Challenge

Teladoc Health is a global leader in virtual healthcare, serving millions of members across consumer and enterprise segments. Their B2B marketing operations team runs a lead management system that has to work across an architecture most marketing platforms were not designed for: a single Marketo instance feeding two separate Salesforce instances, each serving a distinct business segment with its own routing rules, sales queues, and campaign attribution requirements. Marketo can natively sync to one CRM. The second Salesforce instance had no automated lead path. Event lists of thousands of contacts were being processed manually — a cycle that took days from list receipt to salesperson assignment. There was no lead-to-account matching logic sophisticated enough to confidently convert leads to contacts or assign them to the correct account owner. And when the team evaluated how to solve it, the answer that kept coming back was a collection of point solutions — each one solving a narrow problem and locking the team into a fragmented, hard-to-scale architecture. That was the answer they decided to reject.

Solution

Teladoc Health chose Openprise specifically to avoid the point solution trap — wanting a platform that could grow with the company rather than locking the team into a narrow capability set. The architecture they built reflects that decision. Openprise sits at the center of the entire lead management process, connecting the single Marketo instance to both Salesforce instances and running all routing logic simultaneously. Lead-to-account matching happens first, using confidence levels — high, medium, and low — based on company name, email domain, website, and geographic location. High-confidence matches convert immediately to contacts and route to the account owner within minutes. Records that cannot be matched flow to routing logic driven by a data table the team maintains and updates in Openprise, ensuring every record has a defined path regardless of match confidence.

The second Salesforce instance — the one Marketo could not natively reach — was connected through a purpose-built Openprise process. The team built logic to identify the segment of each incoming record, infer which campaign or program it came from in Marketo, and assign it to the correct sales queue and campaign in that Salesforce instance automatically. Error handling was built in from the start using App Factory composite apps. Every step in the routing pipeline is fully observable — the team can see exactly when a record was matched, what account it matched to, and the precise cause of any conversion or assignment error. When an error occurs, the fix is applied and the record re-enters the flow automatically, reaching the salesperson within minutes rather than requiring manual reprocessing.

We have a single Marketo instance that flows into our primary Salesforce and a last business segment that lives in a separate Salesforce instance… all of this happens simultaneously because we can run everything simultaneously using Openprise. Openprise is the backbone of this entire process.

— Joe Giacalone, Senior Manager, B2B Marketing Operations, Teladoc Health

We decided we were either going to evaluate no-cost solutions we already had or do a very regimented evaluation of some of the best-in-class leaders… Spoiler: we went with Openprise because we didn't want to be cornered into a single point solution. We wanted to grow at scale, grow with the company, and really enjoy the people we were working with.

— Joe Giacalone, Teladoc Health

Impact

The most immediate change was processing speed. Event lists that previously took days to work through are now processed through a cycle that runs every 10 minutes — the same cadence as the native Marketo-to-Salesforce sync. There is never a window where a lead sits unassigned waiting for outreach. The business impact of that change is not just operational efficiency — it is speed-to-lead at the exact moment prospect intent is highest. A lead from a conference session or a product demo request reaches a salesperson in minutes rather than days, which changes the nature of the conversation that follows.

Routing accuracy is near-perfect. When the team uploads an event list containing thousands of records, only 3–5 typically require any manual review. Everything else routes correctly and automatically through the confidence-level matching logic and the data-table-driven routing rules built and maintained in Openprise. The App Factory error handling layer means that even those edge cases are resolved quickly — the system identifies the issue, the team makes the update, and the record processes through without further intervention or manual reprocessing.

The architectural decision to choose Openprise over a collection of point solutions has compounded in value over time. The team did not just solve the two-Salesforce routing problem — they built a platform capable of handling routing, lead-to-account matching, list loading, error handling, and multi-CRM orchestration in a single place. As Teladoc's business has grown and changed, the Openprise implementation has grown with it. The close partnership with the Openprise customer success team throughout the build was central to that outcome — and is exactly the kind of extensible, supported architecture the team was looking for when they ruled out the point solution approach from the start.

"We took something that at some point took days — we'd get an event list of thousands of people — to a cycle that runs every 10 minutes, the same way the Marketo sync to Salesforce runs. There's never a window where something is just sitting there waiting for outreach from a salesperson."

— Joe Giacalone, Teladoc Health

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