United Synergy, a UAE-based oil and gas trading and distribution company, was running its entire sales operation on a fragmented mix of Excel spreadsheets and disconnected personal email inboxes — a setup that was costing the business time, accuracy, and competitive agility. GetOnCRM, a Salesforce Ridge Consulting Partner, stepped in to transform the company’s underutilised Sales orce Sales Cloud org into a fully connected, automated sales engine. By implementing Salesforce Outlook integration with Einstein Activity Capture, intelligent opportunity assignment rules, a custom multi-supplier tracking component, and real-time management dashboards, GetOnCRM eliminated Excel dependency and gave United Synergy’s leadership live visibility into their pipeline for the first time. The result: a sales team that spends less time on admin and more time closing deals, backed by data they can actually trust.
United Synergy is a specialist trading and distribution company operating in the UAE’s oil and gas sector, serving a network of EPC contractors, suppliers, and industrial clients. Like many businesses in the region’s high-velocity distribution market, the company had invested in Salesforce Sales Cloud but found itself relying on legacy habits — primarily Excel and individual email inboxes — to manage its day-to-day sales activity. With deal cycles involving multiple suppliers per opportunity, complex coordination between sales staff and management, and a growing need for real-time reporting, it became clear that the existing approach could not scale. United Synergy needed a Salesforce implementation partner that understood both the technical platform and the operational realities of a fast-moving distribution business.
Before engaging GetOnCRM, United Synergy’s sales team was navigating a set of interconnected operational pain points that affected productivity, accountability, and management oversight every single day:
Opportunity assignment was handled through a manually maintained Excel matrix, requiring someone to look up and assign each new inquiry by hand — a process prone to delays, errors, and missed leads.
Client, contractor, and supplier communications were stored in personal email inboxes with no link to Salesforce records, making it nearly impossible to reconstruct the full history of a deal.
There was no automated activity syncing between Outlook and Salesforce. Emails, calls, and meetings had to be logged manually — meaning critical communication history was frequently incomplete or missing entirely.
Each opportunity involved 5–7 suppliers, but there was no structured place in Salesforce to record quotes, purchase order details, or supplier remarks. Information lived in spreadsheets or inboxes that only one person could access.
Sales management had no live view of the pipeline. Reports were compiled manually and were always days behind reality, making it difficult to identify bottlenecks or make timely decisions.
Reference numbers for purchase orders and delivery notes were generated manually, leading to inconsistent formatting and document tracking issues across the team.
GetOnCRM approached this engagement not as a new technology rollout, but as a deliberate optimisation of what United Synergy already had. Rather than replacing systems, the team focused on connecting them — making Salesforce Sales Cloud the single source of truth for all sales activity by bridging it seamlessly with the tools the team used every day. Six targeted components were implemented to address each of the identified pain points directly.
The Sales Cloud environment was connected to Microsoft Outlook, giving sales team members instant access to account, contact, and opportunity details directly from their inbox — without switching between applications. Critically, the implementation included Einstein Activity Capture, which automatically syncs emails and calendar events between Outlook and Salesforce. Every client and supplier communication is now logged against the correct opportunity in real time, with zero manual effort. New opportunities, contacts, and follow-up tasks can be created directly from an email, and the company’s shared inbox (info@unitedsynergy.ae) is configured as the central entry point for all incoming inquiries.
The manual Excel assignment matrix was replaced with a rules-based automation inside Salesforce. An admin-managed mapping table links each account to its responsible salesperson — and when a new opportunity arrives, whether from Outlook or directly in Salesforce, the system automatically assigns it to the right owner with no manual intervention required. A default owner assignment ensures that unmapped accounts are never left unattended, eliminating the risk of leads slipping through the cracks.
A structured tracking section was built directly onto each opportunity record, allowing the sales team to log supplier remarks, quote details, and purchase order information for every supplier involved in a deal. Given that most opportunities involve 5 to 7 suppliers, this component provides a consolidated, at-a-glance view of all supplier activity from within the opportunity — replacing the scattered inbox searches and spreadsheet lookups that previously defined the process.
Important opportunity fields — including deal stage, purchase order notes, and critical dates — now maintain a full audit trail, capturing who changed what and when. This gives management the accountability and transparency they need to understand how deals are progressing, without placing any additional burden on the sales team.
Purchase orders (USPO) and delivery notes (USDN) are now automatically assigned a unique, consistently formatted reference number upon creation in Salesforce. This removes a long-standing source of manual errors, streamlines document management, and supports cleaner reporting across the business.
Purpose-built dashboards were deployed for the Sales Manager and individual team members, surfacing live pipeline data — broken down by opportunity stage, salesperson, supplier, and time period. Management now has an accurate, up-to-the-moment view of the entire sales funnel without waiting for anyone to compile a report.
The impact of GetOnCRM’s Salesforce Sales Cloud implementation was felt immediately across operations, management visibility, and team productivity.
Operational Efficiency
Excel eliminated from opportunity assignment — every new inquiry is routed to the right salesperson automatically.
Auto-generated reference numbers have removed a daily source of manual errors and inconsistency across purchase orders and delivery notes.
Supplier quotes, remarks, and PO details are captured in a single structured location on each opportunity, replacing scattered spreadsheets and inbox searches.
Communication & Visibility
Every email with a client, contractor, or supplier is automatically linked to the correct Salesforce opportunity, giving the entire team full deal context at any time.
Einstein Activity Capture ensures that sales activities and meeting histories are synchronised in real time — no manual logging required.
Management Oversight
The Sales Manager now has a live dashboard showing the full pipeline, replacing manually compiled reports that were always days out of date.
A complete change history on key deal fields provides accountability and clarity on how opportunities evolve over time.
"What United Synergy needed was not more features — it was to finally make use of what they already had. Connecting Outlook to Salesforce, automating the assignment process, and building dashboards the team actually looks at every day made the biggest difference. The goal was always to make life simpler for the sales team, not more complicated."
For trading and distribution businesses operating in fast-moving markets like the UAE’s oil and gas sector, the gap between a CRM that is installed and a CRM that is actually working can be the difference between competitive advantage and operational drag. Salesforce Sales Cloud, when properly implemented, provides four capabilities that are particularly transformative for this type of organisation.
Deals in the oil and gas distribution space involve multiple stakeholders — EPC contractors, procurement teams, and numerous suppliers — across long and complex sales cycles. Sales Cloud's native integration with Outlook and Einstein Activity Capture means that every touchpoint is captured automatically, giving the entire sales team a shared, reliable picture of where each deal stands.
As a distribution business grows its account base, manually managing assignment matrices and reference numbering becomes unsustainable. Salesforce's automation capabilities allow these processes to scale without adding headcount or administrative complexity — rules run in the background, consistently and without error, regardless of volume.
Sales management in fast-moving markets cannot afford to make decisions on data that is days old. Salesforce's live dashboards and reporting tools give leadership the real-time pipeline visibility they need to identify risks early, reallocate resources quickly, and have more informed commercial conversations.
Unlike rigid off-the-shelf CRMs, Salesforce Sales Cloud can be extended to match the way a business actually operates. For United Synergy, this meant building a custom multi-supplier tracking component that reflected the reality of their deal structure — without forcing the team to adapt their workflow to the limitations of the platform.
Ready to unlock the full potential of your Salesforce investment? GetOnCRM is a Salesforce Ridge Consulting Partner specialising in Sales Cloud, Service Cloud, Experience Cloud, and industry-specific implementations across the Middle East and beyond. Get in touch at www.getoncrm.com.
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