Success Stories

Overview of Project

Taylor Morrison lacked a foundational CRM platform to support their business and the importance of the accelerating impact of digital technology across the organization. The current CRM (Legacy) lacked aggregation of data across the organization and was unable to provide real-time customer information. The field sales team was still capturing customer info on paper and entering data into CRM system manually. They system had no ability to customize sales communications or marketing materials or report operational metrics. Overall the CRM system was outdated and cumbersome.

About the Client

Taylor Morrison Home Corporation, based in Scottsdale, Arizona, is the nation’s fifth largest homebuilder and developer. The company was recognized as America’s Most Trusted® Home Builder for six years running (2016-2021). Operating under a family of brands including Taylor Morrison, Darling Homes, William Lyon Signature Home and Christopher Todd Communities built by Taylor Morrison, the company serves consumer groups coast to coast, from first-time to move-up, luxury and 55-plus buyers. 

Project Goals

• Define and develop a custom Salesforce CRM that delivers a new customer journey, with key moments of certainty enabled across Pardot, Sales Cloud and CPQ.
• Allow Taylor Morrison to consolidate multiple applications across sales and marketing onto a single platform.
• Integrate CRM with Newstar Enterprise to harmonize experience across sales touchpoints.
• Create a complete picture of customer engagement.
• Leverage CPQ bundles to structure home and product data for optimal user experience.
• Implement CPQ templates to implement dynamic contracts for a one touch contract process.
• Utilize Docusign for CPQ to automate the sales process.
• Utilize Lightning Process Builder to implement business logic and reduce custom code.
• Incorporate Chatter into lead generation for easy notification and tracking.

Results

New CRM implementation led to overall reduction of Taylor Morrison’s IT application footprint and costs as a result of consolidation to Salesforce platform.

• Reduced quote to contract speed from 3 hours to 26 minutes.
• Increased lead volume.
• Increased lead quality.
• Increased lead conversion rate.
  • Higher opportunity conversion rate.
• Lower cost of customer acquisition.