The challenge
As Salesforce capabilities continued to expand across Europe’s largest telecom providers, the OneSFA team faced a growing challenge. Different countries used different role definitions, measured success differently, and requested platform enhancements based on local interpretations of similar responsibilities.
Without a common understanding of who users were and how success should be measured, achieving true harmonisation would remain difficult.
Our approach
Together with the headquarters team, we developed a standardised framework of personas and role-specific KPIs that could be applied consistently across participating national companies.
Starting from five distinct sets of requirements, operational approaches, and performance measurements, we identified common responsibilities and grouped them into universal personas, including:
- Key account manager
- Technical solution designer
- Legal approver
- Marketing specialist
- Support functions
For each persona, we developed Salesforce-specific KPIs that reflected the responsibilities and objectives associated with the role. The results were documented in a structured reference framework organised by functional area, including sales, marketing, and support.
The results
The project transformed five different approaches into one unified framework for user roles and performance measurement.
By creating a shared language around personas and KPIs, the OneSFA team significantly reduced the volume of overlapping and inconsistent feature requests entering the development pipeline. The framework improved prioritisation, strengthened alignment between national companies, and accelerated progress toward a harmonised European Salesforce landscape.
In practical terms, the initiative helped eliminate approximately 80% of redundant variation in requirements, allowing teams to focus on delivering capabilities that created value across the entire organisation rather than for individual markets alone.
