How TireTrack Tripled Sales Outreach by Moving to Salesforce CRM

After the tire industry’s busy summer season, Daniel Saeli, Founder and CEO of TireTrack, was talking to more prospects than ever. But he struggled to keep track of them, and it was taking a toll on the business. “I was just using an Excel spreadsheet and it got pretty chaotic,” he explains.

Saeli was spinning a lot of plates. He was handling sales outreach alone, as well as acting as an owner-operator for the growing business. That spreadsheet quickly became a liability as he found himself stretched between competing priorities. There was no easy way to identify: which customers needed a call today, which should be nurtured for a few more months, or which fleets were actively evaluating tire vendors.

It became clear that the company’s dependence on spreadsheets was hindering business growth. The inefficiency was evident during a planned "heavy outreach" day. Saeli immediately noticed that instead of engaging in substantive calls, his time was consumed by the manual process of dialing from the spreadsheet, transferring numbers into his phone, and attempting to recall contact prioritization. It simply wasn’t efficient. 

TireTrack’s business model makes these follow-ups vital. Many fleets only reevaluate tire vendors once or twice a year and if you miss the right window, it can be months before you get another chance to engage. Without a system that could remember those timings and nudge him, he risked high-value opportunities slipping through his fingers.

Saeli realized that TireTrack’s growth depended on finding a new way to turn his list of leads into a manageable, repeatable pipeline. That meant implementing a system that would allow him to quickly engage and track prospects, without adding to his heavy workload.

Salesforce’s Free Suite replaced TireTrack’s manual approach and rapidly moved Saeli from the spreadsheet chaos to a structured sales engine. What surprised Saeli the most, was how quickly he was able to make the leap without the need for a Salesforce administrator to support, high costs, or a complex rollout. 

Starting with Salesforce’s Free Suite, Saeli rapidly set up accounts, contacts, and his follow-up tasks to mirror how his customers’ businesses work. Within hours, each prospective company had transformed from a static spreadsheet row to a dynamic account which Saeli could easily add owners, fleet managers, dispatchers, or other contacts to. Every conversation was logged with clear notes and follow-up tasks. That rich context was crucial for contacts who were categorized as the “call me back in a month” prospects. These contacts would often get lost in the spreadsheet, but now with Salesforce, he knew exactly who to call, at the right time, and with the right context to naturally restart the conversation. 

As a founder juggling both sales and operations, his organized task list acted as a virtual sales assistant. Saeli could return from meeting with potential partners or attending an industry event and have a clear list of sales priorities ready and waiting. If a fleet manager mentioned they’ll reevaluate vendors next year, his notes became a dated reminder rather than a line buried in a confusing spreadsheet.

Saeli quickly found that the structured system was transforming his business. Call volumes skyrocketed, from 150 calls per week before, to an upwards of 500 calls after implementing it. Those new leads were converting too! With TireTrack’s customer base growing by eight times since implementing Salesforce. Admin time fell as he immediately saved two hours per day – valuable time that Saeli could reinvest in growing the business. 

As a result, deciding to take the next step to upgrade to Salesforce Starter Suite was an easy decision. It would allow Saeli to have more control over his pipeline by building on his success on Salesforce’s Free Suite by working with larger accounts, creating more detailed lead lists, and enabling greater flexibility.

While Free Suite gave Saeli a simple, low-risk starting point without adding complexity, Starter offered even greater control over his sales process. It was all about finding a simple, scalable, reliable, and quick way to move customers forward — and that’s exactly what Salesforce provided.