Selling Smarter with Revenue Cloud, Data Cloud, and Unified Sales & Product Data

“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 AI & 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 and manual revenue processes: massive volumes of customer and product usage data lived in a Databricks lakehouse, disconnected from Salesforce Sales Cloud, while sellers juggled Stripe, spreadsheets, and manual SQL queries for quoting and renewals. This fragmented approach limited visibility into customer behavior, slowed sales cycles, and made it difficult 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.

Inaccurate and time-consuming quoting processes that slowed renewals.

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 modernize its revenue operations and data architecture, building a scalable foundation powered by Salesforce Revenue Cloud Advanced and Data Cloud.

Key solution components included:

Revenue Cloud Advanced to replace manual quoting with a full configure, price, quote (CPQ) engine—built for speed and accuracy—while automating renewals and expansion workflows.

Salesforce Data Cloud to serve as the integration layer, surfacing real-time product usage and account health insights directly in Salesforce.

Databricks Zero Copy Connector to flow usage data into Salesforce without duplication.

Tableau for personalized, in-the-moment insights for both sales and service teams, with embedded views surfaced directly inside Salesforce Admin.

Results

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Thanks to modern data and a multi-cloud foundation, Mural eliminated weeks of manual work and unlocked new revenue opportunities across its customer lifecycle.

Results for Mural include:

2–3x increase in average deal size: After enabling ramp deal functionality in Revenue Cloud Advanced, sellers can now structure multi-year growth contracts that expand with customer adoption, driving larger, more predictable revenue.

Faster, more confident decisions: Real-time product usage and engagement insights surface directly in Salesforce, giving teams a single source of truth for data-driven selling and forecasting.

Quicker renewals and deal momentum: Manual quoting was replaced with CPQ automation, streamlining workflows and empowering sellers to move renewals and expansions forward with speed and confidence.

Stronger upsell performance: Sales teams can act on real-time customer signals—spotting key milestones and pursuing expansion opportunities at precisely the right moment.

Greater momentum with enterprise buyers: Unified revenue and product insights enable reps to identify champions, tailor outreach, and accelerate complex deal cycles.

Faster, more personalized support: Service agents resolve cases more quickly with direct access to contextual and usage data—improving customer satisfaction and retention.

By partnering with Coastal, Mural not only modernized its data and revenue operations but also established a foundation for phase two: AI-powered self-service experiences that scale with customers.

Clouds & Products

Data Cloud
Databricks
Sales Cloud
Tableau