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FUELLING GROWTH THROUGH A SMART CRM PLATFORM
● MARTECH
● CRM PLATFORM DESIGN
A fully customised Salesforce implementation that unified sales activity, improved data quality, and enabled smarter targeting and automation across marketing and sales.
THE CHALLENGE
The client needed a CRM that could support a complex B2B sales process across multiple products while improving visibility, consistency, and follow-up. Sales data was spread across Excel spreadsheets, resulting in poor data quality, limited reporting, and no reliable way to run segmented outreach or track performance end-to-end.
The challenge was to design a scalable Salesforce setup that aligned with real sales behaviour while cleaning and migrating 50,000 legacy records without disrupting day-to-day operations.
DESIGNING A CRM AROUND REAL SALES BEHAVIOUR
THE DISCOVERY
THE BUILD
Rather than forcing the business into a generic CRM structure, the project began with detailed discovery and process mapping to understand how leads progressed, how opportunities were created across products, and what data sales teams actually needed at each stage.
From there, I designed a tailored Salesforce architecture with custom fields, objects, and validation rules to standardise data capture and eliminate inconsistencies. Automated flows were built to progress leads and opportunities based on defined criteria, reduce manual admin, and trigger timely task creation and nurture journeys.
THE LAUNCH
After a phase of iterative testing, refinement, and user feedback to ensure the system supported real-world use, the CRM was rolled out across the organisation. Structured data cleansing and migration of 50,000 records followed, as well as comprehensive staff training and coaching to ensure smooth adoption, accuracy, and immediate value from day one.
THE STORY OF SUCCESS
12
WEEKS FROM DISCOVERY TO LAUNCH
+19%
LEAD
CONVERSION RATE
+35%
CAMPAIGN EFFECTIVENESS
KEY LEARNINGS
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Deep process mapping upfront is critical to designing CRM systems that teams actually use
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Data structure and validation are as important as automation for long-term CRM success
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Salesforce flows unlock significant efficiency when aligned to real sales criteria
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Adoption improves dramatically when training is tied to daily workflows, not features