The Home Depot – Unifying sales in retail

Company Size

475,000+ emp



Customer since


With more than 2,300 stores throughout the U.S., Canada, and Mexico, you’ve more than likely been inside The Home Depot at one time or another. But the thing is, times have changed. The company is constantly working to meet customers where they are, and today’s customers are online as well as in physical stores. Their website attracts around 198 million individual customers online today.

The goal of the Retail Media+ division of The Home Depot team is to give advertisers an opportunity to get their products in front of those online customers. This helps customers to find valuable products they may have otherwise missed while boosting revenue for The Home Depot as a whole.


Updating sales processes before fine tuning Salesforce platform tools

The teams at Sercante and The Home Depot had clear goals in mind when they partnered with one another to start digging deeper with the resources available to them.

  • Main challenge was figure out how to tap into the underutilized ad revenue stream from the company retail sales website at 

However, the teams had a few things to overcome before they could reach that goal.

  • Although other divisions of the company were already longtime Salesforce customers, the Retail Media+ team was newer to the platform and, as a result, many standard Salesforce features weren’t being utilized.
  • Additionally, the first round of org customizations supported disconnected sales processes that weren’t adaptable to their quickly-evolving systems and growing team. 
  • So, the two teams got to work together.
The Partnership

Collaborating to optimize

The Home Depot Retail Media+ team partnered with us to create a flexible and scalable solution that supported a unified sales process while making better use of the technology tools available.

Client feedback

“Sercante is one of the best in the game!”

Ivan Pena
The Home Depot


Configuring existing features to unify the sales process

Bringing the team together in a single, unified sales process was crucial for ensuring efficiency, transparency, and accuracy. And a key element to achieving this was ensuring that the right team members got the right tasks at the right time for both account management and to keep an opportunity moving forward from stage to stage. 

The two teams brought about this CRM optimization solution by implementing powerful, but sometimes overlooked, Sales Cloud features. 

These included:

  • Customizing the Opportunity Path to reflect every step in a Retail Media+ Opportunity from New to Closed and then, to ensure that end users know the purpose of each stage and what info and tasks are needed within each, they called out the most important data points using Key Fields and provided explainer text in the Guidance for Success sections.
  • Implementing the use of Activity Management for end users, which creates a single source of truth for tracking the many tasks needed to support the Retail Media+ sales cycle.
  • Setting up Account Teams to automate record visibility and to further solidify and add transparency to users’ roles and responsibilities across the rapidly growing CRM database and team.
  • Creating Flow automations that are powered by Opportunity Path settings and Account Teams to automate task assignments, improve the visibility of key data, and loop in the right person at the right time so deals progress without a hitch.
The Result

Increasing revenue, growing the CRM, and more

Overall, the project included several moving parts and required careful planning from multiple teams. And these results not only confirmed it was energy well-spent, but also far exceeded everyone’s expectations:

  • The Home Depot Retail Media+ team saw a revenue increase of 44% YoY.
  • The team enabled sales forecasting that wasn’t previously possible.
  • They increased the CRM database by 400% YoY.
  • They’re able to set up Salesforce Accounts for suppliers before or within a week of activation.
  • They enabled improvement on revenue that was previously swept to margin YoY.

Improving documentation processes

In addition to the upgrades outlined above, Sercante’s Salesforce consulting team also spent a significant amount of time establishing a standardized documentation process for The Home Depot Retail Media+ team, which was essential for two reasons:

  • First, simply put, it’s best practice to document every customization and change made inside a Sales Cloud org and even more crucial when an org is evolving quickly.
  • Second, the Retail Media+ team projected a significant amount of team growth in the near future and needed to be able to quickly onboard new end users.

We deliver results

0 %

YoY revenue increase

0 %

YoY CRM database increase