The Challenge
As competition increased and SaskTel expanded beyond its traditional stronghold, the Business Solutions & Services (BS&S) division needed greater visibility into its sales pipeline to sustain growth. Existing processes relied heavily on intuition and incomplete data, limiting the team’s ability to confidently prioritize opportunities and improve conversion rates.
- Sales teams estimated opportunity win likelihood largely through gut checks and partial data.
- Limited analytical guidance made it difficult to prioritize deals effectively.
- High-potential opportunities were sometimes missed, while others stalled or dropped out of the pipeline.
- Sales leaders lacked real-time, fact-based insights to manage pipeline health and forecast outcomes.
- These challenges slowed contract conversion and impacted revenue and margin targets.
SaskTel is Saskatchewan’s leading Information and Communications Technology (ICT) provider, with over $1.3 billion in annual revenue and approximately 1.4 million customer connections.
With a workforce of 3,300+ FTEs and over 100 years of experience, SaskTel delivers voice, data, wireless, maxTV, cloud, and security services across the province and beyond.
”The traditional sales tactics are not producing the same results they once did, and sales teams are under greater pressure to deliver. Our business systems are giving us access to more data than we ever had previously, but it is beyond human capabilities to derive value from that data and drive sales. By leveraging tools like SalesInsights, SaskTel has been increasing our total year-over-year revenue by 2.2%. We are better understanding the strategies and practices that our top sales reps have been deploying for years, and are using that information to empower all our sales teams, driving more revenue.
Thomas BoxallSolution Architect
The Solution
To modernize its sales operations, BS&S implemented SalesChoice SalesInsights™, an AI-powered sales forecasting and pipeline analytics solution embedded directly within Salesforce. The solution was customized to SaskTel’s specific sales motions, enabling consistent, data-driven decision-making across teams.
- Deployed SalesChoice SalesInsights™ within the existing Salesforce environment.
- Customized AI models to reflect BS&S deal structures, sales cycles, and business realities.
- Delivered real-time visibility into opportunity health, win probabilities, and data completeness.
- Provided a unified Salesforce dashboard for all sales reps to support consistent deal reviews and actionability.
- Enabled advanced analytics and financial insights for leadership through Power BI.
- Embedded real-time coaching insights to help sales teams take targeted actions to move deals forward.
”As technologies change, so must our approach to sales. Sales roles now involve considerably mor analytical and sales leadership skills than the social encounters and contract-signing roles of previous decades. Thanks to SalesChoice, we're making progress.
David EkstrandVice President of Business Sales and Solutions
With AI-driven insights in place, BS&S gained a modern, predictive approach to managing its sales pipeline. The solution quickly became a core part of sales reviews and forecasting, helping teams act earlier, prioritize more effectively, and improve overall performance.
- Achieved up to 80% prediction accuracy, significantly increasing forecast confidence.
- Enabled near real-time forecasting of revenue expected to reach contract signature.
- Improved pipeline health assessment against quotas and growth targets.
- Helped sales teams prioritize deals based on predictive win likelihood and reset expectations where needed.
- Increased visibility into data gaps and accountability for improving Salesforce data quality.
- Modernized sales pipeline operating processes and analytics practices.
- Delivered a positive ROI in under 12 months, supporting BS&S’s return to a growth position after years of revenue decline.
”We would absolutely recommend engaging SalesChoice to help you with Opportunity management within Salesforce.
Darren CarlsonBusiness Consulting Manager
