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Backbone and Cremanski & Company: scaling operations with a robust CRM backbone
About Backbone
Backbone is a real estate marketing service platform that empowers property sellers and landlords across Switzerland, Germany, and Austria by producing high-quality marketing assets, including photography, video, drone footage, virtual tours, and regulatory documentation. As the company expanded from a startup in the French-speaking region of Switzerland to an international player, it needed scalable infrastructure to support rapid growth.
The Challenge
When Backbone first reached out to Cremanski & Company four years ago, they faced scaling issues familiar to many growing startups:
1. Customer and operational data scattered across multiple tools
2. Risk of data loss and sync errors from fragmented systems
3. Inefficient processes slowing down onboarding and logistics
4. Over-reliance on manual workflows and disconnected teams
5. Difficulty maintaining operational quality at growing scale
6. While the patchwork setup worked during early growth, it quickly became a bottleneck as Backbone expanded across markets and teams.
The Solution: a scalable Salesforce architecture with Cremanski & Company
Backbone and Cremanski & Company partnered to transform the company’s sales and operational infrastructure through a phased Salesforce implementation:
1. Phase 1: Migrated all sales processes from Pipedrive to Salesforce, ensuring reliable data centralization
2. Phase 2: Migrated operations and logistics to Salesforce, consolidating platforms and eliminating costly inefficiencies
3. Omnichannel Setup: Integrated voice, email, live chat, and support workflows into one unified Salesforce interface
4. Change Management: Supported team onboarding with early demos, documentation, and fast iteration loops
5. Ongoing Collaboration: Weekly sprints, shared JIRA boards, Slack channels, and expert support from Cremanski consultants
6. AI Integration: Co-developed and launched an Agentforce-based Einstein bot to automate knowledge article queries and reduce level-1 support load
The Results
1. 3x operational output with the same team size
2. Dramatically improved onboarding for new team members
3. Unified, scalable CRM supporting operations across multiple countries and languages
4. Simplified agent workflows: everything in one tab, from email to chat to customer records
5. Faster and more reliable processes via low-code/no-code flows managed internally
6. AI support live with Agentforce and Einstein bot, already in early rollout with promising impact
“We tripled our volume with the same team. Without Salesforce, that wouldn't have been possible. The trust was there from the start. Cremanski & Company understood our business across sales, ops, and marketing. The quality of the Salesforce experts was top notch. You saved us dozens of hours with the Agentforce setup and helped us stay ahead of every release.”— Antoine Tomasini, Co-founder and COO, Backbone
Ready to scale with streamlined processes?
