‍Turning Salesforce Into a Command Center

When Tyler joined, Salesforce was powerful but noisy. Nomad helped create the reporting views and dashboards the team needed to operate with more focus.

For sales reps, that meant a “command center” they could refresh each morning to understand who to contact, which meetings were coming up, what follow-up was needed, and which new leads had arrived.

For marketing, Nomad helped support key views around MQLs, SQLs, account-based marketing, and campaign performance. For RevOps, Nomad became a go-to resource for surfacing the right information quickly, especially when historical data definitions had changed over time.

“Every single report or dashboard that’s worth its salt is probably originating from Nomad.”

That historical knowledge became especially important during investment, evaluation, or board-level reporting moments. When legacy terminology, changed process definitions, or renamed stages made data appear inconsistent, Nomad could explain the history and help Tyler marry old and new data into a cohesive story.

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Building Lifecycle Visibility Across Leads and Contacts

Nomad also helped HiddenLayer improve lifecycle reporting across Salesforce Leads and Contacts. For many organizations, lead and contact reporting creates a visibility gap. Campaign performance, MQLs, SALs, SQLs, opportunities, and conversion rates may need to be pulled from different objects and reconciled manually. HiddenLayer wanted a cleaner way to report across the full person lifecycle.

Nomad helped build a lifecycle and funnel tracking model that gives the team a more unified view across leads and contacts. Instead of exporting separate lead and contact reports into Excel and stitching them together manually, HiddenLayer gained one place to analyze campaign performance and funnel movement.

“Things get muddled between leads and contacts,” Tyler said. “Being able to look at campaign data and conversion rates across those is really helpful.”

The result was improved visibility and less manual reporting effort.

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Supporting Complex Lead Routing for a Global Sales Team

HiddenLayer’s sales team is lean, but global. With roughly 12 sales reps across regions, the company needed routing logic that could account for geography, territories, lead quality, and organizational changes.

In some cases, routing was straightforward: Asia went to one rep, Europe to another. In other cases, it was much more granular. California, for example, was split between two reps, requiring routing logic by zip code and regional demarcation. Nomad helped HiddenLayer build and maintain that routing logic in HubSpot and Salesforce.

That support became even more important as the company changed territories three or four times in one year. Each territory change created the risk of leads being routed incorrectly, reps losing visibility, or historical ownership becoming messy. Nomad helped HiddenLayer manage those transitions, including logic that allowed existing opportunities to remain with the original owner while new activity moved to the correct new rep.

“With that comes messiness,” Tyler said. “This used to be my state, it’s now your state. How are we going to handle those gray things?”

Nomad also helped HiddenLayer adjust routing based on lead quality. High-intent inbound demo requests could route directly to the correct sales rep, while lower-intent activities like whitepaper downloads or webinar engagement could route to the BDR.

That reduced manual triage for both sales and operations.

“Just being able to have the flows built out so it routes to the right person was great,” Tyler said.

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Preparing for RevCloud and Flexible Pricing

As HiddenLayer continued scaling, quoting complexity became a larger priority. The company sells three products, with pricing historically structured around preset bundles. That worked for some deals, but it created manual effort whenever a customer wanted a configuration that did not fit neatly into those bundles.

Tyler described scenarios where a customer might want different quantities across all three products. If the requested structure did not match a preset bundle, the process became manual and time-consuming.

RevCloud is expected to solve much of that complexity by enabling more flexible, customized pricing and proposal workflows. “With RevCloud being able to have everything customized and bespoke to the customer’s needs, we’ll save the reps time, we’ll save ops time, we’ll save approval time,” Tyler said. “That’s going to be a major, major win for us.”

Nomad’s role is not just to implement another tool. It is to help HiddenLayer translate its actual sales process into scalable systems.

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Supporting New Systems Without Adding New Operational Burden

The partnership has continued to expand beyond Salesforce administration. Beyond implementing RevCloud, Nomad has connected 3 other revenue systems into the Salesforce ecosystem: a new Partner Relationship Management platform, an AI BDR tool, and new website lead flows. Each new system adds operational complexity. Each platform requires a clean connection into Salesforce and the broader revenue process.

For Tyler, Nomad’s support reduces the internal burden of getting those systems live. The PRM implementation, for example, was expected to take approximately eight weeks. Without Nomad, Tyler anticipated that much of the technical work would fall on him or the internal team.

“I was just dreading doing it because that was going to be eight weeks of me not really being able to focus on my real job and having to focus on this implementation,” Tyler said.

Instead, HiddenLayer could rely on Nomad for the technical build-out and Salesforce support needed to keep the implementation on track.

The same value applied to the AI BDR implementation. HiddenLayer needed to ensure the tool could see the right Salesforce data, avoid contacting existing customers incorrectly, and use the right integration structure. Nomad helped support the technical requirements so the new system could be implemented without creating unnecessary risk for sales, IT, or operations.

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The ROI of an Embedded RevOps Partner

For HiddenLayer, Nomad’s value is not limited to one project or one platform. Across quoting, renewals, and new integrations, the measurable impact includes 20–30 hours saved per month on quoting, near-zero manual renewal validation, and 3 additional revenue systems connected into Salesforce.

The ROI comes from the cumulative impact of faster execution, fewer manual processes, better reporting, cleaner routing, and reduced dependency on internal technical bandwidth. Without Nomad, Tyler saw three less appealing alternatives.

The first was AI. For simple questions, AI can help. But for HiddenLayer’s level of Salesforce and revenue systems complexity, Tyler did not trust AI to produce reliable answers without extensive human oversight.

The second was hiring internally. That may make sense eventually, but hiring the right Salesforce admin is expensive, time-consuming, and still dependent on one person’s skill set and availability.

The third was outsourcing piecemeal work to offshore or disconnected vendors, creating challenges around time zones, communication, context, and system knowledge.

Nomad gave HiddenLayer a fourth option: a stateside partner who understood the business, knew the systems, and could collaborate in real time. “Having someone who is stateside or Canada-side, who knows our systems in and out, is available at the same hours we are, whether it’s Slack or impromptu Zoom calls, I would definitely recommend,” Tyler said.

For a growing company without a full-time certified Salesforce admin, Tyler’s advice was direct: “Nomad would be a no-brainer.”

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Why HiddenLayer Keeps Working with Nomad

The strength of the relationship comes from both technical expertise and the way the team works together. Tyler described Nomad as a partner that brings recommendations, not just task completion. On weekly calls, he often brings a list of problems or ideas. Nomad helps shape the better path forward.

“I come in with a notion, but Matt’s like, well, let’s do it this way. And it’s better and faster and smarter,” Tyler said.

That balance of strategic guidance and hands-on execution has made Nomad a trusted extension of HiddenLayer’s revenue operations team.

“Nomad is a subject matter expert that you can trust and rely on,” Tyler said. “They don’t take shortcuts. They find solutions and make recommendations that help both in the short term and the long term.”