TASC Outsourcing is a multinational recruitment, staffing, and HR solutions firm with a presence in India and the Middle East. With over 15 years of experience, TASC excels at delivering innovative services ranging from contract staffing and permanent recruitment, to HR management and payroll outsourcing.
To accelerate growth, TASC needed a dedicated sales solution powered by AI
Growth has always been at the heart of TASC’s journey. Over the past 18 years, the company has scaled up into a multi-brand business with 8,000+ associates and 500+ customers across India, the UAE, and Saudi Arabia. Now, their goal is to harness tier 1 technologies and the power of AI to accelerate momentum.
Customer obsession remains TASC’s compass. Every technology they invest in is aimed at empowering teams to serve customers faster and better. Nowhere is this more critical than in sales.
Previously, sales reps relied on the company’s applicant tracking system (ATS) to manage leads and customer interactions. Although workable, the system was designed primarily for recruitment, not sales. Leads had to be manually sourced and nurtured. Moreover, pipeline visibility was limited.
Recognising that sales reps needed a dedicated, AI-driven sales solution to power the next phase of growth, TASC turned to Salesforce.
“We wanted a tier 1 AI-powered CRM platform that would help us capture and act on leads faster,” says Richard Jackson, COO, TASC Outsourcing. “Salesforce was the clear choice. Not only does it give us the flexibility to design our own workflows – it also empowers our sales team with intelligent AI and real-time insights to do their best work.”
Early-stage sales is all about volume and persistence – and Agentforce delivers on both counts. With one AI agent sourcing leads and another running outreach, we expect to have a much richer pipeline.
Richard JacksonCOO, TASC Outsourcing
AI agents automate lead sourcing and engagement, ensuring that no leads fall through the cracks
TASC’s first order of business was to automate the tasks involved in early-stage selling – including lead sourcing, qualification, and outreach. This would free up sales reps to focus on higher-value conversations.
Using Agentforce – the agentic layer of the Salesforce platform – TASC built two powerful, autonomous AI agents. The first, a lead sourcing agent, and the second, a lead engagement agent, work alongside the sales team 24/7 to boost sales productivity.
When sales reps prompt the lead sourcing agent to find potential customers (i.e., B2B organisations), it instantly plugs into databases like ZoomInfo and LinkedIn to shortlist, enrich, and qualify leads at scale. The data is then populated in a dynamic form on Salesforce – so, sales reps always have a clean pipeline of warm opportunities.
From there, account managers can directly reach out to prospects, or leave that to Agentforce. The lead engagement agent automatically drafts personalised emails, sends follow up messages, and even schedules meetings with sales reps via in-built Outlook calendar integrations. This way, leads are followed up on fast, and kept engaged till they’re sales-ready.
“Previously, our sales team would manually export contact lists from ZoomInfo, and send out one bulk email that typically yielded a response rate of 0.33%,” explains Damian Brennan, Group VP of Marketing, TASC Outsourcing. “But now that Agentforce automatically follows up with prospects through personalised and well-timed emails, our response rates have increased nearly 6x to 1.93%.”
To maintain transparency, all emails from Agentforce clearly indicate that they’ve been sent by an AI agent, not a human. This is in keeping with Salesforce’s commitment to openness and trust.
Thus far, TASC’s Agentforce pilot has seen promising results. The lead sourcing agent has transformed 3,566 raw records from lead databases into 2,378 enriched records, ultimately creating 2,194 actionable leads.
Meanwhile, the lead engagement agent has followed up with 5,100 leads at a speed and scale far beyond what a human rep can manage. Twenty-two leads have already evinced interest, and 13 of them have been converted into business meetings. Four have even been offered a proposal.
The whole process is so streamlined that leads don’t go cold or fall through the cracks.
TASC is now scaling up Agentforce across the sales organisation. The AI agent even has a name – TARA (TASC acceleration revenue agent) – underscoring its role as a trusted team member.
Automation speeds up sales proposal creation, reducing the number of clicks by 25%
With Salesforce Sales Cloud, TASC has digitalised their sales processes. Every customer call, meeting, and proposal is recorded on the platform.
As soon as a sales opportunity is identified, Salesforce automatically generates a cost sheet that calculates the margins and profitability of the deal. If a margin falls below pre-defined thresholds, the deal is automatically routed to sales and finance leaders for a sign-off. This ensures that pricing stays disciplined to protect TASC’s profitability.
Once the cost sheet is approved, a proposal is automatically created. All customer and commercial details are auto-populated directly from Salesforce, reducing the number of clicks per proposal by 25%.
