Entrust Unifies Global Sales & Support with Q-assign Automation

Entrust transformed its global lead and case assignment processes with Q-assign, overcoming the limitations of Salesforce's native routing tools. Facing challenges with fragmented workflows, manual territory updates, SLA delays, and GDPR compliance risks, Entrust implemented Q-assign to unify assignment across Sales and Support—automating critical routing and reclaiming full-time resources.

  • 3 day SLA reduction through fair, automated case routing
  • 104 seconds Real-time routing every 30s

"We've reduced SLA targets by an entire day — something we couldn't consider before Q-assign."

Customer snapshot

  • Account: Entrust
  • Industry: Identity & Security
  • Employees: 2,500+
  • Department: Sales & Revenue Operations / Support
  • Products: Salesforce Sales & Service Cloud

Challenge

Entrust faced a series of operational bottlenecks that slowed responsiveness, strained admin resources, and introduced compliance risk. Fragmented workflows and rigid assignment rules hindered both Sales and Support teams across global regions.

  • Rigid lead assignment rules made scaling across time zones difficult
  • Fragmented routing processes across departments created admin overload
  • Full-time roles devoted entirely to manual territory updates
  • Missed SLAs and fairness issues caused by agents cherry-picking easier cases.
  • GDPR compliance risks with non-EU agents accessing EU cases
  • Managers were left in the dark with no visibility into real-time case queues or agent performance.

Solution

To address these issues, Entrust implemented a unified Q-assign solution across departments. Automating lead and case routing, boosting agility, and empowering business users to manage logic without IT dependency.

  • Lead and case routing by country, region, time zone, industry, skill, and SLA
  • Real-time assignment every 30 seconds for immediate responsiveness
  • Point-and-click configuration enabled business users to manage logic without IT
  • Compliance rules ensured GDPR-sensitive data stayed protected
  • Dashboards offered real-time insights into workloads, routing, and agent behavior
  • Spam filtering and prioritization based on ACV, customer type, and urgency

Results

Since adopting Q-assign, Entrust has seen significant gains in efficiency, compliance, and performance. Benefits include freeing up resources, accelerating service, and improving visibility across the organisation.

  • Full-Time Roles Reclaimed
  • 1 Day SLA Reduction
  • Faster lead-to-MQL conversion
  • Unified process across Sales and Support
  • Fair case distribution & improved agent performance
  • Improved compliance
  • Manager visibility into workload and performance
  • Business teams can now update routing rules on their own. No IT, no code, just fast solutions to real problems.

Looking Ahead

With Q-assign now embedded across Sales and Support, Entrust is focused on scaling its automated assignment logic globally, maintaining full flexibility without admin overhead. The team continues to rely on real-time dashboards to drive performance improvements and ensure compliance with evolving data privacy requirements. By unifying routing processes across departments, Entrust is positioned for seamless, scalable growth.