Your pipeline can’t be trusted.
The CRM says one thing. The spreadsheet says another. Forecast calls become arguments about the data instead of decisions about the business.
Salesforce · RevOps · GTM systems
Your sales team shouldn’t have to fight the systems they’re using to sell.
I help growing businesses fix Salesforce, clean up sales operations, connect disconnected tools, and automate the work that shouldn’t require another spreadsheet, another meeting, or another hire.
Free 25-minute conversation. No pitch deck. No commitment. Just tell me what’s getting in the way.
revenue-systems / architecture01 — connected
A SIMPLER PATH FROM LEAD TO REVENUE
Lead sources
Sales engagement
Your website
↓
One dependable Salesforce setupClear ownership. Clean data. Useful automation.
↓
Sales team
Quoting & finance
Reporting
Every lead has an owner✓ Routing
Tools share the right data✓ Integrations
Leaders see the same numbers✓ Reporting
// Built around how your business actually sells.
Experience inside the sales operation.
From data to day-to-day execution.
From data to day-to-day execution.
4 → 24 BDRs
Supported the organization as it grew
300,000+ records
Integrated into Salesforce environments
When growth outruns the systemsThe sales team grew.
The sales team grew.
The infrastructure didn’t.
At first, the workarounds are manageable. Then you add more reps, more customers, more tools, and more expectations.
Someone assigns leads manually. A manager fixes the pipeline before Monday’s forecast call. Reps keep their own spreadsheets. Finance has a different number than Sales. One person knows how the automation works. Eventually, the workarounds become part of everyone’s job.
Leads are getting lost.
Routing is inconsistent. Follow-up depends on who notices first. Nobody can confidently tell you what happened to every inbound opportunity.
Salesforce creates work instead of removing it.
Too many fields. Too many clicks. Reps build their own processes because the official one doesn’t match how they sell.
Your sales stack became a pile of subscriptions.
Salesforce, Outreach, ZoomInfo, quoting, finance, BI—and the spreadsheets between them. You’re paying for the tools and still moving information by hand.
Nobody owns the whole system.
Sales understands sales. IT understands technology. Finance understands the numbers. Someone needs to make the entire revenue process work together.
That’s the work I do.Show Me the Problems You Solve ↗
Business first. Software second.
I start by figuring out why the business is frustrated.
Before changing Salesforce, I want to understand the work it’s supposed to support.
- Where do your leads come from, and who should own them?
- What happens between first contact and opportunity?
- Where do deals stall?
- What information does management actually need?
- What are reps entering twice?
- Which system should own which data?
Maybe you need a Salesforce rebuild. Maybe you need one Flow fixed. Maybe the CRM isn’t the problem at all.
My job is to figure that out before you spend money fixing the wrong thing.
From “this is a mess” to a working systemStrategy is useful.
Strategy is useful.
A working system is better.
I can diagnose the problem, build the roadmap, and implement it. You don’t need to start over with another provider to get the work done.
Find out what’s actually broken.
I’ll review the process, Salesforce configuration, data, reporting, and connected tools. You leave with clear priorities and a practical roadmap.
Start With a Systems Diagnostic ↗Turn the plan into working infrastructure.
Clean up Salesforce, rebuild workflows, automate handoffs, connect systems, and improve reporting. The recommendation has a path to implementation.
See Implementation Services ↗Keep the systems moving with the business.
Fractional support brings experienced Salesforce and revenue systems help as your team changes, without immediately adding a full-time employee.
Explore Fractional Support ↗The cost beyond the software invoice
Bad sales systems consume the time you hired people to sell with.
A rep spends hours cleaning up records. A lead you paid to generate never gets followed up. Operations reconciles the numbers again on Friday. A new hire learns the unofficial spreadsheet process.
Then management considers another platform because the tools already in place aren’t working together.
You don’t need a massive transformation to begin. Find the highest-cost friction and remove it.
Let’s Find the FrictionI’ve worked inside the sales operation
These systems affect real reps, real forecasts, and real revenue.
Why I Work This Way ↗I’m Michael Santoria. My experience includes supporting a business development organization as it grew from 4 to 24 representatives, operating during company growth from roughly $1M to $20M ARR, integrating more than 300,000 managed records, building reporting, and training teams.
Those are company milestones I supported. They’ve shaped how I approach the work: understand what the business needs, then build the system to support it.
Today, I own the Salesforce instance supporting sales enablement at Baxter International.
SalesforceNetSuiteDealHubOutreachZoomInfoChili PiperPower BIAPIsAutomationReporting
Built for growing businessesBig enough to need better systems.
Big enough to need better systems.
Ready for focused help.
You may have 5–50 people selling, Salesforce already in place, and a backlog everyone agrees matters but nobody has time to fix.
A new sales leader. More reporting expectations. No dedicated developer. An admin or RevOps person with too much on their plate. That’s a normal stage of growth—and a useful time to get the infrastructure right.
A straightforward way to work togetherBring me the problem.
Bring me the problem.
We can figure out the project together.
Your business shouldn’t have to work around your systems. Let’s build the systems around the way your business actually works.
Talk Through Your Problem01
Tell me what’s happening.
You don’t need to diagnose it first. Tell me what the team complains about, what management can’t see, or what keeps breaking.
02
We’ll trace the problem.
After agreeing on the review scope, I’ll look at the process, systems, data, and workflows involved.
03
I’ll tell you what I’d fix first.
You get priorities, options, and a realistic implementation scope.
04
Decide how you want to execute.
Take the roadmap internally, give it to another provider, or hire me to build it. You own the plan.