Turning Language Skills Into Career Opportunities: How LTI Scales Their Mission with Salesforce

Big Mission, Disconnected System

Language Testing International (LTI) was built on a simple belief: Language unlocks opportunity. LTI provides language testing and formal accreditation for businesses and individuals, helping people communicate across cultures — and in doing so, opening doors to careers, communities, and experiences they couldn't reach before.

Demand is growing. According to LTI's research, more employees believe multilingual skills deserve recognition more than ever before and people from every corner of the world are turning to LTI to certify theirs. To serve that demand, the business needed one thing above all: Credibility. Unfortunately, their disconnected customer relationship management (CRM) tools were making that an uphill battle.

Before Salesforce, everything lived in email. Key details were trapped in individual inboxes and every time someone left the company, that knowledge walked out with them. Reps couldn't pull up a customer's account history, see what service they were interested in, or pick up where someone else left off. Without that context, every conversation started from scratch.

This threw finance, marketing, and customer success teams into permanent misalignment. If someone in marketing needed a customer profile, or a sales rep needed contact details for a client, there was simply no way to get it fast. The infrastructure wasn't there. That inability to engage clients quickly meant slower responses, weaker relationships, and compounding delays — to revenue and to the people LTI were trying to serve.

The revenue impact was real. But the bigger cost was trust. As Mark Dulsky, Director of Operations at LTI puts it: “If we don't know our own customer base, they have no reason to trust us.”

Turning Language Skills into Opportunities for Life

Moving to Salesforce gave the team something they didn’t have before: Accountability. “The calls were happening, the conversations were real, but none of it was being captured,” explains Dulsky. “By building Salesforce into our everyday workflow, we can feed all of our data into our reporting, which makes account management easier because we can see everything and ask the right questions.”

Now, when a new sales representative joins the team, they have the whole picture. Every lead, contact, and account is recorded in Salesforce — so anyone can pick up exactly where their predecessor left off, regardless of department or tenure. The result: Customer resolution time has dropped dramatically, and no institutional knowledge walks out the door when someone moves on.

That foundation also unlocked a new level of ambition on the business-to-business ( B2B) side. As the sales team started landing more complex deals, they needed more than a gut feeling. They needed reliable, structured data they could actually act on.

“We finally have the insights into our customers, product, and revenue that we need,” Marilyn Burgos, Marketing Specialist at LTI notes. At the same time, they now have a clear, centralized overview of sales pipelines, meaning they could start properly forecasting for the first time. Finally, they could start setting themselves up to sustain their ambition. 

Efficiency is just the beginning. Salesforce has also fundamentally changed how sales and marketing work together — closing the gap between the two teams and making every campaign feel more intentional. When the team adopted Salesforce Engage, the connection was immediate. “We started using Salesforce Engage for localizing different marketing campaigns, whether in California or New York,” Dulsky explains. Customer support cases now feed directly into staff training too, continuously raising the bar on service quality.

Salesforce Unlimited Edition expanded what the team could do — more artificial intelligence (AI) capabilities, richer data features, and a broader product range to match their growing ambition. The impact on lead generation was almost immediate: Better personalization meant higher-quality inbound leads, and smarter routing meant the right rep picked up every deal, faster. Better yet, this is all possible without switching tools, since Salesforce remembers everything about the business and provides contextual intelligence to every interaction. No team is left in the dark, and no customer is left hanging.

Tableau took their reporting a step further. By integrating it directly with Salesforce, the sales team never has to leave the platform to view a report — everything lives in one dashboard. “The sales team doesn't have to leave Salesforce to view a report generated in Tableau,” says Dulsky. That seamless interoperability keeps the team focused, helps marketing segment customers more precisely, and drives better open rates and conversions downstream.

One Team. One Platform. One Connection.

Before Salesforce, LTI's marketing, sales, and customer service teams weren't really working together — they were working in parallel. Salesforce changed that. By replacing guesswork with organized, centralized data, the team finally got what they'd been missing: A single, coherent view of the customer.

The day-to-day impact is just as real. Salesforce integrates tools like Outlook to keep everyone's calendars in sync and DocuSign to make contract renewals effortless. Every employee has the context they need, right when they need it — so they can help customers quickly, and stay connected on one platform. With plans to bring even more of their communication tools into the Salesforce ecosystem, the team is betting on a single trusted source, one where conversations and customer data live side by side.

LTI is on a clear path forward, expanding their reach, serving more learners and businesses around the world, and doing it with a team that's more aligned than it's ever been.

Ready to turn customer interactions into long-term connections? Get started for free with Salesforce Suites or activate Foundations to try out Agentforce today.