The commercial team was running customer visits, leads, schedules, expenses, and follow-up work through spreadsheets and disconnected tools. Conventional CRM products were expensive, slow to implement, and a poor match for how the field team worked.
The decision
Instead of forcing the operation into an off-the-shelf workflow, I proposed a purpose-built internal platform. I worked directly with the commercial team to map the real process, cut scope to a useful first release, and launched the MVP in under 30 days.
What I owned
I owned product definition, workflow design, architecture, implementation, testing, launch, and adoption. The system included:
- Web and native iOS applications
- ERP and eCommerce integration for live customer, order, product, and inventory context
- Lead ingestion, cleanup, assignment, and notifications
- Customer visits, notes, reminders, expenses, and territory workflows
- Google Calendar integration and route planning
- A real-time voice assistant for hands-free updates, notes, and action items
- Automated delivery through CI/CD
The outcome
The platform gave more than 30 field users on a commercial team responsible for $60M in revenue one operating system shaped around their work. It replaced fragmented administration with a connected workflow the team could actually use in the field.
Why this is signature work
It combines the parts of my career that usually get separated: business-process discovery, build-versus-buy judgment, product thinking, full-stack implementation, systems integration, AI, and rollout. I did not hand the problem off after defining it. I stayed with it until people were using the system.