Core Recommendations
The recommended model puts every division on one CRM, keeps broadcast trafficking where it belongs, and consolidates invoicing, AR and the general ledger into NetSuite.
Systems of record & order flow
Salesforce will be the system of record for all Guaranty Media sales, CRM (pipeline) and order creation in the form of opportunity / revenue schedule products. ShareBuilders will be deprecated.
Any deal with broadcast will need to be entered into WideOrbit for trafficking — manual entry, as it is today.
Approved customers from Salesforce can be automated into WideOrbit via integration.
Orders that don't require WideOrbit trafficking (digital, other, non-broadcast) will flow Salesforce → NetSuite and be billed out of NetSuite — similar to GatorWorks today.
Orders that do require WideOrbit trafficking: WideOrbit sends billing information (invoice data) to NetSuite for invoicing, AR and cash application. WideOrbit still runs its native invoicing process — the invoices simply won't be sent.
Invoicing, AR & customer master
NetSuite is the system of record for all invoices and is responsible for sending every invoice to customers. All AR and finance operations live in NetSuite for the business.
Once invoices are paid in NetSuite, invoices must be closed in WideOrbit. This will likely be a manual process initially, with potential for WideOrbit to apply third-party payment via integration.
A customer approval process will be implemented to support Salesforce → NetSuite customer setup and approval — new for most, and a more controlled entry point for customer creation sourced from Salesforce data. NetSuite customer data changes are sourced from NetSuite and pushed to Salesforce (read only) via integration.
Formatted invoice documents will be customized by sales situation — agency sales with agency commissions, bill-to-direct templates, and other permutations.
Configuration & scope boundaries
NetSuite organizational structure for core configuration — subsidiary, income accounts, GL account structure — should ideally be completed prior to or at the time of launch for this new model.
Integration or support for expense tracking and the Ramp rollout has been deferred and is not part of this effort.
Revenue recognition model will be straight-line, with no month-end adjustments for revenue recognition.
Option to build support for agency commissions in Salesforce to align with the structure and model in WideOrbit, supporting the Salesforce → NetSuite integration.
GatorWorks structure will remain as-is.
Open Items
Open item 01
GHS CRM decision
Should GHS move to Salesforce from HubSpot, and is there value in doing so? A candidate for phase two.
Open item 02
Training risk on intracompany process
Introducing the intracompany process carries potential risk related to training and adoption.
Open item 03
make.com as the integration standard
Everything recommended for go-forward, should Guaranty move forward with Indigo Trigger, would require all integration work be performed with the make.com ETL — the Indigo Trigger standard for integrations.
Open item 04
Long-term MuleSoft deprecation
Long term, Indigo Trigger would recommend Guaranty consider deprecating MuleSoft in favor of make.com for ease of use and cost savings.
Statement of Work
Workstreams by platform. Level of effort is to be estimated with Guaranty and partner teams; third-party dependencies are noted.
Salesforce
| Workstream | LOE |
|---|---|
| Data migration from ShareBuilders (customers, contacts, etc.) | — |
| New product catalog configuration for all new divisions | — |
| Integration from Salesforce to NetSuite — revenue to invoice (tuning needed) | — |
| Integration from Salesforce to NetSuite — customer data (two-way) | — |
| Integration from Salesforce to WideOrbit (customer) | — |
| Configuration of the agency commission logic | — |
| Update Salesforce page layouts to tie revenue to opportunities | — |
NetSuite
| Workstream | LOE |
|---|---|
| Data migration from ShareBuilders / WideOrbit (customers, contacts, etc.) | — |
| New product catalog configuration (NetSuite items) | — |
| Integration from NetSuite to Salesforce for invoice info (sent, paid, etc.) | — |
| Integration from Salesforce to NetSuite — customer data (two-way) | — |
| Integration from WideOrbit to NetSuite for invoice detail file | — |
| Integration from NetSuite to WideOrbit for paid / closed invoices | — |
| Configuration of GL segments in NetSuite (profit center, department, location) | — |
| GL account consolidation to support new structure | — |
| Vendor master data to support extension across subsidiaries (intercompany) | 3rd Party |
| Invoice output / templates to support the various permutations of invoices (agency, direct, etc.) | 3rd Party or Indigo |
The Lead-to-Cash Ecosystem at Guaranty Media
Three platforms, one flow: CRM captures the deal, WideOrbit traffics broadcast, NetSuite invoices and collects.
- Marketing automation
- Pipeline & deals
- Pre-sales activities
- Sales order entry
- Billing, A/R detail
- Revenue management
- Invoicing, accounts receivable
- Credit & collections
- General ledger
Recap
Everyone on a single CRM platform and unified process.
Remove roughly 50% of the business (digital & non-broadcast) from WideOrbit entirely.
Integrations bring new automation between Salesforce, WideOrbit and NetSuite.
Guaranty achieves a single platform for billing and AR with NetSuite — furthering the model already in place with GatorWorks.
Prepared by Christopher Prinos, Founder & CEO · Indigo Trigger