Leveraging Native Integrations via Salesforce & Google Ecosystems with Greg Poirier, CEO of CloudKettle

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Greg Poirier, CEO of CloudKettle, joins The eCom Ops Podcast to discuss driving revenue with Salesforce and Google ecosystems, how understanding native integrations between these tools can impact many organisations and common mistakes that eCom operators make in making their analytics data.

Key Facts

  • Greg’s LinkedIn
  • CloudKettle website 
  • Greg holds an MBA in Marketing degree from Saint Mary’s University 
  • Greg has been associated with the sales and digital marketing industry for over fifteen years
  • Greg founded CloudKettle in 2015, a consultancy that helps enterprises build and optimise their revenue operations. It further leverages the use of technology and automation to simplify the entire marketing and sales process to maximise ROI for its clients 
  • CloudKettle uses various platforms such as Google Analytics and Spreadsheets to make the process user-friendly and customer-oriented while promoting their brand throughout


Key Takeaways 

  • [02:20-04:50] Greg developed an interest in eCom Operations after exploring various sales and digital marketing aspects. Throughout his fifteen years journey of sales and marketing, technology and automation prone software and processes such as Salesforce fascinated him the most. Greg loves analysing the rapid technological acquisition in the industry 
  • He realised that the entire sales cycle was time, money and labour-consuming, with a haphazard process of syncing data between various devices for storage of this tool. This realisation and years of experience led Greg to start his eCommerce marketing company that builds cost-effective sales processes in a well-integrated and automated work ecosystem
  • [05:15-10:10] Greg believes that an eCom marketing firm’s success lies in building a strong and secure enterprise for clients using Salesforce and integrating the company’s interests and expertise
  • He shares that attaining a balance and creating a native connection between the intersection of a Salesforce and Google Premier ecosystem can help optimise revenue growth for eCom players
  • Greg also explains that the rapid pace of digitalisation in this era calls for the structural database to make smart decisions for maintaining a loop of satisfied clients
  • Furthermore, he emphasises that simple tools like Marketing Cloud, Google Spreadsheets, and Google Analytics can help the companies relieve employees’ workload while enhancing customer’s pain points integration in the analysis. These applications can help you with extensive data synchronising and tiring massive exports, etc
  • A structured database allows you to analyse and segregate different segments and helps you plan efficient marketing and sales strategies/campaigns
  • [10:50-15:28] Greg shares that eCom Ops’ success lies in building a well-integrated and well-communicated work ecosystem, where all internal stakeholders are closely knitted throughout the sales cycle. “Communication gaps can lead to problems and negatively affect the ROI.”
  • Greg explains that communication is the sales-driving factor not only for the employees but also for the clients. Keeping a check on the clients after every couple of months via emails (open rate) and other methods like calls and messages can be effective in promoting the brand and keeping it fresh in the customer’s minds
  • [16:00- 19:28] At CloudKettle, an email “Health Check” is performed every 90 or 10 days to ensure that the brand reaches out to every person and subscriber in the database. This helps to analyse the number of audiences that is responsive and reachable and list down the customers that are no longer interested in your products or services
  • Greg advises marketers to not “overdo” or “underdo” the check. For example, irrelevant and too many emails to the client would be considered spam, while under-emailing would showcase incomplete statistics and lack of interest from the company’s end. “It is crucial to attaining balance for every tool that a firm tends to use, do not over or underdo anything.”
  • [20:00-27:37] Greg recommends that brands, especially large marketing firms, should consider hiring young, talented minds with a strong aptitude towards learning and growing to create an impeccable sales force and marketing team
  • [28:13-31:10] Greg believes that the biggest setback for companies aiming to automate their eCom operations is the temptation of using various automation tools at once. Instead of learning the basics of one useful tool, they tend to invest in many unknown tools and online platforms resulting in poor eCom outcomes
  • [32:00-39:00] Greg believes that automation is a huge success factor in eCom marketing and other areas because it creates a sophisticated and interlinked infrastructure for every company. Automation links the brand internally and externally, decreasing, if not eliminating, the chances of error
  • Moreover, Greg recommends going with the “MVP – Minimum Viable Product” model before buying any technological tool. He explains that this model works by collecting day-to-day stats on the employee and customer response on that tool, and if the tools prove beneficial after a month of trial, then there is no harm in investing in it


No.1 eCom operation’s hack

“Automation.” Greg believes that automation is a huge success factor in eCom marketing and other areas because it creates a sophisticated and interlinked infrastructure for every company. Automation links the brand internally and externally, decreasing, if not eliminating, the chances of error




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