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Description
This project focused on optimizing Dycom Industries’ Salesforce CRM environment by improving data quality, lead management, sales-process consistency, duplicate-account controls, post-sale handoffs, and business reporting. I partnered with Sales, Marketing, Operations, and technical stakeholders to gather and prioritize requirements, document current- and future-state workflows, define business rules, user stories, and acceptance criteria, support backlog refinement, coordinate UAT and defect resolution, and document process changes for end users. I used SQL in Microsoft SQL Server to clean and validate structured customer, lead, account, contact, and opportunity data, identifying duplicate records, incomplete fields, inaccurate values, and other issues affecting pipeline reliability. I also built reports and dashboards in Power BI and presented pipeline, lead-routing, conversion, customer, and data-quality metrics to business stakeholders, providing managers with more reliable visibility into sales performance and supporting data-driven decisions.
Stakeholders
- Sales
- Business Development
- Marketing
- Operations
- Customer Success
- Finance
- Salesforce Consultant
Outcome
- Improved Salesforce pipeline data accuracy by standardizing required opportunity fields, sales stages,
close dates, and deal amount entry rules.
- Reduced incorrectly routed leads by updating lead assignment rules based on territory, customer type,
service line, and business unit ownership.
- Decreased average lead response time from 48 hours to 12 hours by automating lead routing and creating
follow-up task notifications.
- Reduced duplicate account and contact records through data cleanup, duplicate matching rules, and
improved record creation standards.
- Increased Closed Won handoff completion by requiring key customer, contract, service, and project
details before a deal moved to the next stage.