Wallace - CRM Rebuild and Automation
Designing a reliable pipeline system with faster responses, clear ownership, and better visibility from lead to sale.
The Brief
Give agents a dependable CRM setup that improves response time, reduces dropped tasks, and clarifies pipeline health.
My Role
Architect and owner for CRM design, automation, and adoption. I:
- Mapped processes with sales leadership and agents.
- Led configuration, testing, and rollout in HubSpot.
- Drove training and change management for the team.
The Impact
- Faster first response through automated routing and alerts.
- Fewer dropped tasks with standardized stages and ownership.
- Nurture cadence moved from ad hoc to consistent series.
- Healthier pipeline with clearer stage progression and visibility.
The Work
Pipelines: Custom objects and stages aligned to real workflows and SLAs.
Automation: Lead routing, alerts, nurture sequences, and tasking to speed follow up.
Intake: Standardized request forms and qualification to raise lead quality.
Reporting: Agent dashboards and leadership rollups for stage progression and activity.
Why It Matters
Process and automation created focus. Agents spent more time selling and less time chasing tasks, which lifted the quality and velocity of deals.