How Onyx CenterSource is leveraging Salesforce to better understand their customers and their industry
Onyx CenterSource is a leading global provider of B2B payments and business intelligence solutions to the hospitality industry […] Originating in 1992, the company facilitates in excess of $2.1 billion in payments annually, partnering with more than 150,000 hotels and 200,000 travel booking providers in more than 160 countries around the globe. (LinkedIn) Onyx had an existing Salesforce instance and recognized that they could generate greater value from the platform with more consistency in their data structure. To build capacity in their people, process and technology, they partnered with Traction on Demand and began a series of projects with Sales Cloud and Salesforce CPQ.
Complex Business Structures
The Onyx team identified an opportunity to improve the tracking of complex relationships between hotels, brands, franchises, travel agencies, etc.:
- They sought to build a more robust data structure to better support account hierarchies
- Due to the complexity of these ownership models, assigning business contacts to the correct accounts was a manual and time-consuming process.
Onyx’s recently updated pricing structure required a comprehensive quoting solution:
- Onyx sought an intuitive way to consolidate contract details for new multi-product partnerships.
- Moving to a more tailored pricing approach meant they needed enough detail in their quoting solution to allow for variation.
- Each product had its own record type, so obsolete record types accumulated after product sunsets.
Holistic Data, Efficient Quoting with Salesforce and Salesforce CPQ
In their initial project, Traction on Demand implemented data governance to provide Onyx with a scalable data model:
- New record types and custom objects were built to support account management.
- The project team converted more than 220,000 client profiles and 120,000 business contacts to fit the new hierarchy structure.
The project teams worked with Traction Complete to address several data issues:
- With the duplicate management and Lead assignment capabilities of Traction Complete, Onyx’s admin and marketing team are saving time and effort.
Traction on Demand and Onyx CenterSource implemented Salesforce CPQ:
- Onyx’s new pricing structure leverages price rules to determine the correct price point according to lookup tables.
- Custom functionality enables Onyx to display quotes in multiple currencies to support its global client base.
Customer Insights, Efficiency through Data and CPQ
- Sales directors have better insight into account hierarchies and the many complex relationships within the industry.
- The Onyx team saves time working within a single consolidated customer database; with automations in place around duplication and sales assignment, the admin team can focus on higher value tasks.
- Onyx has a scalable quoting solution that allows them to manage their products easily and effectively while supporting their transition from an opportunity structure to an opportunity with product structure.
- Sales reps save time and effort generating quotes for their clients.
Project Insights from Onyx’s Salesforce Administrator, Jason Hiatt
For Onyx, this project was designed to further our business goals of better serving our global customer base. The updated data hierarchy and improved pricing workflow help our sales and account management teams get the information they need faster, so they can focus on solving the business problems of our customers.
Working with helpful, professional, knowledgeable partners is a key to success, and we had that with all the different personalities at Traction on Demand, like Jenn Chung from the CPQ team. She was always available to answer questions, share her knowledge or best practices, and provide recommendations. Another key aspect of this project’s success was the change management support. Ensuring everybody knew what was happening ahead of time was very important.
We had an aggressive timeline to implement CPQ. For companies considering these projects, I would recommend learning the tool in advance of the project and attending relevant Salesforce training. From there you should really think through all the implications of what you’ll be working on; how are you using Opportunity data on a day-to-day basis? If you don’t understand how you’re using each data point, you may need to circle back later and make changes.