate level. Added to this challenge was the need to reduce manual operations, to improve operations and increasing ROI.

The solution

Through the implementation of the Salesforce Sales Cloud, Salesforce Experience Cloud, and Marketing Cloud Account Engagement platform integrated with MuleSoft, Arlanis Reply supported the client in the design and implementation of a scalable and reliable solution that connects a highly heterogeneous landscape of applications and services encompassing several ERP technologies. The solution simplified lead conversion and sales opportunity management in the existing order management system through a model that removes the complexity of legacy systems, enabling the sales force to reduce its effort in accessing different applications and reduce data redundancy by ensuring data alignment.


Salesforce consolidates and aggregates information from other ERP systems to provide a centralized, data master platform that can support the sales team throughout the sales process and customer relationship management. Through aggregated data, conveyed through dashboards, charts, and reports, sales agents can focus on managing hot leads and be facilitated in converting them and increasing revenue.
The centralized view and use of a single platform that is seamlessly integrated with other business systems has enabled increased productivity through upselling and cross-selling strategies and timely order and product management.
The implementation of Salesforce Sales Cloud has enabled users to:

  • manage leads from different channels such as web, email, and mobile app, thanks to native Salesforce integrations
  • have an up-to-date view of Sales Opportunities along the entire sales path
  • manage quotes with attachments to send to customers
  • manage orders integrated into the various ERPs and have a unified product list for the whole EMEA area with price differentiation per customer
  • case management, for managing problems customers may have with orders

Salesforce introduces and/or evolves the cloud-based solution to improve customer relationships and business revival, while also enabling easier communication.


The second component of the project was MuleSoft Anypoint Platform, which served as the core of the integrations due to the scalability of its components.
The integration project included both API-based and ETL-based flows, in which MuleSoft performs data orchestration and data transformation, managing a heterogeneous architecture in a homogeneous and consistent manner in order to reduce complexity, development effort, improving time-to-market of initiatives, and accelerating the realization of new customer business needs.

MuleSoft enabled accelerated application delivery by building APIs with speed and quality; automatically transforming data; and ensuring automated and consistent security for APIs and data; regardless of its origin or environment, holistically and in real-time.


Implementation of Salesforce Experience Cloud for direct management by the end customer of their own data. Through access to the community, the customer can consult information about their addresses, contacts, and products in their catalog.
Through this platform, the customer, consulting their purchase history, can request a new order.


Salesforce Account Engagement is the Marketing Automation platform that enables Marketing and Sales teams to create and manage customized lead generation and lead nurturing campaigns aimed at maximizing sales productivity in the B2B marketplace.
Through native integration with Salesforce and thus complete data alignment between the two systems, Salesforce Account Engagement has enabled users to:

  • generate and qualify high-quality leads
  • speed up the sales pipeline
  • create customized campaigns and content, tracking campaign progress
  • manage marketing and GDPR consents in an automated and centralized manner

Salesforce Account Engagement has thus enabled significant automation of the lead generation and lead nurturing process, all aimed at improving the value proposition process to customers and qualified leads.

The benefits

Enabling a global integration strategy, through a scalable and efficient solution, which enabled the alignment of sales processes in all countries where the company operates.
Optimization and reduction of manual activities, thanks to the centralization of information and operations in a single platform that enables the management of sales and after-sales support to customers, facilitating the retrieval of information through KPIs and dashboards.
Increased ROI, through a focus on opportunity management in terms of both leads and orders and by having a single master source of customer master data, as well as a single product catalog.
Improved flexibility and scalability, through a model that decouples the complexity of pre-existing systems, allowing the sales force to reduce their efforts in accessing different applications and reduce data redundancy and data alignment policy.

The context

A leading packaging company with a strong presence in Europe decided to increase sales effectiveness by aligning sales force processes globally through the adoption of Salesforce and MuleSoft. These two platforms enabled the company to centrally manage data, master data, and KPIs from the various systems in the corporate landscape: MDM, ERP, Logistic tools, DWH, and the other legacy systems geographically distributed across the ecosystem in which the company operates globally.
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    Arlanis Reply

    Arlanis Reply specializes in consulting, planning, developing and integrating Salesforce solutions and services. Arlanis Reply provides market leaders with seamlessly integrated solutions for all customer related processes for sales, marketing and services – from the initial contact to the long-term service business. Arlanis Reply configures all common Salesforce components such as Sales Cloud, Service Cloud, Community Cloud, Marketing Cloud or App Cloud, or adds individual programming with Heroku if required. With Mulesoft, Arlanis Reply provides an integration technology which allows you to develop, build, analyze, manage and monitor APIs and custom point-to-point integrations. In doing so, Arlanis Reply relies on agile project management methods and a project approach optimized for Salesforce introductions, which ensures maximum flexibility.