Find the friction before adding more activity.

01 / THE CHALLENGE

The problem
worth solving.

A field-heavy sales team cannot act confidently when prospect information is unreliable, ownership is unclear, and campaign activity is difficult to connect to pipeline. During Botrista’s systems transition, I examined the full path from first touch to sales follow-up so foundational issues could be prioritized alongside acquisition work.

02 / THE APPROACH

Strategy, made tangible.

1. Follow the buyer and the record. I reviewed forms, mobile experiences, response workflows, and website-to-CRM connectivity to identify where a prospect’s interest could fail to become an actionable sales conversation.
2. Check what the team can actually trust. The audit covered measurement, campaign attribution, deliverability, segmentation, and retargeting readiness. The aim was to identify gaps in the evidence used to decide what to run next.
3. Connect the diagnostic to execution. I assessed tools, team capacity, and ownership so priorities could be tied to practical fixes across data quality, routing, landing pages, and sales follow-up.

03 / THE OUTCOME

The audit provided a structured basis for prioritizing infrastructure and conversion work. Its value is the diagnostic and resulting focus; the performance figures reported elsewhere belong to the broader Botrista growth program.