Executive summary
What Acellas delivered, and what it means for the business
Acellas analyzed all 651 Account, Opportunity and Contact fields, and Laurel approved every decision: 207 fields decommissioned, 136 hidden, 3,030 Opportunity records backfilled into retained fields.
All 140 users now sit in a 10-role hierarchy, integration users run on least-privilege access, and 41 reports and 22 report types were corrected.
Sales, Finance and RevOps now report from one governed field per distinct, business-approved data point, the foundation that commissions, deal desk automation and AI agents rely on.
Every Production change was backed by full backups and tested revert packages.
From 651 CRM fields to one governed field per distinct, business-approved data point
The challenge
Laurel scaled from AI timekeeping into a work intelligence platform for more than 150 firms, and its GTM stack scaled with it. Seven enrichment, engagement and data tools wrote parallel field sets into an org of 117,323 Contacts and 15,259 Accounts, and Account, Opportunity and Contact grew to 651 fields, 338 of them (52%) at least half empty. As at any hypergrowth company, one fact lived in several places: six Account fields carried a firm's timekeeper count, three Contact fields a mobile number, and flows, pages and reports depended on each. Access followed suit: 66 of 140 users held no role. Commissions, Deal Desk and ARR reporting waited on consolidation.
Why Laurel chose Acellas
Laurel's GTM Operations leader wanted one partner to own Salesforce builds end to end and leave documentation an in-house administrator could run. Acellas works only with technology companies, and our data experts have consolidated as many as 25 legacy systems, from a company and the businesses it acquired, into one system of record. A 651-field rationalization demands the same discipline.
Results
Acellas profiled every Account, Opportunity and Contact field for null rate and unique values, recommended 1 of 4 actions per field and named the retained field that replaces each retired one. Laurel's GTM Operations leader approved every row. Our experts mapped 188 Opportunity and 571 Contact dependencies, took backups and built dry-run-tested revert packages, then backfilled 3,030 Opportunity records and Account segment, region, website and primary-contract values into the fields the business keeps. We removed access first and deleted fields after a soak period. The work left one governed field per distinct, business-approved data point that reps, marketing, Finance and AI agents can trust, alongside a 10-role hierarchy, least-privilege integration users and a 1,236-report scan.
What Acellas delivered
Field-by-field rationalization
Acellas analyzed 651 fields and secured Laurel's approval on 100% of decisions, decommissioning 207 fields and hiding 136, with Account and Opportunity changes 100% live in Production.
Opportunity and Account data migration
We purged 2,122 Accounts and 922 Contacts after full backups, backfilled 3,030 Opportunity records into retained ARR, timekeeper and deal fields, reimported primary-contract terms for 137 Accounts, and remapped Clay regions into 4 GTM regions.
Revert-first decommissioning
We removed 85 Opportunity fields from 8 profiles in Production behind a dry-run-tested revert package and a 680-row prior-state snapshot, and mapped 571 Contact dependencies before any delete.
Ten-role access model
Our experts placed 140 of 140 users in a new 10-role hierarchy and designed 11 permission set groups to consolidate 9 profiles to 4.
Least-privilege integration access
Acellas rebuilt Contact field access for 5 integration users, including HubSpot and Gong, and for 9 user permission sets, with a revert folder behind every Production change.
Report, flow and dictionary cleanup
We scanned 1,236 reports, corrected 41 reports and 22 report types, retired 50 inactive flow versions, and built Notion data dictionaries covering 630 fields.
Data migration and transformation
Laurel's legacy sources sat inside its own org: parallel field sets that seven enrichment, engagement and data tools, among them Clay, Kernel, ZoomInfo, Outreach and Gong, had written across Account, Contact and Opportunity. Acellas treated them as source systems. We profiled 651 fields, logged every retired field against its surviving target in one replacement register, and consolidated many to one: six timekeeper-count fields into Number of Timekeepers, three mobile fields into Mobile, five work-phone fields into Office Line, three segment fields into Segment and seven Clay regions into 4 GTM regions. After full Production backups, we purged 2,122 Accounts and 922 Contacts, backfilled 3,030 Opportunity records into 12 retained fields, reconciled and reimported primary-contract terms for 137 Accounts, and merged duplicate Accounts during the Website backfill. Dependency maps, verification queries, dry-run deploys and revert packages validated every step, and Laurel now works from one governed field per distinct, business-approved data point.
Business benefits
Reports reps and managers trust
Decommissioning 207 fields and hiding 136 across Account, Contact and Opportunity means reps and managers no longer wade through redundant, conflicting fields, so adoption of reporting and analytics rises and Sales, Finance and RevOps trust the same numbers.
Every contact's actual mobile number
Consolidating three Contact mobile phone fields into one means every rep and the marketing team know each contact's actual mobile number, and Laurel's enrichment tools, Lusha and Clay, keep that single field enriched and current.
One timekeeper count per firm
Folding six Account timekeeper-count fields into Number of Timekeepers gives sellers, Deal Desk and leadership one sizing figure per firm, the same measure Laurel's contracts use, so ICP scoring, segmentation and deal sizing all start from one number.
ARR and contract data Finance trusts
Backfilling 3,030 Opportunities into the Year 1 ARR roll-up and contracted-timekeeper fields, and reimporting primary-contract terms for 137 Accounts, gives Finance and leadership ARR, renewal and contract figures that reconcile from deal to account and hold up in board reporting.
One segment and region everywhere
Folding three segment fields into Segment, mapping Clay regions to NAMER, LATAM, EMEA and APAC, and syncing Segment to HubSpot lets sales leaders, marketing and RevOps plan, route and report pipeline by the same segment and region in both systems.
Pipeline roll-ups by team and manager
Placing all 140 users in a 10-role hierarchy aligned to the HR roster lets leaders roll up pipeline and activity by team, function or manager, and gives Customer Success and Sales the same view of every Opportunity.
Operational benefits
One stage definition, every upsell traced to its source
Retiring the MSA/DPA, signed-contract and Stage Zero checkboxes in favor of Opportunity Stage, and requiring an Originating Opportunity on every upsell, gives forecasting one stage definition and ties each expansion to the deal it grew from for NRR analysis.
One lifecycle stage, one opt-out
Consolidating four Contact status fields into Lead Status, four employment flags into No Longer at Company, and the do-not-email and bounce fields into Email Opt Out gives marketing, BDRs and HubSpot one lifecycle stage and one consent signal to honor.
Deal context where teams look
Folding ten approval, finance-review and yearly note fields into Contract Notes, five deck links into Business Case Deck and the Slack deal summary into Description puts deal and contract context where reps, Customer Success and Deal Desk look first.
Simpler, auditable, least-privilege access
Eleven role-based permission set groups, tighter Contact access for integration users and permission sets, and the removal of unused connected apps give Laurel's security team an access model that is simple to grant, review and audit as the company hires.
Dashboards that survive org changes
Rewriting 41 reports and 22 report types onto replacement fields, retiring 50 inactive flow versions and removing 33 hard-coded role references keeps dashboards working through org changes and leaves administrators far less automation to maintain.
Ready for automation and AI agents
With 2,122 Accounts and 922 Contacts purged, one governed field per distinct, business-approved data point, and Notion data dictionaries covering 630 fields with an AI assistant over the dictionary and Sales Playbook, Laurel's GTM team has a foundation that commissions, deal desk automation and AI agents can rely on.
Technologies
- Salesforce Sales Cloud
- Salesforce Analytics & Reporting
- HubSpot Integration
- Slack Integration
- Gearset
- Custom Salesforce Automation Development
- Legacy Data Migration/Transformation
Begin with a conversation
Talk with the experts who did this work.