CRM Sales Pipeline Expansion

Overview

A global sales organization relied on a recommendation system that wasn’t delivering meaningful value to sales. I helped redesign the experience, expand recommendation inventory, and translate complex sales data into actionable guidance, resulting in significant pipeline growth and more than $1B in attributed revenue.

Challenge

Sales teams relied on a recommendation platform to identify growth opportunities for advertisers, but the experience was difficult to navigate, required significant manual effort, and offered a limited set of recommendations. Complex sales metrics were presented without clear guidance, making it difficult for sellers to understand what actions to take and limiting the platform’s overall business impact.

What I Did

• Led content strategy and experience design across the recommendation workflow.

• Transformed complex sales performance metrics into clear, actionable insights that helped sellers better understand progress toward goals and identify growth opportunities.

• Expanded and optimized advertiser recommendations within the CRM, giving sellers more relevant, easy-to-execute actions to drive account growth and campaign performance.

• Established scalable content patterns to support future recommendation growth.

• Collaborated across product, engineering, and business marketing teams to align experience and business goals.

Impact

• 4x Pipeline Growth | Generated within one year

• $1B+ Revenue Influence | Attributed revenue in sales pipeline

• 125% Inventory Expansion | Advertiser recommendations increased from 38 to 86

Why it mattered

This work transformed a recommendation experience from a passive reporting tool into a scalable decision-making system. By simplifying complexity, expanding opportunity coverage, and reducing manual effort, the platform became a meaningful driver of revenue growth across the sales organization.