- Situation
- A B2B corporate health broker with 81 people and a pipeline in the hundreds of millions of reais in ARR. Forecast meant exporting the whole pipeline to Excel and recalculating it cell by cell, four to five days every two weeks. A legacy dashboard existed, and nobody could trace its numbers to their origin.
- Task
- Structure Revenue Operations from zero in an 81-person company, reporting to the CRO and CFO: translate revenue leadership’s strategy into a working system, then build that system.
- Action
- Shipped the dashboard platform and a semantic catalog as the source of truth, rebuilt the CRM business rules as fields and automations, and turned the forecast meeting into a written ritual. Added a daily Slack pipeline report, remapped the handoffs across Sales, Quoting and Implementation, then built the company’s own Sales and Marketing CRM to replace HubSpot.
- Result
- Forecast from 4 to 5 manual days to real time, 8 panels and 20 releases with no downtime in three months, 1,000+ properties audited, roughly 60 stuck deals surfaced during the handoff rollout. The new CRM held 90% of the sales team’s time within a week, with projected license savings of about US$ 2,100 a month from November 2026.
Axenya, a B2B corporate health broker with 81 people, ran forecast by exporting the entire pipeline to Excel and recalculating it cell by cell, by hand. Four to five days of work, repeated every two weeks, for a pipeline in the hundreds of millions in ARR. Nobody on the product team had ever looked at it.
My roleRevenue Operations Lead. I structured the function from zero in an 81-person company, reporting to the CRO and CFO, translating revenue leadership’s strategy into a working system and then building that system myself: the architecture, the dashboards, the rules, the rollout.
- Shipped a dashboard platform from zero: 8 panels covering CRO, Forecast, Board, AE, BDR, Last 48h, Delta, and Coverage views, each chart auditable back to the exact CRM fields behind it.
- Built a semantic catalog as the single source of truth for every business rule, with documentation generated straight from it. Building it surfaced two probability rules running side by side unnoticed, the same stage carrying a different weight on two different screens.
- Turned a meeting into a written four-step forecast ritual: per-rep prework, named data-hygiene follow-up, post-meeting to-dos, and a consolidated report showing the delta against the previous cycle.
- Rebuilt the CRM’s business-rule layer as fields and automations, replacing verbal agreements: ARR modeling by compensation type, automatic company-size classification, a canonical close-date definition, and automated inactivity handling.
- Shipped a daily Slack pipeline report and automated field-hygiene nudges per rep, each with a direct link to the record.
- Remapped handoffs across Sales, Quoting, and Implementation: correlated fields, shared quote files, and stalled-quote alerts, surfacing roughly 60 stuck deals during rollout, some tied to reps who had already left.
- Built the company’s own Sales and Marketing CRM to replace HubSpot, with AI-assisted development: pipeline and stages, tasks, activity log, lost reasons, API and Slack alerts, with the BI panels reading straight from it. The sales team was spending 90% of its time in the new CRM within a week. Projected savings of about US$ 2,100 a month in licenses from November 2026.
- Contributed actively to the naming and visual identity of a new brand within the group (confidential), with art direction and guidance to the designer.
The infrastructure never went down, not once in three months in production. Every hour of rework came from a business premise that changed mid-cycle: does a POC count as revenue, is stage four active pipeline. The bottleneck sat with whoever was deciding, and the machine just waited. I found the same pattern in adoption: reps were not filling fields because the screen was full of information that mattered to operations and to nobody selling. There were fields that mattered to me and to nobody else. So I stopped asking for them upfront.
The snapshot is a static copy of the platform, frozen in August 2026. Account and executive names were replaced by generic identifiers; values, dates and proportions reflect the real distribution of the pipeline. The snapshot holds 7 of the 8 panels.