What was happening.
Indeed's international GTM functions were running on a fragmented, weakly governed CRM environment. Reporting was inconsistent and operational visibility was limited.
← All work
2022–20242 min read
Indeed · Senior Leader, GTM Technology, Operations & Strategy
Replaced an over-customised CRM with a scalable GTM architecture.
Led the Salesforce migration and consolidated 20+ data sources into a unified KPI framework for international GTM operations.
Case at a glance— 01
Problem type
Redesign at scale
The mandate
Replace the CRM, standardise the data, and rebuild the operating model, without disrupting revenue.
Workstreams
1
Distinct parts of the intervention
Headline result
20+
Data sources unified
Measured outcomes— 02
20+
Data sources unified
-60%
Decision latency
30%
GTM efficiency uplift
1
Salesforce migration
The situation— 03
What had to change.
Replace the CRM, standardise the data, and rebuild the operating model, without disrupting revenue.
What changed
— 04The moves that made the difference.
The intervention, broken into the moves that mattered.
01
5 movesHighlights
- Led Salesforce CRM migration, replacing a fragmented and ungoverned instance with a unified architecture.
- Consolidated 20+ data sources into a consistent reporting and KPI framework, standardising KPIs and embedding analytics into GTM workflows.
- Built ramp dashboards and next-best-action playbooks giving sales leaders real-time signals on why new hires ramped at different speeds.
- Designed a closed-loop customer feedback application on Salesforce connecting customer signals directly to accountable units across logistics, manufacturing and CS.
- Delivered process redesign, automation and resource alignment across GTM functions internationally.
What I would carry forward
“What I'd repeat: rebuild the data contract before touching the workflows. Every later gain, ramp dashboards, next-best-action, closed-loop feedback, only worked because the KPIs underneath them finally agreed with each other. What I'd change: I'd retire more of the legacy CRM customisations on day one. Carrying them forward 'just in case' bought comfort and cost velocity.”
Recognise the problem?
Tell me what you are trying to change.
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