Process first, fields second
If you do not know who decides what, no required field is going to save you. Configuration comes after the decision.
About me
They call me once the CRM is built and nobody uses it.
Nine years in CRM: first implementing from a partner, then inside an organisation with the responsibility of making the tool get used, and now on my own. The problem was almost never Dynamics: it was that nobody had written down how that company sells.
How I work
AI does not fix dirty data
Copilot summarises, drafts and prioritises well. On bad data, what it does is get things wrong faster and in better prose.
If the rep does not use it, it does not exist
The metric that matters is not how many fields you have, it is how many get filled in without anyone chasing anyone.
Track record
- 2022 — now
Independent CRM consulting
Designing and rescuing Dynamics 365 implementations for sales teams of between 5 and 200 people.
- 2019 — 2022
Head of CRM
Inside an organisation, landed with the job of making the tool actually get used and the data actually be worth deciding on.
- 2016 — 2019
Functional consultant
Dynamics 365 Sales and Customer Service implementations on partner projects.