Since Salesforce is integrated with e-signature software, proposals can be signed and uploaded seamlessly, eliminating the need for a full-time coordinator to oversee the process.
If teams want to check a proposal’s status, they no longer have to spend up to 10 minutes each time looking for the right information. Salesforce provides real-time proposal status updates. It also helps standardise proposals and cost sheets to maintain brand consistency.
Soon, KYC and contract workflows will be automated through the platform.
As part of this entire transformation, TASC has integrated Salesforce with their ATS and ERP systems. New opportunities created on Salesforce are directly communicated to the ATS. For example, if a customer needs five software engineers, a matching job record is created in the ATS for recruiters to follow up on. And as potential candidates are shortlisted, the updates sync back to Salesforce. As a result, sales reps and recruiters are always aligned.
Similarly, when cost sheets and proposals are created on Salesforce, the information automatically flows into TASC’s ERP platform for the finance team to track in real time.
“We wanted to build traceability and accountability across every step,” says Sudheer Noohu, Group Head of Technology, TASC Outsourcing. “By integrating Salesforce with our other enterprise systems, we’ve created a connected workflow where information doesn’t sit in silos but moves freely across systems. This helps us generate more meaningful insights.”
With automated pipeline reporting, 15% of dead leads have been revived and turned into opportunities
TASC has made Salesforce the central hub of their sales and marketing operations. Teams now have a unified view of sales and customer data which helps them generate more targeted campaigns, and make better-informed decisions.
“Before Salesforce, we had little, if any, visibility into our sales pipeline since the data was fragmented across spreadsheets,” says Brennan. “But with Salesforce, we can instantly see which leads are progressing, which ones are being neglected, which opportunities are generating real revenue, and more.”
By automating pipeline reporting, TASC has saved up to two hours per week. There’s been a 20% increase in marketing-attributed leads which were previously mis-reported. Moreover, 15% of dead or unqualified leads have been revived and turned into opportunities.
Tableau provides additional insights on sales performance across regions, enabling sales leaders to make faster and better-informed business decisions.
TASC’s initial Salesforce implementation was supported by Techila Global Services who helped put in place a strong foundation for digital transformation.
To manage the more complex requirements of Agentforce, TASC engaged specialist partner, realfast.ai. Together, they developed precise prompts for the AI agent to fetch and filter leads from various databases. A custom UI was also created to dynamically display shortlisted leads.
The next step was to create a core email structure for the AI agent to engage with prospects. Email frequency, timing, tone, and content were pre-defined based on TASC’s SOP.
The AI agent is now being fine-tuned based on user feedback. For example, some sales users have requested more flexibility to personalise the outreach emails sent by AI.
“We’ve had a great team in place to ensure that our Salesforce implementation goes smoothly,” says Noohu. “Techila Global Services helped us put the building blocks in place, while, realfast.ai supplied the specialised AI knowledge and expertise needed to bring Agentforce to life.”
Next: Deepen the use of AI and automation to catalyse growth
TASC is now replacing all live chat on their website with Agentforce. AI agents will intuitively qualify prospects, screen out job seekers, and feed clean leads straight into Salesforce.
An AI recruiter is also being built to autonomously source and shortlist candidates for customers based on uploaded job descriptions.
Backed by these ambitious plans, TASC plans to consolidate their leadership in the UAE and Saudi Arabia, while also expanding into new geographies. Growth will be powered by AI and automation across every function – be it sales, finance, marketing, or service.
“Even after 18 years, we call ourselves a startup because we’re constantly looking to grow and innovate,” says Brennan. “In the long term, our vision is to evolve from a pure staffing agency into an end-to-end solution consultancy and technology-first company that continues to create lasting impact.”
Sales is very often a numbers game. The more leads you pursue, the greater your chances of conversion. But when every lead has to be sourced, qualified, and followed up on manually, scaling at speed becomes impossible.
TASC is changing that equation with Agentforce. AI agents autonomously handle all the heavy-lifting in early-stage sales – from capturing and screening leads, to sending out emails. So, sales reps can spend more time building meaningful customer relationships, and closing deals.
“By using Agentforce to automate lead sourcing and engagement, we’re ensuring that no opportunity is lost,” says Sharun Goyal, Salesforce Manager, TASC Outsourcing. “Agentforce doesn’t simply flood the funnel with noise. It delivers qualified leads that our sales reps can act on immediately. The fact that our customers are already engaging with the AI agents is a testament to Agentforce’s power.”
