Lawley is an American insurance company. Just like many other similar companies, they struggle with sales, and particularly with their sales pipeline (i.e., their system for generating and following up on sales leads). And just like many other companies, they use Salesforce, a popular SaaS-provider, for their CRM (Customer Relationship Management) system. The problem, however, is that all such systems are only as good as the data put into them, and putting in correct information for, for example, sales leads is neither fun nor easy. As a result, Lawley ended up with a pipeline for sales that was a mess, including but not limited to leads with incomplete information or leads that were too old to be viable. Gamifi cation to the rescue!