M3M Noida improves decision-making quality by 50% with Tableau

Bringing together a business run on disconnected systems

M3M Noida has built a strong technology ecosystem to support its operations across the real estate lifecycle—from land acquisition, project design & development, project sales & customer engagement to project delivery. As the business evolved, specialised platforms such as Salesforce, SAP, and Visilean were implemented to support different functions and their specific needs.

The next challenge cum opportunity was to connect these systems and bring their data together, creating a more unified view of business performance. Processes such as tracking a customer journey end-to-end, consolidating operational data, and preparing cross-functional reports often required information to be brought together from multiple sources.

By creating a unified reporting, M3M Noida aimed to build on its existing technology investments and provide leadership with a comprehensive view of both financial and non-financial KPIs—enabling faster, more informed decision-making.

6 unified dashboards give leadership a 360-degree operational view

With the data lake in place, M3M Noida built six core dashboards, each pulling together previously siloed information into one connected view: L1 (a top-level corporate view for senior management), Projects (combining SAP and Visilean), Pre-sales (Salesforce-driven), Sales (SFDC and SAP integration), CRM (demand and financial matters), and Finance (cash flow). Dashboards can now combine data from multiple enterprise systems rather than relying on a single source. For example, the CRM dashboard brings together demand amount and payment schedule from SAP with forecasted collection milestone date from Visilean, providing a more comprehensive view for  Company’s future fund inflows.

M3M Noida’s L1 dashboard Which gives a corporate-level view now that aggregates financial health, regular updates against annual operating plans and project lifecycle profitability into a single screen for senior leadership. Information now previously required consolidation from multiple departmental reports is now available through a unified view giving management a comprehensive and consistent perspective of business performance.

While the dashboards have transformed M3M Noida’s review mechanism today, the buildout was labour-intensive. The team dedicated weeks in refining data lake & writing codes and further its visualizations before the dashboards came together. M3M Noida collaborated closely with its implementation partner, Scatterpie, on inter connecting pre-sales, projects, sales, CRM, and finance through the data lake concept. 

Automated alerts catch critical issues before they become costly

M3M Noida’s diverse operational systems also created an opportunity to strengthen the monitoring of time-sensitive obligations. For instance, it strengthen the tracking of Bank Guarantees and indemnity bonds’ expiry through dashboards across different vendor/contractors could be further strengthened through this dashboard, enabling teams to identify upcoming expiries proactively and take timely action.

With everything now flowing into a unified view, the system enables the team to act proactively. It generates early alerts for exactly these kinds of issues, giving management the chance to pause payments and resolve collateral gaps before funds move to contractors.

The same view additionally automates milestone tracking. By integrating Visilean with SAP, the completion of a critical construction milestone — such as roof slab casting — is immediately reflected on the CRM representative's dashboard, prompting the next step in the process without any dependency on a manual notification from the site team. This eliminates a recurring and preventable source of delay in the payment cycle.

Combined financial and non-financial KPIs improve decision-making quality by 50%

With Tableau, M3M Noida's Annual Operating Plans now has financial and non-financial KPIs into the same view. The combination lets management do more than track performance. For example, it assists in correlating projects cash inflows with delays in project milestones on the same dashboard, which were previously visible in separate systems.

The team has also developed its own performance concepts on top of this foundation, including "Loss of Delay," which quantifies the financial cost of inflation and missed opportunity when a project timeline slips, and a comparison of "Earned Value" against cash expenditure, to confirm that payment milestones track actual progress rather than just cash movement. Read together, the two lines show whether advances are running ahead of work done, or work is running ahead of the payment schedule.

Transforming Pre-Sales and Sales Performance with AI-Integrated Sentiment Analysis

Alongside Tableau, M3M Noida runs its pre-sales function on Salesforce – with AI scripts analyzing sentiment across customer conversations. Lead capture and click-to-call functionality are managed on the same platform, with Salesforce also carrying over into post-sales activity, including customer requests, query resolution, and feedback capture.

M3M Noida protect customer privacy with the click-to-call feature. By masking sensitive data on both sides of the conversation - the agent never sees the customer's number, and the customer never sees the agent's.

Tableau enabled M3M Noida to build on its existing reporting ecosystem by connecting data across projects, finance, CRM, pre sales and sales into a unified view. By bringing insights from multiple dashboards and enterprise systems together, the solution provides leadership with a comprehensive, 360-degree perspective of business performance in one place—supporting more connected, on time information, data-driven decision-making across the organization.

The impact has been felt beyond Noida too. Corporate leadership has responded positively to the depth and presentation of the data emerging from this implementation. 

M3M Noida’s team also describes itself as a pioneer in North India’s real estate market for this level of integrated Tableau dashboards deployment. A point of real pride, they reached this goal after working with Salesforce account managers and their implementation partner to see how their build compared to others in the region.

Looking ahead, M3M Noida's roadmap centers on AI analytics and deeper automation. The team is exploring Tableau Pulse for AI-driven predictive analysis, evaluating Mulesoft to digitize documents, exploring 4D BIM models & image processing on 360 degree construction site shoots and developing Continuous Control Monitoring (CCM) to detect data anomalies and process errors without manual review.

"Salesforce has really been nothing less than a game-changer," says Mr.Dheeraj Arora, President Operations, M3M Noida. "It is no more software. It is a journey, part of our process. It equips us with the right information, the right data points, to know what we want to do and how to re-tune our systems. For us, in the real estate business, it's nothing less than a lifeline for us to breathe."