• Ensure CRM infrastructure aligns with sales processes, forecasting needs, and cross-functional workflows (marketing, customer success, implementations, finance, etc). • Own end-to-end CRM architecture and governance (HubSpot and Salesforce preferred). • Led a migration including creating a structured roadmap to migrate from HubSpot to Salesforce (phased cutover, data integrity, user adoption, and reporting continuity). • Lead integration design (lifecycle stages, lead/contact/account/opportunity mapping, activity sync, and data flow rules). • Create/maintain CRM hygiene for pipeline stages, definitions, roles/permissions, and required fields to improve forecasting and conversion analysis and maintain compliance. • Translate sales targets into measurable operating metrics (pipeline coverage, stage conversion, velocity, win rate, cycle length, ACV, attainment). • Build and maintain analytics directly in CRM (dashboards, funnel reporting, cohort analyses) and ensure the business uses them weekly. • Establish data quality SLAs: required-field compliance, stage hygiene, source attribution, and audit routines. • Design and implement scalable sales processes: inbound/outbound lead management, discovery, qualification, MEDDICC/BANT alignment, routing, SLAs, and stage exit criteria. • Implement and operationalize tools like Gong (conversation intelligence) and Clay (workflow/enrichment/orchestration). • Own the end-to-end view of the commercial funnel—from brand awareness to post-sales implementation (implementations/activations, RFPs, proposals, contracts). • Identify friction points and conversion bottlenecks and implement experiments to lift conversion (messaging tests, routing changes, stage criteria, enablement triggers, and automation). • Establish closed-loop feedback between Sales, Marketing, and Post-Sales.