Salesforce Multi-Lookup CRM for a US $76B Alternative Investor

Client Overview

A U.S.-based alternative investment firm, established in 2008, managing $76B in assets under management (AUM). The firm invests across the credit spectrum, spanning senior secured debt to subordinated strategies, and operates across both liquid and illiquid credit markets.

Problem Statement

The client required the ability to reference multiple Relationship Managers (RMs) within Salesforce while maintaining data reliability and governance. Their existing setup relied on dependency-heavy logic that was difficult to maintain, increased technical risk, and threatened field-level accuracy, reporting consistency, and long-term CRM scalability.

Solution Provided

Decimal Point Analytics implemented a scalable, governance-ready Salesforce architecture designed to support multi-lookup functionality without compromising data integrity.

• Multi-lookup enablement in Salesforce
  Designed and deployed a custom field framework to capture and reference multiple RM values within a single logical construct.
• Automation with control
  Used Salesforce Flow for streamlined user actions, supported by Apex where stronger logic and validation were required.
• Historical data preservation
  Built a batch-driven process to replicate and map legacy RM data into the new structure, ensuring continuity, auditability, and compliance.
• CXO-friendly usability
  Delivered a simplified UI to improve user adoption while reducing operational friction.

Outcome

• Reduced CRM complexity and maintenance risk by simplifying dependency-heavy relationships
• Improved data consistency across RM-linked fields, strengthening reporting and downstream workflows
• Preserved historical context while modernizing the data model, protecting institutional knowledge and audit trails
• Enabled faster, CXO-ready analysis through cleaner Salesforce relationship data

Key Takeaways

• Multi-lookup functionality in Salesforce can be implemented without introducing long-term technical debt
• Preserving historical data is critical when redesigning CRM architecture for regulated, investor-facing environments
• A balanced Flow + Apex approach improves control, usability, and scalability

Closing CTA

If your Salesforce environment is carrying operational risk due to complex relationship logic, Decimal Point Analytics can help modernize your CRM architecture for scale, integrity, and adoption.

Talk to our Salesforce experts.