Service
CRM administration
What if your Salesforce finally worked the way your business actually sells?
What is this?
Cleaning up and simplifying your CRM (often Salesforce) so it matches how you actually sell — not how it was set up years ago.
Who is this for?
Small businesses whose CRM is full of duplicates, dead automation, or stages nobody trusts.
What do you get?
A CRM the team will use, fewer manual handoffs, and notes so ops can keep it tidy without calling you every week.
Typical timeline: Ranges widely. A focused cleanup lands in a week; a full org audit with implementation runs four to eight weeks; ongoing administration on a retainer is its own arrangement.
What you get
Deliverables and outcomes
Scoped clearly — you know what's included and what you keep running.
Fewer manual steps between a new lead and a closed deal
Flows that guide your team through complex processes without a manager watching
Data your ops and leadership teams can actually trust
Validation rules that catch mistakes before they cost you
Lightning components your reps open because they're useful
Account Engagement campaigns that run between touchpoints without babysitting
When this fits
This lane is a good fit when…
If several of these match what you're trying to get done, you're in the right place.
Working together
From first note to handoff
Message or a short call — same process either way.
Audit how the CRM is used
What’s cluttering the org, what’s broken, and what the team works around in spreadsheets.Cleanup or new setup
Simpler stages, cleaner fields, lead handoffs that work — custom build only when the basics aren’t enough.Test, deploy, hand off
Try it with real scenarios, then leave notes so ops can keep it tidy without calling every week.
Proof
Related projects
Real work from this lane — short write-ups, not slide decks.
Custodian Transition Automation
High-volume document recovery, generation, and e-signature routing for a firm-wide custodian move — finished on a timeline everyone said was impossible.
→ Large-scale paperwork migration finished on an “impossible” timeline
View details →
Freelance CRM
A simple CRM I built for my own consulting work — clients, leads, opportunities, tasks, time, and invoices in one place, without fighting Salesforce-scale software.
→ Private beta · built for real consulting ops
View details →WhatConverts → Salesforce Lead Flow
Paid leads were sitting in one tool while sales waited on manual CRM entry. Built a pipeline so new leads land in Salesforce in seconds, ready to call.
→ Lead capture under 30 seconds, fully automated
View details →Field notes
Related write-ups
Practical notes from this lane.
Explore
The other lanes
Most real work touches more than one of these.
FAQ
Common questions — CRM admin
We're a smaller business on Salesforce — is this overkill?
Not if Salesforce is already where you keep customers and deals. The work is making it match how you actually sell — cleaning up clutter, fixing handoffs, and stopping spreadsheet workarounds. I won't sell you enterprise complexity you don't need.
Our Salesforce is a mess — can you still help?
That’s the norm. We triage: see what runs, turn off what fights the team, simplify stages and fields, then rebuild only what matches how you want to sell.
What if we need something Salesforce can’t do out of the box?
We start with the built-in tools. Custom code only when those can’t do the job safely — keeps cost and surprise lower for whoever owns the CRM later.
Can you help with marketing email tied to Salesforce?
Yes when that lives in Salesforce (including Pardot / Account Engagement) — lists, scoring, and clean handoffs to sales.
Do you work in other CRMs besides Salesforce?
No — I'm Salesforce-certified and Salesforce-focused. If you're on HubSpot, Zoho, or something else, I'll say so up front rather than pretend otherwise.
How is this different from hiring an agency?
The same person who scopes the work builds it and hands it off — so context doesn't get lost between strategy, design, and implementation. You get direct answers and far fewer coordination meetings.
What should I bring to a first call?
What you need done in plain language: the website, CRM, automation, or analytics work, what “done” looks like, and any tools already in play. That is enough to tell you fit and what a first milestone would look like.
What happens after launch?
White glove is available if you want me on updates. If you'd rather own light changes — or the work is an automation your team will run — you get clear notes so nothing depends on memory.
How long does this usually take?
Typical timelines on this lane: Ranges widely. A focused cleanup lands in a week; a full org audit with implementation runs four to eight weeks; ongoing administration on a retainer is its own arrangement..
Optional reading
More detail if you want it
Skip this if you already know enough to reach out.
What the work can look like
Org audits
Reading through Flows, Process Builders, workflow rules, validation rules, Apex triggers, and the data model itself — mapping what's there, what's firing, what's broken, what's redundant, and what's actively hurting the team. You get a prioritized list of what to delete, what to fix, and what to rebuild.
Killing dead automation
Most orgs I look at have at least twenty percent of their Flows turned on but doing nothing useful — leftovers from abandoned projects or use cases that no longer exist. The first round of cleanup is usually subtraction. Half the new automation requests I get are solved by deleting old automation rather than adding new.
Building new Flows, Apex, and Lightning components
When new logic is the right call, building it cleanly — Flows for what Flows handle well, Apex for what genuinely needs it, Lightning components for the UI surfaces that warrant custom work. The bar for “this should be Apex instead of a Flow” is high; most of what teams ask for can be done in Flow if it's scoped right.
Data model simplification
Custom objects that should be fields. Fields that should be deleted. Picklists that grew to fifty values when they need ten. Record types that exist because someone thought they should. The data model is the foundation everything else sits on — a messy one limits everything built on top of it.
Pardot / Account Engagement
When marketing automation lives inside Salesforce, it's part of the same lane — drip programs, scoring models, form handlers, completion actions, and the sync between Pardot and Sales Cloud. I work in Pardot regularly at my day job and can take it on as part of a broader CRM engagement.
A bit more on this lane
Some businesses come to me with a Salesforce org that's accumulated years of conflicting automation, abandoned fields, and rules nobody remembers writing. Others are smaller and newer — they've adopted Salesforce because their industry expects it, but nobody set it up to match how they actually sell. In both cases, the team ends up working around the CRM instead of through it: reps keep a real pipeline in a spreadsheet, marketing builds reports off exports, new hires get trained on the workarounds. CRM administration is the work of pulling that back together.
How I think about this work
Most Salesforce orgs should delete half their Flows before they add any new ones. The instinct in CRM administration is to build — every new requirement becomes a new automation, a new field, a new validation. After a few years the org becomes a house with twelve additions and no original blueprint. The teams that get the most out of Salesforce prune as aggressively as they plant.
I'll also push back on bolting AI into Salesforce as a default move. Einstein, Agentforce, AI-enriched lead scoring, generative writing inside the platform — some of it earns its keep, most of it doesn't, and almost all of it gets sold harder than it deserves. I'll tell you when an AI feature actually solves your problem and when it's just adding surface area to maintain. I'm Salesforce-certified and Salesforce-focused — not a multi-CRM consultant.
Tools I often use here
Not my lane
- Salesforce implementations from zero — a new org standup is a larger project that benefits from an implementation partner.
- Salesforce CPQ and Revenue Cloud at scale — specialist lanes.
- Heavy custom Lightning Web Component development at agency complexity — happy to build simple ones.
Want help with crm admin?
Send a short note about what you need done. You'll get a read on timeline, fit, and next steps — or book a call if you'd rather talk it through.
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