Real solutions,
real results.
Every business uses their CRM a little differently.
Some need help choosing the right platform. Others already have Salesforce or HubSpot but need help turning it into a system that actually supports their sales process.
Below are a few examples of CRM projects I've worked on (from full implementations to system cleanups, automation, and reporting builds).
Enterprise CRM Experience
Before launching Soof CRM, I worked in Salesforce product management roles supporting large-scale operational systems inside complex organizations.
At Wells Fargo, I supported Salesforce product management for systems used within the investment banking division, helping maintain a Salesforce environment that served as a system of record for compliance processes.
At Rivian, I worked on Salesforce product management supporting multiple operational teams, including sales, customer service, and field service. My team also developed a custom application used to coordinate vehicle deliveries.
These experiences shaped how I approach CRM systems today: focusing on solutions that are scalable, intuitive for users, and aligned with real business processes.
Featured CRM Projects
Examples of CRM systems and solutions I’ve designed for growing businesses.
Full Salesforce Implementation
Medical Device Distributor
System: Salesforce
Project Type: Implementation & remediation
Industry: Medical devices
A medical device distributor needed a centralized system to track customers, products, and sales opportunities. Their team had been managing most of their work across spreadsheets and email, leaving leadership with little visibility into what their field sales reps were working on or what their pipeline looked like.
After an initial Salesforce implementation by another consulting partner fell short, I stepped in to rebuild the system around the team’s real-life sales process. The solution included a structured opportunity pipeline, product tracking, automation to reduce manual data entry, and reporting dashboards that gave leadership visibility into sales activity and revenue forecasts.
The result was a Salesforce system that better supported their field sales team while giving management a clear view of pipeline activity.
HubSpot Implementation
HR Consultant & Executive Coach
An HR consultant and executive coach needed a simple way to manage leads, client conversations, and service agreements without adding ongoing software subscriptions to her business.
I implemented a HubSpot CRM system and designed a lightweight client management workflow using only free tools. The setup included a deal pipeline to track opportunities, email integration for capturing client communications, and a streamlined agreement process for client onboarding.
The result was an organized CRM system that supported her consulting business without introducing additional monthly software costs.
System: HubSpot - Free Tier
Project Type: Implementation & process automation
Industry: Coaching & consulting
Pipedrive Implementation
Coaching & Workplace Consulting
System: Pipedrive
Project Type: System selection & Implementation
Industry: Coaching & consulting
A coach and workplace consultant came to me after losing a $70K opportunity because there was no structured system for tracking conversations or following up with prospects.
After reviewing his business model and reporting needs, I recommended Pipedrive as the best CRM for his workflow based on its pipeline visibility, automation capabilities, and cost structure. I then implemented the system with a simple sales pipeline and automated follow-up workflows, including reminders for prospects who had received proposals but gone quiet.
Shortly after launch, that automation re-engaged a prospect and resulted in a closed deal, which shows just how a well-architected CRM can generate revenue even behind the scenes.
Salesforce Custom Solutions
Demo Product Tracking for Field Sales Teams
A company with a distributed sales team needed a better way to track demo units that were circulating in the field. Their existing process required sales representatives to photograph QR codes and upload them into spreadsheets. If you know salespeople, you know a tedious task gives inconsistent participation at best.
To simplify the process, I built a Salesforce screen flow with a mobile barcode scanner that allowed sales reps to quickly scan demo products directly from their phones. The system captured the data automatically and made it simple and available for logistics reporting.
The result was a much easier process for the sales team and real-time visibility for operations into how many units were active in the field.
System: Salesforce
Project Type: Custom Flow Solution
Industry: Medical devices
HoneyBook and Kajabi Automations
Speaker / Online Education Business
System: HoneyBook, Kajabi, Zapier
Project Type: CRM Automation & System Integrations
Industry: Motivational Speaking / Online Education
A public speaker and online educator needed a more structured system to manage leads coming from speaking engagements and guide prospects through their sales and onboarding process.
I designed an automation framework across HoneyBook and Kajabi that supported the full client lifecycle, including follow-ups during the sales process as well as onboarding and offboarding communications. I also implemented a tagging system that connected Kajabi with other lead generation tools through Zapier, allowing contacts from speaking engagements and other sources to flow into the system automatically.
The result was a streamlined automation engine that organized leads, improved follow-up consistency, and supported the client journey from first interaction through program completion.
HubSpot Optimization & Team Workshops
Corporate Coaching Business
A corporate coaching company was using HubSpot, but the sales team felt the system was overly complicated and difficult to use. At the same time, the marketing team felt overwhelmed by the platform’s many features and unsure which tools actually mattered.
I worked with both teams to identify their biggest friction points and simplified the system configuration to better support their workflows. I then led a series of hands-on workshops focused on CRM best practices, helping the sales and marketing teams understand how to use HubSpot more effectively.
The result was a cleaner system, improved adoption across teams, and greater confidence in using the platform to support their sales and marketing efforts.
System: HubSpot
Project Type: Training & Workshops
Industry: Corporate / Executive Coaching