Salesforce CRM Implementation
End-to-end implementation of Salesforce as Premier Lending's system of record — from vendor selection to an 80-user platform running a live pipeline of 14,000+ records.
- Role
- Lead — vendor selection through rollout and ongoing ownership
- Stack
- Salesforce · loan origination system (LOS) integration · realtor and loan officer research tools · phone and email systems · Monday.com
- Earlier platforms
- Surefire by Top of Mind · GetBonzo · Go High Level
Context
Over several years the sales team had worked across Surefire by Top of Mind, GetBonzo, and Go High Level. The Salesforce implementation was meant to consolidate lead management, loan officer follow-up, and partner communication into one system of record, integrated with the loan origination system, with workflows the team would actually adopt.
What I did
- Ran vendor selection and led the implementation end to end: LOS integration, realtor and loan officer research tool integration, workflow customization, task automation, testing, and rollout.
- Configured user roles, permissions, and dashboard views around how the sales team works, not around the default object model.
- Designed and deployed 15+ automated workflows, including personalized email sequences for each stage of the funnel.
- Built the lead lifecycle model and identified application-to-pre-approval as the primary pipeline leak. Added a dedicated pipeline stage and a long-term nurture track so stalled applicants stay in active communication instead of being written off — which also gives the business a clear read on which borrowers actually went elsewhere.
- Ran onboarding and hands-on training, then kept a standing feedback loop with the sales team to refine workflows and automations.
Results
- Grew the platform from 15 users at go-live to 80 today. Salesforce is now the system of record for a live pipeline of 14,000+ active records.
- 40% of loan officers actively working in the platform day to day.
- 15,000+ automated emails delivered across the workflow set, at a 50% average open rate and 10% click-through rate.
- 37% reduction in platform costs across the CRM and Monday.com workflow stack.