Batteries Plus operates more than 700 stores across the United States, a mix of corporate-owned and franchise locations, selling batteries, providing device repair, and offering power services. The company has long served commercial customers alongside its consumer retail base. In 2021, Batteries Plus refreshed its commercial go-to-market strategy, and commercial has been a growth engine ever since.
Sustaining that growth meant reaching far more prospects than the small commercial sales team could work alone — more than 100,000 of them sitting in the CRM. Some were leads who had visited a store or browsed online. Others were existing contacts who’d gone dormant.
“We’re targeting continued double-digit growth in commercial, and reaching that scale with new hires alone would take years. Agentforce lets us cover more of the market without waiting on headcount,” said Jeff Swiatek, a senior sales executive at Batteries Plus.
Agentforce gave the team a way to start small and prove value before expanding. What followed is a multi-agent deployment now working through the backlog and turning dormant pipeline into active opportunities.
Using multiple agents to scale email sends
One initial technical constraint the team solved with Agentforce involved email send limits. Batteries Plus uses Google Workspace for email. Google caps outbound sending at roughly 2,000 emails per day per account. At the time of the rollout, BCC handling in Einstein Activity Capture nudged each agent closer to 1,000 sends per day — a ceiling that has since been raised. For a team trying to reach more than 100,000 prospects, a single AI agent operating within those constraints would take months to clear the backlog.
So the team deployed multiple agents in parallel, each with its own dedicated Gmail account and its own daily sending limit.
Reaching prospects at scale also means reaching the right ones with the right message. Each agent tailors outreach by industry and prior purchase signals. For example, a contractor hears about jobsite power solutions, and a fleet manager hears about vehicle batteries. Generic blasts give way to industry-specific outreach grounded in each customer’s history with Batteries Plus. Opt-in status is respected automatically, with opt-outs removed from future outreach across Agentforce and Marketing Cloud Account Engagement.
“This kind of tailored outreach used to be impossible at this volume,” said Jenna Kurkiewicz, Sales Operations Leader at Batteries Plus. “Our marketing team has been building the awareness and education layer for years, and that work is still central. What the agents add on top is tailored outreach by industry direct from a sales rep, asking for meetings and pulling in industry content. The agents work alongside our sales team, reaching dormant contacts and new leads at a scale our reps couldn’t cover on their own.”
Today, 10 agents run in production. Seven handle outreach to dormant contacts — existing customers who haven’t purchased in a while. Three handle leads — prospects who’ve never purchased before. The lead agents make first contact faster than a human rep could, so the sales team can spend their time on prospects ready for a real conversation.
Criteria-based routing: How 10 agents stay coordinated
Running 10 agents requires careful coordination. Which agent contacts which prospect? How do you prevent duplicates or gaps?
The team’s strategy uses criteria-based routing. For contacts, distribution is alphabetical by last name. Each of the seven contact agents owns a slice of the alphabet, roughly 15% of the total pool per agent. For leads, the three agents are distributed based on whether the store-location and industry fields are populated — splitting the lead pool roughly evenly across the three.
Every record maps to exactly one agent. Monitoring is shared across the Batteries Plus admin, the Salesforce account team, and Rosetree Solutions (the systems integrator partner that built the original two-agent pilot). Out-of-the-box limit management and message queuing absorb short-term volume spikes. If one agent’s bucket runs hot, records queue and process as capacity opens up over the week. So far in production, the team hasn’t needed to rebalance the routing criteria. If they did, it would be a quick change in the agent assignment UI — config, not an Apex or Flow update. Leads that don’t qualify — for example, opt-outs or records missing an email — are held back from agentic outreach until their data is complete.
From the recipient’s side, none of this complexity is visible. Because each prospect is assigned to a single agent, each person’s inbox shows a single, consistent email thread — same sender, same tone, same continuity from outreach through reply. The multi-agent architecture is an internal scaling pattern, so what each prospect sees is one ongoing conversation.
What happens after a prospect replies depends on intent. When someone responds ready to connect, the agent sends a calendar link. When they ask for a phone call instead, the agent recognizes the intent and creates a task in Agentforce Sales for a human rep to follow up. Guardrails route other replies to a human, so the team handles the judgment calls.
