Here are a few projects I have worked on. Feel free to get in touch if you would like to know more about how they were executed. Contact
I developed a sophisticated, automated workflow to seamlessly integrate inbound leads into our CRM system and disseminate to the relevant salespeople around the world. The system was able to insert lead, contact and account information into Salesforce, checking for duplicates and appending to existing information where necessary. The data would be enriched to provide salespeople with better insights into their prospects. This process previously relied on somebody working in a full time role to manually manage this process and the result of the project meant this person was able to concentrate their time on higher value work.
Working with marketing automation system (Act-On) I developed a system for the introduction of Marketing Qualified Leads into our funnel. This connected the sales team with prospects before they had made an explicit enquiry. By manually accessing the Act-On Developer API I was able to build statistical relationship between engaged leads already in our funnel and their tracked online behaviour, in addition to this demographic data was built into the model. Using these relationships I described a scoring model whereby each specific behaviour (page visit, download, time on site) was assigned a lead score. Each visitor to the site accrued a lead score and when this went above a certain threshold (comparable to existing, qualified leads) their details would be sent into Salesforce as a MQL to be worked on by the sales team.
This project improved upon the typical methods that marketing teams execute MQL processes by being data driven in the approach to lead score assignment, in most cases guess work is used to assign the scores to each specific behaviour which can lead to low quality leads entering the funnel and poor conversion rates. In my case I used a machine learning prediction technique called logistic regression to approach the problem using data not gut feeling.
I undertook a project to overhaul the usage of Salesforce CRM developing the underutilised platform to streamline workflows, create productivity features and generate useful data for further optimisation and analysis. Alongside this technical development of Salesforce I worked with the Chief Commercial Officer to adapt the management of the sales team to more effectively handle leads, this work initiated the introduction of an internal sales team to pre-qualify leads before they are sent to regional managers.
This extensive piece of work led to me gaining detailed knowledge of the Salesforce platform which later on in user group meetings was commended to have picked it up so quickly.
I took on a project to develop and improve the methods and mechanisms for sales and marketing reporting in the company. Approaching the project from an objective perspective it was clear the existing system was overly burdensome to generate reports and once the reports were generated they didn’t provide enough granularity to be able to identify potential problems. I chose to eschew the large messy excel based reporting system and utilise a Business Intelligence software package (Microsoft PowerBI), by doing this I cut out the need to manual create monthly reports and have the model dynamically update in real time. In addition to this I reshaped the data schema to enable reporting to finer granularity on specific product level over product category level. This is a process of continuous improvement that has the scope to add even more value to the business when applied to other aspects of our work.