Turning a Decade of CRM Chaos into a Scalable Revenue Operation

The Mess:

Eko’s CRM was the product of 10 years of business pivots—each with wildly different ICPs and go-to-market strategies. As the company evolved, the CRM never kept pace. Fields were bloated, data was inconsistent, and lead flows were stitched together with duct tape. When Eko finally clarified its path to profitability, the ops foundation was nowhere near ready to support it.

The Fix:

I led a full strategic rebuild. That meant:

• Consolidating siloed systems and scrapping junk data.

• Redefining lead stages and lifecycle logic to reflect how buyers actually move.

• Partnering with RevOps, Sales, and Marketing to align on one shared framework.

• Rolling out segmentation, ICP tagging, and structured fields for clean targeting and reporting.

The Payoff:

We replaced confusion with clarity. For the first time, Eko’s revenue teams had reliable dashboards, consistent reporting, and a shared view of the funnel—from lead to deal. The CRM became a true strategic asset, enabling smarter decisions, better forecasts, and faster alignment across teams. This wasn’t just a cleanup—it was a reset that gave the company the operational backbone to scale profitably.