Automated Lead-to-Order Transformation Powers Scalable Global Growth At Genmark

Genmark plays a critical role in global trade, manufacturing specialized power solutions that support refrigerated container logistics worldwide. As demand grew across markets, Genmark’s ambition to scale was clear; but its lead-to-order processes were holding the business back.

For a global manufacturer supporting international trade with specialized power solutions, the lead-to-order journey depended heavily on spreadsheets, emails, and disconnected systems. Sales teams relied heavily on spreadsheets, email exchanges, and disconnected systems to capture leads, generate quotes, and manage deals. Valuable time was lost to manual coordination between sales and finance, while leadership lacked reliable insight into pipeline health and performance. As global expansion plans accelerated, it became clear that the existing approach would not scale.

To support growth, Genmark needed to modernize its sales operations; without disrupting day-to-day execution of its lead-to-order processes.

Ascendion implemented Salesforce Sales Cloud to transform Genmark’s end-to-end sales process. Custom lead workflows captured enquiries directly from Genmark website and routed them into Salesforce, ensuring no leads were missed and enabling faster sales follow-up. Opportunity management was enhanced through product tagging, allowing inventory to be linked directly to deals and simplifying quoting.

Quoting and e-signature automation were introduced using integrated solutions within Sales Cloud to accelerate deal execution. Financial data from the accounting platform was integrated into Salesforce, creating a single, unified customer view across sales and finance. Custom reporting delivered real-time insights into conversions, pipeline health, and performance, enabling data-driven optimization and continuous improvement.