The problem
Leads arrived from many channels with inconsistent data and manual assignment, and reporting couldn't connect a lead's source to the revenue it eventually produced.
The opportunity
Make Salesforce the single, trusted record of the funnel, so routing, follow-up and reporting run on rules instead of memory, and leadership sees the numbers live.
My approach
- 01
Migrate and own the org
Led the company-wide Salesforce migration and stayed on as its working architect across Flows, CPQ and lead routing.
- 02
Route by territory
A junction-object territory design assigns leads and opportunities by service area, so every inquiry lands with the right owner.
- 03
Automate the funnel
Pardot / Account Engagement automation connected to lead status and scoring, so nurture and handoff happen without manual triage.
- 04
Report live
Two self-contained HTML dashboards: one tracks leads and opportunities month over month and year over year by country, source, owner and type, with quality toggles; the other is an executive KPI dashboard querying Salesforce live via SOQL.
Architecture
Select a component to see what it does, what it connects to, and its status.
Capture → CRM → automation → reporting, each step with one owner and one definition.
- Clients
- Server
- Data
Challenges overcome
A status that wouldn't stay put
Diagnosed a marketing-automation sync that was silently reverting Lead Status in Salesforce.
Pricing rules bypassed
Traced a CPQ pricing-rule bypass on programmatically inserted quote lines.
One source of truth
Getting marketing and sales to agree on one definition of qualified, then encoding it so every report uses it.
Results & current status
- Supports the 133% pipeline growth and the 90% of revenue traced to marketing.
- Executive dashboards presented in weekly leadership meetings to guide budget allocation.