Search
Instagram

Little Caesars Fundraising – Fueling conversions with a transformed CRM and email marketing platform

Company Size

11 - 50 emp

Industry

Fundraising

Headquarters

Detroit, MI

Little Caesars Fundraising partnered with Sercante | Trilliad to transform their Salesforce CRM to optimize their lead management process, reporting, and email marketing platform, lifting their email open rates by 12% and lead conversion by 8%.  This initiative advanced their mission to help community organizations (schools, sports teams, church groups, etc.) easily achieve their fundraising goals and get their internal sales and marketing teams operating more efficiently.

The
Challenge

A complex, legacy CRM that blocked pipeline visibility and slowed lead routing

Little Caesars Fundraising is on a mission to help community groups raise money easily by selling make-at-home Pizza Kits and Meal Deals. Partnering with over 300,000 fundraising organizations including schools, sports teams, and nonprofit organizations, they provide an accessible way for local causes to drive a positive impact in their communities.  

Always aiming to enhance the fundraising experience, the sales leadership team sought to optimize their Salesforce CRM (Sales Cloud) to advance how they engage fundraisers. By doing so, they wanted to streamline sales processes, eliminate manual friction and a leaky pipeline, and gain clear access to pipeline data for better coaching and performance tracking. However, their legacy system architecture was not yet set up to support this. 

At the time, the sales team was using Salesforce Classic, which did not integrate with their marketing automation platform, Agentforce Marketing (Marketing Cloud Advanced). The CRM interface also did not prioritize views for their sales and leadership teams in a way that aligned with how they operate and manage leads. Meanwhile, data was siloed across spreadsheets, and leads were being manually routed, causing an obscured view of the pipeline and a mistrust in their data.

To unlock their full potential, Little Caesars Fundraising (LCF) desired to bring in an expert who would help them:

  • Create Seamless Lead Routing: Transition away from time-consuming, manual distribution by implementing an automated infrastructure to route incoming leads to the right salesperson instantly.
  • Simplify Complex Processes: Condense a detailed 24-stage lead management process for LCF into a straightforward, intuitive workflow that mirrors their sales motions.
  • Maximize the Tool and Drive Adoption: Overcome platform knowledge gaps by aligning the CRM with daily sales habits and creating documentation and standard operating procedures (SOPs) for scaling.
  • Unlock Pipeline Visibility: Replace limited, siloed data with a transparent system that gives sales leaders real-time insight into deal progression, making it easy to accurately measure results and coach sellers against their pizza kit goals.
The Partnership

Discovering a strategic partner with advanced CRM expertise

Little Caesars Fundraising originally engaged with Sercante | Trilliad for an Agentforce Marketing (Marketing Cloud Advanced) implementation. During that initial collaboration, the Director of Marketing at Little Caesars Fundraising, Andrea Fenton, was deeply impressed by Sercante’s advanced knowledge of Salesforce Sales Cloud and their understanding of the business. 

Recognizing that they needed an expert to unlock their pain points, Fenton felt that Sercante | Trilliad’s blend of strategic design and technical mastery, with a 4.9/5 CSAT rating and 90+ certified experts, made them the clear partner choice for their CRM optimization.

Client feedback

Sercante | Trilliad has done a tremendous job in not just helping to architect a better Sales Cloud system for us, but also ensuring that we have the documentation and roadmap to scale for the future. There’s a lot more efficiency, planning, and transparency for our sellers that we simply never had over the last few years.

Andrea Fenton
Little Caesars Fundraising

The
Solution

A CRM audit to inform a roadmap of quick wins and long-term value

Taking a strategic approach, Sercante l Trilliad first conducted a Seller Experience Audit of the Little Caesars Fundraising Sales Cloud instance, taking note of the current setup, how the sales team was using the platform, underutilized features, and how performance was being tracked. 

The team quickly understood their current-state platform and sales processes. Next, they created a roadmap of recommended optimizations mapped to their business goals that would drive quick wins and long-term impact.