Prompt templates as a single source of truth
With 10 agents running simultaneously, consistency matters. Rosetree Solutions had implemented prompt templates from the start of the original pilot, and that pattern proved invaluable when the team scaled from two agents to ten. All 10 agents pull tone, messaging, and response logic from the same shared custom prompt templates.
When the team fine-tunes a prompt based on performance data, they update it once, and every agent inherits the change. Without this pattern, the same edit would require touching 10 separate configurations and risking drift between them.
Two messaging archetypes live in the templates: one calibrated for re-engaging contacts, one written to introduce the brand to leads. The agents themselves stay lightweight, pulling whichever template fits their assigned audience.
The results so far
The pilot agent booked its first meeting within one day of going live. In the first week, the system worked through leads that had sat untouched for a month or more, converting dormant pipeline into active opportunities almost immediately.
Rosetree Solutions built the original two-agent pilot for corporate-owned stores — roughly 30% of Batteries Plus’s total sales. Within the first three months, the pilot generated more than $220K in pipeline across 55 opportunities. Opportunity volume built gradually as the team scaled the launch. That early signal cleared the way for Salesforce’s Forward Deployed Engineer (FDE) team to come in and scale the architecture to 10 agents covering franchise locations as well — the remaining 70% of sales.
Since the multi-agent architecture went live in April:
- 423,000+ personalized outreach messages sent
- 330+ meeting or phone-call requests from agent outreach
- 764 opportunities created
- $14M in total sales pipeline
“The marketing piece was first. Now agents are next. Data 360 will be the piece after that. It’s been an evolution of Salesforce, and we’re getting more and more adoption across our commercial team and franchise network,” said Swiatek. “We have a long way to go before every rep and franchise owner is getting the most out of the platform, but we’re moving in the right direction.”
The team behind the deployment
Batteries Plus operates with one Salesforce admin and no in-house developers. The deployment was a three-way collaboration:
- The Batteries Plus admin manages day-to-day configuration and monitoring
- Rosetree Solutions (SI partner) handles production issues, complex business requirements, and ongoing execution
- A three-person Salesforce pod — two FDEs and a deployment strategist — focuses on architecture decisions, scaling strategy, and product alignment
The team met every other day during the active engagement with a deliberate operating model. The FDE team met with the product team on roadmap and technical constraints, while the SI partner translated decisions into implementation for the customer.
The FDE team also used Claude Code to analyze the existing org. Within 20 minutes, they produced a complete map of all automations running on accounts, contacts, and leads, plus syncing jobs from upstream systems. For a team without developer resources, this kind of automated analysis replaced hours of manual discovery work.
What comes next
Beyond the roadmap of new agents and channels, the team has a clear-eyed view of what makes multi-agent architecture actually work. “Implementing new technology forces us to think about our data integrity and our workflows. Those are foundational, behind-the-scenes things that people can forget exist,” said Kurkiewicz. “You can’t just flip a switch. You’re trying to get the agent to work your own sales process, the way you’d lean into those customers yourself, and have it replicate that. If you don’t have that foundation as an organization, this would be really difficult.”
Batteries Plus is expanding the deployment in two directions. First, rolling agents out to all franchise locations. Second, evaluating voice options — Agentforce Voice among them — to close a known gap: Franchise employees managing in-store foot traffic miss a meaningful share of inbound calls.
Given the trajectory of the pilot, the multi-agent architecture gives Batteries Plus a credible path to its growth targets, freeing the sales team to focus on high-intent leads and complex deals.
The team is piloting Salesforce’s newer Customer Engagement Agent, built on Agent Script and designed for high-volume marketing pipelines, as the next-generation foundation for this kind of architecture. This new agent type delivers personalized, campaign-tailored outreach at marketing scale. It lives on customers’ ecommerce sites, offering sales support chat to inbound visitors and autonomously generating leads in the CRM. Rosetree Solutions is also building a set of agents that follow up with churned or lapsed customers after the first cadence — same architecture, different value proposition and message sequence.
“There are a hundred things we could have these agents do. We chose two and have stuck with them: talking to customers who have gone dormant and talking to new leads as they come in. We’re trying to prove them out,” said Swiatek. “Instead of doing 10 things all at once, we focused on those two and are trying to make them as good as possible, with the biggest return possible.”
Curious what agentic outreach could do for your pipeline? Learn more about Agentforce here.