Revenue Systems.
Simplified.
Automated.
Aligned to Growth.

Building the operating layer between strategy and execution — Salesforce architecture, AI-driven automation, Clay-powered prospecting, and GTM systems that scale without chaos.

Salesforce CRM Gong Revenue Intelligence Clay Prospecting Bowtie Revenue Model AI Agents Pipeline Forecasting
Get in Touch View Architecture ↓
8+
Years RevOps Experience
£120M
Revenue Under Management
40%
Avg Forecast Accuracy Gain
3x
Pipeline Velocity Improvement
Core Capabilities

Where I operate

End-to-end systems thinking across the full revenue stack — from architecture decisions to automation execution.

⬡

Revenue Architecture

  • Bowtie model design & implementation
  • GTM motion design (PLG, SLG, hybrid)
  • CRM design, data modelling & governance
  • Salesforce CPQ & opportunity management
  • Cross-functional alignment frameworks
◈

AI & Automation

  • LLM-powered deal intelligence agents
  • Clay-powered prospecting & enrichment
  • Next-best-action recommendation systems
  • AI-assisted call analysis via Gong
  • Agent orchestration (n8n, API-native)
◎

Forecasting & Pipeline

  • Bowtie-aligned forecast modelling
  • Pipeline coverage & velocity analysis
  • Risk-weighted opportunity scoring
  • Commit / best-case / upside tiering
  • Real-time executive dashboards
⬟

Integrations & Data

  • Salesforce ↔ Gong ↔ Clay ↔ warehouse
  • BigQuery / Snowflake data pipelines
  • CS platform integration (Gainsight)
  • Marketing attribution modelling
  • API-first integration architecture
Revenue Architecture

The Bowtie model

Revenue doesn't stop at closed-won. The Bowtie maps the full customer lifecycle — acquisition on the left, retention and expansion on the right, with AI agents embedded at every stage.

Bowtie of Revenue — Full Customer Lifecycle
WINNING BY DESIGN MODEL
Awareness
10K
Prospects reached
Clay ICP signals
Intent data
Education
2.4K
CR1 · 24%
Outreach sequences
Content nurture
Selection
480
CR2 · 20%
MEDDPIC scoring
Gong call intel
Prioritise
144
CR3 · 30%
Deal risk agent
Champion tracking
Closed Won
32
22% CR4
ARR
£1.2M
Onboard
28
CR5 · 88%
CS handoff
TTFV tracking
Adopt
24
CR6 · 86%
Gainsight health
Adoption scores
Expand
18
CR7 · 75%
Upsell triggers
Churn risk agent
Advocate
11
CR8 · 61%
NPS tracking
Referral engine
Acquisition (Marketing + Sales)
CR1–CR4 · Lead to Closed
Retention & Expansion (CS)
CR5–CR8 · Customer Lifecycle
AI agents embedded at every stage
RevOps Troubleshooting — Where the Bowtie Breaks
DIAGNOSTIC MAP

Each broken Bowtie stage has a pattern. This framework maps the failure mode, its symptoms, the right tool, and the AI fix.

01
ICP & Awareness Misalignment
Wrong accounts entering the Bowtie. High volume, low CR1. Clay signals ignored. ICP criteria undefined in CRM — reps chasing noise.
ClayICP scoringCRM segmentation
TOP
↓
02
Education → Selection Drop (CR2 failure)
MQLs failing to convert to SQLs. No MEDDPIC framework. Handoff between marketing and sales undefined. Bowtie narrows too fast here.
Lead scoringMEDDPICHandoff SLA
L1
↓
03
Pipeline Hygiene & Forecast Failure (CR3–4)
Stale deals inflating pipeline. CRM fields empty. No stage-gate enforcement. Forecast built on dirty data. Board numbers miss every quarter.
SalesforceHygiene agentForecast model
L2
↓
04
Knot Failure — Onboarding Drop (CR5)
CS handoff from sales undefined. No TTFV tracking. Customers onboarding slowly or incorrectly. The Bowtie's right side starts broken before it begins.
CS handoffTTFVGainsight
L3
↓
05
Adoption Stall & Churn Risk (CR6–7)
Gainsight health scores not connected to CRM. Churn invisible until renewal. Expansion plays undefined. NRR tracking broken.
GainsightChurn agentNRR model
L4
↓
✦
AI Agent Fix — Deployed at Every Bowtie Stage
Clay enrichment fixes CR1. MEDDPIC scoring agent fixes CR2–3. Forecast agent fixes CR4. CS handoff agent fixes CR5. Churn risk agent fixes CR6–7. Each fix is measurable, automated, and auditable.
Claude GPT-4o Clay AI
AI ✦
Integration Architecture

The integration map

Every data source, tool, and system — connected through an agentic layer that acts, not just observes. Five tiers from raw signal to business output.