Upgrading the CRM seller experience, automating distribution, building custom reports, and embedding process guidance

Sercante l Trilliad and Little Caesars Fundraising then collaborated to transform the CRM into a platform that created a scalable data foundation and seamlessly aligned with the organization’s sales processes and the ideal fundraising experience. The transformation contained a series of key solutions:

  • Salesforce Lightning Upgrade: Migrated the organization from Classic to Salesforce Lightning, simplifying the user interface and creating a unified foundation that natively integrates with Agentforce Marketing.
  • Automated Round-Robin Routing: Replaced manual tracking with an automated round-robin assignment system based on zip codes, territories (US vs. Canada), and randomization. A 20-day deal closure time limit was instituted to automatically re-route stagnant leads to the next available seller.
  • Streamlined Sales Pipeline: Condensed the complex 24-stage lead management cycle down to 5 clear, actionable stages, adjusting system permissions so sellers have a prioritized view of their assigned accounts.
  • Embedded Enablement & Reporting: Built custom reports and dashboards to track against pizza kit sales goals and individual seller progress.
  • Change Enablement & Documentation: Created and embedded guided documentation directly within the sales process to enable sellers for successful adoption and support future new hire onboarding.
  • Scalable Foundation: Provided standard operating procedures and best practices that the Little Caesars Fundraising team could use to maximize their use of the CRM in their current chapter and the next.

Building a connected data foundation to power personalized engagements and intelligent insights

    The Colts and Sercante l Trilliad began the process to create an integrated data foundation that would seamlessly connect across teams and the fan experience.

  • The team configured and optimized Snowflake for zero-copy integration with Ticketmaster and a customer data platform (CDP) to maximize data processing consumption.
  • Sercante l Trilliad used the CDP to harmonize the fan data, resolve identities, create segments, and calculate insights.
  • The data was activated in the marketing automation platform for automated entry into the relevant nurture journeys based on fan segment membership to fuel their vision of persona-based messaging, without the need for manual data reconciliation.
  • The data connection continued into the CRM, where the sales team could easily gain access to real-time insights and gather meaningful context to maximize engagements.
The Result

Enhanced sales team efficiency, operational scale, data-driven coaching, and seamless fundraiser engagements

The collaboration fundamentally reshaped Little Caesars Fundraising’s sales operations, aligning their CRM with the strategic needs of leadership and how they engage with fundraisers to drive impact for local communities. By centralizing pipeline data and embedding process guidance, the solution provided sales leaders with the deep visibility required for data-driven coaching and empowered teams to work with maximum efficiency.

  • 8% Lift in Lead Conversion Rates: Automating lead routing eliminated manual distribution to increase sales efficiency and lead conversion rates. Organizations looking to kickstart a fundraiser are now easily connected with the right seller at the right time, allowing them to start raising money faster.
  • Expansion in Pipeline & Data Visibility: Custom reports expanded data visibility, giving leadership real-time insights into fundraiser stages and quotes. Managers can now easily track individual performance against pizza kit goals and give guidance with targeted, metrics-based coaching.
  • Increase in CRM Adoption: Embedding SOPs directly into the sales workflow smoothed the transition for sellers and increased CRM adoption. This structured setup provides a repeatable blueprint to rapidly onboard new hires and seamlessly scale operations for the future.
  • 12% Lift in Email Open Rates: By optimizing Sales Cloud to integrate with their marketing automation platform, there is now a seamless flow of data to send relevant communications, increasing fundraiser email engagement.
  • Established a Data Foundation for AI: With streamlined lead routing and an optimized CRM data architecture, Little Caesars Fundraising now has a higher level of trust in the underlying data and a stronger foundation to support future analytics and AI-driven capabilities.

“Sercante | Trilliad has done a tremendous job in not just helping to architect a better Sales Cloud system for us, but also ensuring that we have the documentation and roadmap to scale for the future. There’s a lot more efficiency, planning, and transparency for our sellers that we simply never had over the last few years.”

— Andrea Fenton, Director of Marketing, Little Caesars Fundraising

Related Resources:

  • Playbook – The CRM Paradox: Why Your System is Killing Pipeline (And How to Fix It) – Get the proven framework that was applied to the Little Caesars Fundraising CRM optimization to start improving your own seller’s experience and drive more pipeline.
    Download Playbook
  • Seller Experience Audit: Work with the experts to assess your CRM platform and receive a roadmap of recommended quick wins and optimizations for long-term scaling.
    Request Your Audit

We deliver results

0 %

Lift in Lead Conversion Rates

0 %

Lift in Email Open Rates