Systems
A closer look at the systems I built across growth, revenue, CRM, and GTM.
I work in the space between Marketing, Sales, Product, and Engineering—building the architecture that makes visibility from lead to profit possible. Some call this Revenue Operations. Others call it Marketing Operations. I think of it as revenue systems design.
Real systems. Real impact.
When the growth motion did not fit the business
The brief was growth. But installs were not the real problem. People were coming in and leaving. The motion and the stage were mismatched.
Rebuilt the activation flow around time-to-first-insight. Shifted focus from acquisition volume to retention quality.
When SDRs spent more time searching than selling
Research and talk-point prep consumed the day. SDRs needed context from existing system data without the manual dig.
MarVis—an AI research and enablement assistant—surfaced context automatically, enabling SDRs to focus on orchestration instead of search.
When CRM structure hid the revenue truth
The pipeline existed. Leads were coming in. But leadership couldn't trust what they saw. The CRM was collecting without creating clarity.
Redesigned lifecycle stages, signal definitions, and handoff criteria. Built attribution that leadership could trust for actual decisions.
When product signal never became GTM action
Product data existed. Signals were being generated. But Sales didn't know which accounts were active. The data wasn't reaching the right people.
Built real-time signal routing from product to CRM. Created scoring that combined usage with firmographics. Sales now knew what mattered before outreach.
The architecture behind the growth.
CRM Architecture
Lifecycle design, object structure, data models that create clarity instead of confusion.
Signal-to-Routing
Real-time processing that moves product usage into actionable GTM workflows.
Attribution Systems
Multi-touch models that leadership can trust for real decisions about spend and focus.
Lifecycle Design
Behavioral triggers, nurture sequences, and the logic that moves people through stages.
GTM Motion Fit
Aligning growth strategy with business stage—PLG, sales-led, or hybrid.
MarVis
AI research and enablement for GTM—surfacing context from system data so teams focus on orchestration.
Scoring Framework
MQL → PQL → MQA + ABM → SQL. A unified model that combines marketing, product, and account signals.
Reporting Diagnostic
Pipeline pulse check—dig into executive reporting to know where and what fails before revenue collapses.
Impact & Scale
Companies by Industry
The Stack
HubSpot
Custom objects, complex workflows, reporting dashboards, and API integrations.
Salesforce
Flow builder, apex triggers context, lead routing, and CPQ logic.
Marketo
Lead lifecycle, engagement programs, and behavioral scoring models.
Segment
Tracking plans, event routing, and identity resolution.
Clearbit
Dynamic enrichment, TAM analysis, and territory planning.
Zapier/Make
Webhook ingestion, custom logic flows, and multi-step orchestration.
Apollo
Sequence design, signal-based plays, and deliverability architecture.
Metabase
SQL querying, executive dashboards, and revenue modeling.
Architecture that connects growth to revenue and signal to action.