Data-Driven CRM & Process Optimization Lead

CRM-implementation, KPI's & onboarding flows

At Evendo, I redesigned the company’s CRM and sales infrastructure to support scalable growth.

This case shows how data, automation and structured onboarding flows can reduce complexity, boost conversion, and align cross-functional teams around shared KPIs.

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Challenge

Evendo faced significant transformation challenges, including a misaligned business strategy, an underperforming product-market fit, and a critical need for cultural, operational, and organizational change.

Evendo needed to modernize its sales and operational structures to support scalable growth.

Approach

I spearheaded a full-scale transformation initiative, centered on data analysis, KPI development, and process optimization, to reposition Evendo for long-term success. 

• Customer and Market Intelligence:
  Conducted data-driven market analysis to realign product offerings, marketing strategies, and business vision with evolving customer expectations.

• Data Flow Structuring:
  Mapped the full partner and customer journey and aligned touchpoints with furture KPIs to enhance visibility and conversion.
  
  

• KPI Framework and Reporting:

Designed and implemented comprehensive KPI dashboards to monitor operational performance, Partner ROI, employee development, sales conversion, and customer satisfaction.

• CRM Development and Optimization:
  Built a tailored CRM platform to systematize customer onboarding, partner management, B2B/B2C sales workflows, automate onboarding, and track key metrics - significantly improving lead-to-sale efficiency.
  
  

• Change Management and Organizational Restructuring:
  Optimized team structures using behavioral data models, introduced role clarity through new operational routines, and developed a structured change communication plan to ensure stakeholder alignment.
  
  

• Process Automation and Efficiency Gains:
  Automated key workflows within sales operations, procurement, and partner onboarding, reducing manual overhead and accelerating operational throughput.
  
  

• Team Performance Management:
  Used KPIs & data insights to restructure teams, develop skills through targeted training, and foster a performance-driven culture.

Results

• 30% faster onboarding process. Built and scaled a partner portfolio of 400+ B2B partners, supported by data-driven onboarding processes and SEO-optimized product listings. 

• Achieved significant operational efficiencies through standardized, automated workflows across core departments.

• Real-time visibility into sales performance and retention

• Stronger collaboration across sales, marketing and support 

Technologies and Methods Used

• Custom CRM System and Sales Pipeline Automation (Salesforce-based CRM system)

• Data Flow Mapping

• KPI Dashboards (Excel, CRM Analytics)

• Market and Customer Data Analysis

• Organizational Behavior and Change Management Models

• SEO Optimization for Partner Programs

• LEAN and Agile Methodologies

Key Insights

This project demonstrated how data analytics, strategic KPI management, and process optimization can drive effective change management, even in high-growth startup environments.

It also highlights the power of combining structured data flows, CRM automation, and KPI-driven sales management to scale business operations.

By embedding measurable, actionable data at every level of decision-making,  aligning workflows around shared metrics and transparent data - we accelerated Evendo’s transition to a more customer-centric, scalable, and resilient business model, and Evendo laid the foundation for sustainable, scalable growth.