- Written by - Phil Cuming
It’s a tale as old as time itself (well, at least in the world of digital transformation) – fragmented data, inefficient processes, outdated systems.
Global brokerage BG Advisors: is fortunate in the sense that the business has grown and scaled fast, but with that has come the added pressure of addressing gaps in efficiency.
Disparate spreadsheets, email chains, and time zone gaps made collaboration difficult, and the manual matchmaking process between clients and financial partners couldn’t keep pace. Their business, built on strong relationships and precise timing, needed a transformation.
Before Comnexa, we struggled with fragmented data and inefficient processes. Our systems were becoming outdated, making it hard to track client interactions across multiple time zones and manage these relationships as effectively as we wanted.
Dean, COO, BG Advisors
With operations spanning continents and clients in high-risk sectors needing rapid, reliable solutions, BG Advisors knew a robust, centralised CRM was an essential component in successfully scaling the business.
Phase 1: From Recognition to Realisation: Finding the Right Partner
Once Salesforce was identified as the right platform, the next challenge was choosing the right implementation partner. BG Advisors had a vision – one that couldn’t be realised with a standard setup. They needed Salesforce to be shaped around their unique role as a global introducing broker.
Enter Comnexa.
BG Advisors approached partner selection with a healthy dose of rigour. Product demos, technical Q&As, and reference calls were all part of the process. But Comnexa stood out early, not just for our Salesforce expertise, but for the understanding of the business model and the way we approached partnership.
Comnexa stood out from the first meeting. They listened, they understood, and they delivered. There were issues along the way – that’s natural – but they always brought solutions and hit every milestone.
BG Advisors
From the outset, we worked collaboratively, hosting workshops with BG’s operational leads, uncovering hidden challenges, and building a clear roadmap that balanced strategic vision with short-term wins.
Phase 2: Tailoring Salesforce for Brokers, Not Just Salespeople
What BG Advisors needed wasn’t traditional sales pipeline management. Their business is about matchmaking: – understanding client needs, navigating regulatory nuance, and connecting the dots between jurisdictions, licenses, suppliers, and services.
Comnexa’s team transformed Salesforce from a generic CRM into a bespoke operational hub.
Here’s what that looked like:
- Custom lead and opportunity flows: To map out the lifecycle from first touchpoint through to deal execution.
- Supplier profile objects: To capture unique attributes like regional licensing, risk tolerances, and past deal history.
- Opportunity-to-supplier matchmaking logic: Allowing advisors to surface the best-fit partners instantly.
- Case management structures: Enabling any team member, regardless of time zone, to pick up a deal in-flight with full visibility.
- Data structure and automation: Streamlining routine tasks and ensuring no client falls through the cracks.
We had a back-of-the-napkin idea of what we wanted. Comnexa ran with it, structured it, and made it a reality. Now our global team can jump in at any stage, pick up a case, and keep things moving.
Emile, Head of Banking, BG Advisors
This wasn’t a one-size-fits-all build. It was Salesforce-optimised for the intricacies of financial introductions and cross-border complexities.
Phase 3: Turning Complexity into Clarity, and Driving Real Results
Once the foundations were laid, the real impact began to show. Suddenly, what used to be multi-step, manual processes were simplified into intuitive, trackable, and automated workflows.
The numbers speak for themselves:
- 30% increase: in lead conversion
- 20% reduction: in sales cycle time
- 40% faster response times
- 35% improvement: in client retention
Salesforce is like an extra team member now – one that never takes a coffee break. We’ve gone from chasing spreadsheets to having everything we need in one place.
BG Advisors
Where previous deals were slowed by timezone friction or lost context, now any team member could pick up a case and push it forward with confidence. Supplier matching was streamlined. Client proposals were turned around faster. And strategic insights became available in real-time, not just at month-end.
Comnexa’s configuration and automation helped BG Advisors trade bottlenecks for momentum.
Phase 4: Empowering the Team, Not Just the Tech
A powerful system is only as good as its users, something Comnexa as a company understands intrinsically.
Instead of handing over a technical solution and walking away, we embedded ourselves with the BG team to ensure adoption, confidence, and long-term success.
We initiated:
- Practical training: sessions tailored to different roles
- Sandbox testing: for hands-on learning and early feedback
- Custom admin support: so BG Advisors could continue to evolve Salesforce internally
- Structured feedback loops: to continuously improve the system after launch
The training sessions were a game-changer – clear, practical, and tailored. By the end, we weren’t just comfortable with Salesforce; we were excited to use it.
BG Advisors
This investment paid off. Teams evolved from merely using processes to owning them. And that ownership translated into real-time process improvements and faster decision-making.
Phase 5: Building for What’s Next
With a new Dubai office going live and more expansion on the horizon, BG Advisors now has a CRM architecture that can scale with confidence. Growth no longer brings the headache of added complexity as the business is now built to scale efficiently.
These enhancements are like a turbo boost for our growth – faster decisions, smoother operations, and better sleep since we’re not worrying about spreadsheets!
BG Advisors
Salesforce now powers every stage of the BG Advisors journey – from lead intake and qualification, to supplier matching, compliance tracking, client servicing, and beyond.
Final Thoughts: Comnexa as a Trusted Partner
It gets said a lot in service-oriented businesses, but in this case, it really is true – Comnexa didn’t just act as a vendor in this deployment, we embedded ourselves as members of the team.
One of our core values is, ‘We don’t sell, we solve.’ I can say the same for Comnexa – they listened, they understood, and they delivered. Their team turned our needs into a solution that truly works for us.
BG Advisors
From early discovery through to post-launch refinement, we brought our potent mix of strategic clarity, industry knowledge, and a genuine commitment to success.
Inspired by BG Advisors’ Journey?
As experts in building tailored Salesforce solutions for the financial and professional services industries – from CRM to compliance to client onboarding – we can help if your business is grappling with manual processes, fragmented systems, or the growing pains of global expansion.
Let’s talk – and start building a platform that’s built for how your business works.
