Seizing Revenue by Unifying Customer & Product Data in Salesforce

“Although there are thousands of Salesforce partners, very few have the cutting-edge innovation skillset that's critical for what we need. Because we want to stay ahead in the market experience we deliver to our customers, having a partner like Coastal that truly understands new capabilities and delivers on those promises is key.”

– Paul Wilson, Head of GTM Systems, Mural

Challenge

Mural, a high-growth visual collaboration SaaS platform used by over 50% of the Fortune 100, was facing increasing data challenges and operational bottlenecks as it scaled.

At the core of the problem were siloed systems: massive volumes of customer and product usage data lived in a Databricks lakehouse, disconnected from Salesforce Sales Cloud. This lack of integration limited visibility into customer behavior and revenue—making it difficult for sales teams to act on key insights.

The consequences quickly became clear:

Missed upsell opportunities due to difficulty identifying and acting on expansion signals during lifecycle moments.

Delayed deal momentum as sales teams waited for product usage data from analysts dependent on manual SQL queries.

Poor data and communication flow between Sales and Finance.

Account status discrepancies across systems, leading to internal confusion and inconsistent customer experiences.

Solution

To address these challenges, Mural partnered with Coastal to eradicate their data silos, leveraging our data modernization services to build a scalable, integrated foundation.

Our team implemented Salesforce Data Cloud as Mural's integration layer, making Tableau embedded views available within Salesforce admin. In under 60 days, Coastal transformed how Mural captured and acted on customer usage data—connecting customer accounts with product engagement insights in a single, cohesive view.

To further activate real-time intelligence, Coastal leveraged the Databricks Zero Copy connector to bring usage data directly into Salesforce with Data Cloud, Flows (Salesforce’s low-code automation tool), Apex (custom code), and API integrations. These solutions enabled personalized, in-the-moment insights for both sales and service teams:

Sellers gained account and workspace-level insights (including summary product usage and user engagement data) to understand customer behavior and identify expansion opportunities.

Service agents were equipped with customer product usage data, along with contextual company and workspace information, allowing for faster case resolution and more tailored support.

Results

Thanks to a modern data foundation and Salesforce Data Cloud orchestrating data across systems, Mural eliminated weeks of manual data requests and delivered instant, actionable insights directly within the tools teams use every day.

Results for Mural include:

Improved operational visibility: Real-time product usage and customer engagement insights are now surfaced directly in Salesforce through Data Cloud and the Databricks Zero Copy connector. Sellers and service agents have consistent, up-to-date data at their fingertips to make faster, more informed decisions.

Accelerated revenue workflows: With product usage insights now available directly in Salesforce, reps no longer rely on manual SQL queries and can act on expansion signals in real time—driving faster, more confident sales motions.

Stronger upsell performance: Sales teams can now spot key engagement milestones and proactively pursue expansion opportunities at the right time.

Shortened sales cycles: Reps are better equipped to identify product champions, tailor outreach, and build momentum with enterprise buyers.

Faster, more personalized support: Service agents now have instant access to user-level product usage data and contextual workspace details, helping them resolve cases faster and deliver more relevant support.

By partnering with Coastal, Mural modernized its revenue and support operations, activated real-time product insights across teams, and laid the groundwork for scalable, data-driven growth.

Clouds & Products

Data Cloud
Sales Cloud
Tableau