How Privy eliminated hours of custom coding assignment rules

Highlights

• Eliminated engineering time spent changing account assignment rules from 15 hours/ month to zero using Complete Leads’ drag-and-drop UI
• Enabled Sales Ops to build new sales motions and update assignment criteria in under 5 minutes (including multiple round-robins for onboarding) without engineering backlog
• Unlocked whitespace, up-sell, and roll-up reporting by grouping partner and customer accounts into custom hierarchies natively within Salesforce

Overview

Privy is an eCommerce marketing platform built to help small businesses and entrepreneurs grow their online stores. Trusted by over 400,000 merchants across 180 countries, Privy provides tools, education, and support to help users capture more leads, drive repeat purchases, and convert traffic into over $4 billion in sales.

The Challenge

Custom code slowed down a fast-moving sales team

Privy’s sales operations relied on an in-house account assignment tool built with custom APEX code.

The tool was designed to assign accounts to sales reps, but it quickly became a bottleneck as the business scaled.

Even small updates turned into a time sink. Each time Sales Ops needed to tweak assignment criteria or adjust a rep’s territory, the change required engineering support.

Ultimately, Privy’s engineering team spent upwards of 10 to 15 hours every month maintaining and modifying assignment rules, and it would take up to a week before sales saw those changes reflected in Salesforce.

The delay frustrated both teams.

Sales couldn’t move as quickly as they wanted, and Engineering was stuck supporting a process that pulled attention away from higher-priority projects.

Having that kind of backlog was not an ideal situation.

It caused a lot of problems for our sales team as they didn’t want to constantly bog down our engineers with assignment changes when there were other tasks to be taken care of.

Nicole Looker, Salesforce Administrator at Privy

Rigid logic created confusion and rework

Privy’s homegrown tool also lacked sophistication.

It couldn’t check account ownership or opportunity status before reassigning records, which meant accounts bounced between reps unnecessarily.

Privy’s Sales Ops would spend hours digging through Salesforce to figure out why these reassignments happened, only to discover that many of those accounts eventually had to be reassigned back to the original owner.

These inefficiencies cost valuable time and eroded trust in the data. For a team operating at Privy’s speed, every delay in assignment slowed momentum and risked missed revenue.

We operate at high volume, high velocity. So the sooner that we can get criteria and people inputted into the system, the faster we can close deals.

Nicole Looker, Salesforce Administrator at Privy

Solution

Removed engineering bottlenecks and empowered Sales Ops

To fix their rigid account assignment process, Privy needed a faster, more scalable system: one that didn’t rely on engineers for every small change.

That’s where Complete Leads‘ intuitive drag-and-drop interface made a world of difference.

With its flexible user interface, Privy’s Sales Ops could now update criteria, adjust round-robins, and launch new sales motions in minutes.

What once consumed 10 to 15 hours of engineering time per month dropped to zero.

It was a shift that not only freed Privy’s engineer team to focus on more strategic projects but one that also gave the Sales Ops team the agility to react immediately when priorities, sales motions, or team structures changed.

I’m able to build a new [sales motion] in five minutes instead of waiting for our engineering team to find time to prioritize it.

It’s a win-win.

[The engineering team] can now focus their efforts elsewhere instead of worrying about account assignments.

Nicole Looker, Salesforce Administrator at Privy

For example, the user groups feature in Complete Leads allowed Privy to create multiple round-robins, including one to support onboarding.

As new reps joined the team, Prviy’s Sales Ops could them smaller accounts during ramp-up before moving them into the main rotation with a single click — no APEX code required.

Transformed reporting and revealed new revenue opportunities

Privy also leveraged RevOps automation to connect related customer and partner data together in custom hierarchies.

For the Sales team, grouping multiple store locations under a single custom made it easy to run roll-up reports and spot whitespace or up-sell opportunities.

For the Partner team, linking partner accounts with their referrals unlocked new visibility into metrics like MRR, total revenue, and product mix.

What originally took hours of juggling data between Google Sheets and Salesforce could now be accessed in seconds, giving both teams insight they’d never had before.

We’ve never had this kind of insight into the partner program before.

Nicole Looker, Salesforce Administrator at Privy

The Final Word

Traction Complete empowered Privy in a number of different ways. For one, the easy-to-use, drag-and-drop UI of Complete Leads saved hours of effort spent by the engineering team. The sales team no longer has to dread waiting weeks for changes to assignment rules or to add or remove reps.

Complete Hierarchies also gave Privy brand new insight into their largest partners and customers by outlining whitespace and up-sell opportunities.