Full-Stack Integration Map with Agentic Layer
AGENTIC
Tier 1 — Data Sources
🌐
Website
Web analytics
◎
Clay
ICP enrichment
◈
LinkedIn
Intent signals
⬟
Outreach
Sequences
⬡
Gong
Call recordings
◉
Gainsight
Health scores
◌
Billing
MRR / ARR
◫
Events
Product signals
API / ETL
▼
Tier 2 — Integration & ETL
⬡
n8n
Orchestration
◈
Make.com
Automation
◎
REST APIs
Native sync
⬟
Webhooks
Real-time events
◉
dbt
Transformations
◌
Fivetran
Data pipelines
Normalised to CRM
▼
Tier 3 — CRM Core + Data Warehouse
⬡
Salesforce
CRM of record
◈
HubSpot
Marketing CRM
◎
BigQuery
Warehouse
⬟
Snowflake
Data lake
◉
Tableau
BI / Dashboards
◌
Looker
Self-serve BI
Feeds AI agents
▼
✦ Tier 4 — Agentic AI Layer
Prospecting
Clay Enrichment Agent
In: Domain, ICP criteria, role
Out: Enriched contact + outreach brief
+38% reply rate
Qualification
MEDDPIC Scoring Agent
In: Call transcript, CRM stage
Out: MEDDPIC score, gaps, actions
+12pts CR2 conversion
Deal Intelligence
Deal Risk Agent
In: Gong signals, CRM stage, activity
Out: Risk score 0–100, red flags
-34% surprise losses
Forecasting
Forecast Agent
In: Pipeline state, rep history
Out: Predicted close, variance flags
+40% forecast accuracy
Pipeline Ops
Hygiene Agent
In: CRM stage velocity, stale flags
Out: Alerts, auto-updates, digest
62% → 94% hygiene
Customer Success
Churn Risk Agent
In: Gainsight health, usage, NPS
Out: Risk tier, playbook trigger
-28% gross churn
Actioned outputs
▼
Tier 5 — Business Outputs
◎
Board Forecast
Weekly commit
◈
Pipeline Review
Coverage pack
⬡
Rep Alerts
Slack / Email
⬟
CS Playbooks
Auto-triggered
◉
Exec Dashboard
Real-time
◌
NRR Reports
ARR + churn
Case Studies

Selected outcomes

Real systems, real constraints, measurable results. Each engagement started with a broken Bowtie stage and ended with a scalable system.

Company
Problem → Action
Systems Built
Result
Organisation
FinTech Scale-up
Series B · SaaS · London
Problem → Action
Forecast missing by 40%+ (Bowtie CR4 broken). No single source of truth. Rebuilt Salesforce data model, stage-gate logic, deployed AI forecast agent layered on rep input.
Systems Built
Salesforce CPQ · AI Forecast Agent · Gong integration · Board dashboard
Outcome
+40%
Forecast accuracy in 90 days
Organisation
Enterprise SaaS
Series C · B2B · £80M ARR
Problem → Action
Pipeline coverage 1.8x (Bowtie CR2–3 broken). Reps sandbagging, poor qualification. Designed MEDDPIC CRM scoring, automated hygiene alerts, Clay ICP enrichment.
Systems Built
MEDDPIC agent · Gong scorecards · Clay ICP · Hygiene automation
Outcome
3.4x
Pipeline coverage in 60 days
Organisation
Growth Co.
Scale-up · PLG + SLG · 120 reps
Problem → Action
CS and Sales in silos, churn invisible (Bowtie CR6–7 broken). Built unified data layer, connected Gainsight to Salesforce and warehouse. Deployed churn risk agent.
Systems Built
Gainsight health agent · Churn risk model · CS-to-Sales handoff · BigQuery
Outcome
-28%
Gross revenue churn
Tool Stack

How I build

Opinionated on tooling. I pick systems operators can maintain — not just engineers.

CRM
Salesforce HubSpot Salesforce CPQ Salesforce Flow
Prospecting
Clay ZoomInfoApolloLinkedIn Sales Nav
Sales Tools
Gong OutreachSalesloftClari
Data
BigQuery SnowflakeTableauLookerdbt
Automation
n8n Make.comREST APIsWebhooksZapier
AI
Claude GPT-4oGeminiCursorPerplexity
CS Platforms
Gainsight ChurnZeroTotangoIntercom
How I Work

The method

Four phases. No wasted motion. Every engagement starts with diagnosis and ends with something the team can actually run.

01
Diagnose
Map the Bowtie. Find the broken CR. Audit CRM data, process gaps, system misalignment. No assumptions.
›
02
Simplify
Remove bloat. Eliminate 60% of CRM fields nobody uses. Rebuild process logic to match how people actually sell and retain.
›
03
Automate
Deploy AI agents at each broken Bowtie stage. Replace manual work with intelligent, measurable workflows.
›
04
Operationalise
Document, train, embed. Build systems the team owns. Dashboards that drive decisions. Processes that outlast the project.
Contact

Let's build something

Open to senior RevOps, Head of Revenue Systems, or AI GTM architecture roles — and selective consulting with founders building serious go-to-market operations.

Send a Message LinkedIn