Consolidate
Collapse multiple customer archives into a usable source for migration and future reference.
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Heartland Foods
Heartland Foods
Acquisition & Integration
Bringing an acquired business onto a common operating system without losing the customer experience, historical data, or the people responsible for making it work.
2 monthsInitial integration
Cross-functionalSales • Technology • Marketing
The Challenge
An acquisition is more than a data migration.
Heartland Foods needed to move completely onto Ellsworth Foods' systems and processes. That meant bringing together customer data, technology, communications, branding, websites, workflows, and people while maintaining continuity for an existing customer base.
The challenge wasn't simply getting information from one system into another. Multiple customer archives had to be consolidated, Salesforce data had to be extracted and mapped into the new CRM, and the teams using the new systems needed to understand and adopt the changes.
My Role
Leading the integration from idea through adoption.
I led the ideation, design, execution, and data monitoring for the integration, working across Reorder Sales, New Sales, Technology, and Marketing.
I was also directly responsible for the customer-facing social communication and content calendar during the initial transition, as well as training the Reorder team on the new systems and identifying data errors that needed correction.
Approach
Move the business, not just the technology.
Integrate
Extract Salesforce data and map it into the new CRM while rebuilding the customer-facing digital experience.
Connect
Bring websites, phone systems, Zoom accounts, social channels, branding, and operational workflows into alignment.
Enable
Train the people using the new systems and identify data issues so adoption could happen with confidence.
Solution
A connected operating environment.
Digital ExperienceRebuilt the Heartland website and created a reorder site with nutritional information.
CRM MigrationConsolidated customer archives and extracted and mapped Salesforce data into the new CRM.
Business SystemsUpdated phone systems, Zoom accounts, social channels, and supporting operational systems.
Brand & CommunicationsSupported the branding transition and managed social announcements, content, and customer care during the initial transition.
AdoptionTrained the Reorder team and identified data errors requiring correction.
What Came Next
The integration kept getting better after launch.
Six months later, the solution had evolved so information could automatically save and update inside the proprietary CRM and synchronize with NetSuite.
Status information also moved between the systems, giving sales representatives visibility without requiring them to contact other departments for individual status updates.
Outcome
A successful transition with systems people actually adopted.
The integration was successfully adopted across the teams, while historical customer information was retained for future reference.
2 monthsInitial integration timeline
The documented outcome is qualitative: successful system adoption and retained historical data. No additional quantified business-impact metric is claimed here.
Key Takeaway
Successful transformation isn't just about moving systems. It's about moving people, processes, information, and customer experience together.
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