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CRM Vendor Selection
With 14,000+ MarTech tools out there, picking the right one can be overwhelming. I help you build the optimal stack—through a structured RFP or a simple, budget-based approach that fits your needs.
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CRM Tech Stack Optimization
Vendor changes are never simple, but always happen for a reason. I've migrated stacks to Salesforce, Airship, Optimove, CrossEngage, and more. Using AI agents, no-code tools, and classic SaaS, I reduce your tech stack costs without compromising on quality or functionality.
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Multi-channel CRM Automations
You don't need a fancy tech stack to run complex cross-channel journeys or A/B tests. With smart data use, real-time decisioning, and strong segmentation, your existing setup can go much further than you think.
Success Cases
Rethinking the CRM Tech Stack for Global Customer Engagement
DAZN, global sports streaming app, subscription business
The company relies on a centralized MarTech stack to power all customer communications — from one-off campaigns to complex, cross-channel lifecycle journeys.
Challenge: Back then, the existing CRM setup lacked support for key use cases like real-time engagement and payment failure recovery. It came with a price tag that no longer matched its value. The goal was to introduce new revenue-driving use cases while reducing the total costs.
Approach: We evaluated multiple tech stack options based on current and future use cases, revenue impact, and operational needs. Led an RFP process using structured scoring (functionality, scalability, price), selected the best-fit vendors, negotiated pricing, and ran the migration.
Outcome: Enabled real-time data decisioning and advanced segmentation across 70+ behavioral and transactional data points — unlocking more value and speed from CRM operations. Reduced annual costs by 11% through migration and supplier renegotiation.
Lead Generation & Nurturing for Car Buyers
Volkswagen China, car manufacturer
Volkswagen in China engaged prospects through a wide range of digital and offline touchpoints — brand campaigns, mobile games, websites, social media, and events — all aimed at influencing purchase decisions.
Challenge: How do we qualify, nurture, and convert leads across this journey to ultimately drive car purchases at scale?
Approach: We designed and built interfaces and automations to collect and enrich customer zero- and first-party data across VW's ecosystem. Leads were qualified and nurtured through tailored marketing comms and automatically routed to relevant business units. This included pioneering the integration with Volkswagen's global CRM database.
Outcome: Achieved a 1% conversion to car purchase — a strong benchmark for the market. The success of this initiative led the agency to win Audi as a client for similar CRM work.
Building a WhatsApp-First Tech Stack for a Utility Startup
Electricity broker, undisclosed company
The startup launched a 100% WhatsApp-based utility broker helping individuals save on electricity bills.
Challenge:
The goal was to deliver AI-powered onboarding, real-time service updates, 1:1 conversations, and upselling entirely within WhatsApp. How can we build a lightweight, cost-efficient tech stack that supports all these customer interactions within a single messaging channel?
Approach: In a vendor evaluation process, I reviewed 21 providers across 4 categories. Each was scored across 8 criteria, including functionality, scalability, and integration options.
Outcome: Chose a single tool that supported all core use cases and doubled customer onboarding speed.
Tools & technologies I work with
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