EVOLVE YOUR GTM 🚀
Stop fighting fragmented data and broken processes. We engineer high-velocity revenue infrastructure, AI-powered automation, and absolute pipeline transparency.
Turning operational complexity into a highly predictable growth engine.
Previous Projects:
✨ AI Powered Predictive Forecasting Engine
Challenge: The sales forecasting process was fundamentally broken. Management lacked clear visibility into deal health, and sales representatives struggled to identify which opportunities genuinely merited their time and focus.
Action: Designed and developed an AI-powered forecasting engine that analyses Gong transcripts, email activity, and sales representative sentiment. By parsing these data streams, the system evaluates deal health to predict the exact likelihood of an opportunity successfully closing.
🎯 Automated AI ICP Qualification Engine
Challenge: The Ideal Customer Profile (ICP) validation process was manual, prone to human error, and vulnerable to manipulation by sales representatives. This lack of data integrity was a major bottleneck, especially since validated ICP accounts historically demonstrated a 5X higher win rate.
Action: Engineered an automated qualification workflow directly within Salesforce using Gemini AI. The system extracts an account's website as an external identifier, enriches it with real-time vertical, revenue, and firmographic data, and cross-references it against defined ICP criteria. This seamlessly determines fit whilst delivering a transparent explanation of the underlying logic.
Outcome:
Massive Efficiency Gain: Drastically slashed manual account research time from 10–15 minutes down to under 5 seconds per account.
Instant Sales Enablement: Automatically generates clear qualification justification logic to guide front-line sales teams.
Data Integrity: Eliminated manual manipulation, establishing a single, trustworthy source of truth for high-value accounts.
⚡ Lead Distribution based on Intent
Challenge: Standard outbound cold outreach had diminishing returns and wasted massive sales effort. While the CRM and data platforms held key signals of when a prospect was highly likely to buy, reps lacked a systematic way to surface or action these high-intent moments in real time.
Action: Engineered an automated intent engagement scoring framework that unifies data to identify high-fit accounts at their peak buying window. Integrated this logic with a sticky round-robin distribution engine and automated multi-channel cadences including LinkedIn connection requests and targeted stakeholder emails.
Outcome:
High-Velocity Engagement: Shifted the outbound motion from speculative cold outreach to high-intent, timely engagement.
Efficiency Maximisation: Minimised wasted sales cycles and ensured representatives were consistently connecting with key decision-makers at the exact moment they were ready to buy.
📝 Sales Contract Automation -Quote-to-Cash
Challenge: The quoting and contracting process was a heavily manual bottleneck. Sales Reps spent unnecessary time choosing, drafting, and fixing errors on individual order forms and quotes.
Action: Overhauled a heavily manual, error-prone sales contract process by building a custom user wizard flow integrated with a legal software.
Outcome:
Administrative Relief:Automated the entire order-form generation loop based entirely on real-time CRM inputs, reducing administrative burden by hours per representative.
Zero-Error Contracting:Completely eliminated downstream drafting and legal errors between legal, management, and sales teams.
📊 Multi-Touch Marketing Attribution Model
Challenge: The marketing team lacked a data-driven way to qualify inbound leads, resulting in an inaccurate definition of Marketing Qualified Leads (MQLs). This gap created unreliable pipeline reporting and prevented leadership from accurately forecasting revenue performance.
Action: Revamped the core data model and integration between HubSpot and Salesforce to transition the business away from basic single-source lead tracking into comprehensive multi-touch attribution.
Outcome:
Full-Funnel Visibility: Enabled the marketing and sales teams to visualise the entire prospect journey from Lead to Closed Deal, unlocking the ability to accurately run full-funnel database nurturing.
Forecast Predictability: Replaced guesswork with data, significantly improving budgeting accuracy and quarterly revenue forecasting predictability.
🎧 AI Call Coaching & Conversation Intelligence Engine
Challenge: The sales and account management leadership teams lacked a scalable, automated way to monitor call quality or deliver targeted feedback. This gap slowed down new hire onboarding times, increased the risk of inconsistent messaging, and left customer-facing reps without actionable insights to improve their closing rates.
Action: Built a custom AI-powered conversation intelligence API integration that automatically processes prospect and customer calls. By mapping discussions against internal sales playbooks and EBR frameworks, it programmatically delivers tailored performance and coaching summaries directly to reps and managers.
Outcome:
Scalable Sales Enablement: Automated the entire call review lifecycle, providing front-line representatives with immediate, actionable coaching insights without requiring manual manager intervention.
Standardised Quality Control: Ensured 100% compliance with internal sales playbooks and EBR frameworks, keeping management fully aligned on deal quality and representative performance.
📈 Central Sources of Truth
Challenge: Fragmented reporting across siloed tools and spreadsheets led to conflicting data and manual, error-prone board deck preparation.
Action: Architected a centralised Looker data model and executive dashboards, unifying marketing, sales, trial, and retention metrics into a single ecosystem.
Outcome:
Single Source of Truth:Eliminated data discrepancies, establishing a trusted, real-time reporting framework across all global teams.
Board-Ready Data: Removed manual data manipulation, allowing leadership to instantly pull accurate insights for strategic decision-making.
🔄 Custom 360 Customer Lifecycle & Health Scoring
Challenge: The business suffered from a critical lack of visibility into customer retention, with no automated tracking for churn risks or clear data to forecast upcoming renewals accurately.
Action: Architected and deployed a completely custom, end-to-end 360° customer lifecycle management system directly within Salesforce. Built complex data models that computed a weighted overall health score based on real-time customer and platform metrics. Engineered automated "Retention Plans" that trigger algorithmically based on shifting health metrics, invoice statuses, and system monitoring
Outcome:
Predictable Forecasting: Eliminated blind spots by directly linking renewal rates to the new health percentages—establishing that 'Good' accounts have an 85% chance of renewal, while 'Bad' accounts carry a 40% likelihood.
Significant Cost Reduction: Allowed leadership to run highly accurate renewal forecasting while saving £80,000 per year in licensing costs by avoiding expensive out-of-the-box platforms.
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