Backlight’s suite of media technology tools enables any organization to become a full-scale media operation through streamlined workflows that accelerate creative production and distribution.

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As Backlight expanded through a series of strategic acquisitions, the team inherited a variety of revenue systems, including multiple Salesforce instances, a custom-built CRM, and a billing system that didn’t meet the needs of the various product offerings. Together, these disparate systems created friction that made it harder to move quickly and scale efficiently.

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As a result, simple tasks became daily headaches. When their sales team looked up a customer, they’d get 15 duplicate accounts. Sales had a hard time trusting the data. Collecting all the info needed for forecasting could take quite a bit of time.

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Backlight’s RevOps team recognized the need for outside expertise to accelerate their system unification and build for the future, while internal teams remained focused on day-to-day execution.

Given the complexity of the portfolio, Backlight needed someone to dig deep, understand the company and products, and design solutions tailored to their evolving needs. Operatus showed up and became that go-to team.

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Here is what they did: ‍

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Untangled and merged CRMs: When Operatus came in, Backlight’s central Salesforce instance had accumulated tens of thousands of records from prior systems.

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The Operatus team rolled up their sleeves and went through it all. They merged over 15,000 duplicate records and put in place a number of automations and validations to keep data clean over time, giving the sales team a trustworthy, streamlined view of customer activity.

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Rebuilt the top-of-funnel process: Backlight’s existing top-of-funnel workflow wasn’t optimized for scale. Whenever someone filled out the “Contact Sales” form, it created an Opportunity in Salesforce, making it difficult to track leads.

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Operatus took the time to talk to every team involved, sales, marketing, SDRs, and mapped out a cleaner, more standard process that used Leads and Contacts the way Salesforce intended. While the end user experience was simple, the solution was powerful, allowing for flexibility and automation that they couldn’t do before.

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Smart automation for multi-product deals: With Backlight’s product suite, sales reps often needed to pivot between multiple solutions in a single deal cycle.

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Operatus built a flexible system where the sales team could generate and manage multi-product opportunities with a single action, reducing manual work and enabling faster, more accurate follow-up.

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Handled a homemade CRM without removing it entirely: One of Backlight’s product lines continued to rely on a homegrown platform that served as a CRM, billing, and provisioning system.

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Given the system’s importance to operations, Operatus focused on syncing essential information into Salesforce rather than replacing it entirely. This gives sales reps a single source of truth without disrupting core business functions.

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All the behind-the-scenes work paid off. Operatus didn’t just migrate all their CRMs into one. They helped shift the mindset of an entire sales team that had stopped trusting their tools.

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1. Salesforce became a trusted tool: With accurate data and a more intuitive process, Salesforce adoption increased significantly. Reps and leaders both began using it as the central hub for customer insights.

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2. Leadership gained visibility: Standardized data and automation made reporting and forecasting easier. Teams no longer need to piece together information from disparate systems.

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3. The internal team could focus on the day-to-day: By taking on the migration project, Operatus enabled Backlight’s internal RevOps team to stay focused on day-to-day needs and strategic initiatives of a multi-product, multi-stream sales function.

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4. The trust is so strong, they don’t need to shop around: When the team considers new tools or ideas, they go straight to Operatus for advice. No lengthy RFPs. No demo marathons. Operatus is trusted to give them the information they need to make a good decision about tool purchases.

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Today, Backlight has a unified Salesforce environment, a sales team that trusts the data, and a RevOps foundation built for scale, all backed by a partner they trust to grow with them.