Case Study #1 Visualizing Lead and Account Management with Custom Google Maps in Salesforce

MemorialCare is an integrated healthcare system serving Orange and Los Angeles counties in California. It comprises four hospitals—Long Beach Medical Center, Miller Children’s & Women’s Hospital Long Beach, Orange Coast Medical Center, and Saddleback Medical Center—as well as two medical groups, imaging centers, surgical centers, and numerous outpatient facilities. With over 200 care locations and a team of more than 15,000 employees, affiliated physicians, and volunteers, MemorialCare is dedicated to providing high-quality, compassionate care across a broad spectrum of medical services.

Sales teams love leads. But they love qualified, well-routed, and easy-to-locate leads even more. Unfortunately for MemorialCare’s business development team, the process of capturing, assigning, and navigating leads was less “precision GPS” and more “wandering in the dark.”

MemorialCare partnered with our team to create a smarter, faster, and visually driven lead management process. With a mix of Salesforce wizardry, custom development, and a strategic roll-out plan, we redefined how sales reps interact with leads.

Our solution centered on two key deliverables:

1. A fully automated Web-to-Lead pipeline with intelligent routing.
2. A custom Google Map Lightning Component embedded into Salesforce, visualizing everything from brokers to medical centers in real time.

• The first fix? Tear down the manual lead entry bottleneck and build a seamless pipeline from the website to Salesforce.
• We developed dynamic, UTM-powered lead forms that mapped directly to Salesforce record types. These weren’t basic “name/email/phone” forms—they carried vital context like campaign source, broker attribution, and opportunity type. Every submission became instantly usable.

• Lead region
• Associated broker (if applicable)
• Type of opportunity (e.g., employer, medical center, network)
• As soon as a form was submitted, the lead was:
• Automatically routed to the correct rep
• Triggered with an email or Salesforce alert
• Marked with all relevant metadata, ensuring faster context during follow-up

• While automation helped capture leads, visualization helped understand them. We embedded a fully custom Google Maps Lightning Web Component directly into Salesforce, bringing geographic clarity to reps’ fingertips.
• This wasn’t a generic “throw pins on a map” tool. It was thoughtfully engineered to address the real-world chaos of territory management.
• Key functionality included:
• Layered Pin Mapping: Different icons for accounts, leads, and brokers—visually distinct, intuitively grouped.
• Interactive Filters: Want to see only employers in the OCMMC region? Done. Looking to compare leads by broker? One click.
• Search-Driven UX: Reps could search directly by name (Medical Center, Account, Lead), then jump right to the pin’s location.
• Color-Coded Territories: Territories weren’t just lines—they were living, color-coded zones, enabling instant understanding of who owned what.
• This meant a sales rep could:
• See clusters of warm leads in one area
• Identify which broker or account fed the most leads
• Understand regional gaps or opportunities visually
• Plan smarter in-person visits based on proximity

• Technology only matters if people use it. That’s why we rolled out the system with a carefully managed pilot program.
• We onboarded key account executives and field reps for real-time testing. Their feedback was gold—helping us refine everything from map filters to icon legends.
• What reps asked for, we delivered:
• Broker overlays
• Region-specific filters
• Easier distinction between account types
• And to ensure successful adoption, we didn’t just ship it and hope—they received:
• Live training sessions with walkthroughs
• Quick-start guides tailored to their region
• Feedback channels to log enhancement ideas

• Perhaps the most transformational result was how these tools worked together. The automated web-to-lead system didn’t just feed Salesforce—it fed the map. The map wasn’t just for visualization—it became the core planning hub for:
• Territory assignments
• Lead prioritization
• Campaign planning
• Performance evaluation
• Sales managers began using the tool for workload balancing. Regional strategists started identifying underperforming zones or untouched territories. And reps? They simply stopped relying on spreadsheets and static reports.

We deployed dynamic lead forms that weren’t just smart—they were practically clairvoyant. Thanks to embedded UTM code tracking and record type mapping, leads were instantly funneled to the right sales rep based on region, opportunity type, and broker relationships.

• Instant assignment = No delays.
• Automatic notifications = Reps were always in the loop.
• Manual triage eliminated = Admins rejoiced.

We embedded a fully interactive map into Salesforce using Lightning Web Components. No tabs. No external tools. Just instant geo-intelligence.

Key features included:

• Pin Visualization: Unique icons for brokers, medical centers, and employer accounts.
• Filter Options: Drill down by Account Type, Lead Type, and Region.
• Search Functionality: Find any entity instantly by name.
• Color-Coded Regions: Sales territories visualized for better planning and workload balancing.

The result? A bird’s-eye view of your pipeline—and your priorities.

We piloted the tool with key account executives and improved it through real-world feedback. Reps wanted a way to filter by broker. Done.

They wanted overlays of accounts and leads together. Done.

We even hosted interactive training to ensure full adoption (and prevent “I didn’t know it could do that” moments).