How the heck did I get here? The Soof CRM Journey

Do you ever look at yourself and your business and wonder, “How the heck did I get here?”

Well, here I am, sharing the evolution of my consultancy, a journey that might help you see why I’m exactly the person you want on your side to drive your CRM strategy.

As a very mathematical thinker, I’ve always been in search of the truth. That feeling you get when you finish a mathematical proof or solve a puzzle—the rush of “I have the right answer, and here’s the data to back it up”—has been with me as far back as I can remember.

It’s what led me to UCLA for a degree in economics and math. Thanks to the friendships and opportunities I found there, I landed my first job at Wells Fargo as a Business Analyst in the FX Back Office. My very first project? A Salesforce migration.

The rest is history… but it’s the details of that history that really shaped who I am and how I work.

At Wells Fargo, I dove headfirst into Salesforce. I learned everything I could, built a personal brand as someone who gets things done the right way, and worked my way up to become the Product Owner for Salesforce @ WF.

Then I hopped over to Rivian, jumping into a completely different industry. With all those differences, I was still working with a massive Salesforce footprint, still learning best practices, and mastering how to manage, build, and optimize a complex CRM that actually benefits its users.

When I launched my own consultancy, I thought I’d be working with smaller versions of those same companies (teams already on Salesforce who needed help optimizing). I even thought I'd be sticking to the EV/Automotive industry, specifically. And at first, I did.

But as I started networking, I kept hearing about CRM trials and tribulations from unexpected places.

👨‍🔧 Solopreneurs.

🏋️ Small business owners.

🕵️‍♂️ Salespeople.

Every time I mentioned what I do, they’d open up about their CRMs: the pain points, the wish lists, the leads slipping through the cracks. They didn’t have the big Salesforce budgets or dedicated teams. But they also needed clarity just as much, if not more.

That’s when it clicked for me.

In all my years of CRM product management, I’d gained deep experience and technical know‑how that doesn’t just apply to giant companies. Or isn't even exclusive to Salesforce. Smaller businesses also can’t afford to let opportunities slide by. They deserve smart systems too, maybe even more.

So I adjusted my ICP (ideal customer profile) and expanded into systems like HubSpot, Pipedrive, HoneyBook, and more (some easier to love than others 🙊). Because at the end of the day, the right CRM is the one that actually supports your business, no matter your size.

CRMs (especially CRMs built well) aren’t just for the big guys.

If this resonates with you, and you’re ready to build a system that actually works for your business, Salesforce or not, let’s talk.

👉 Book some time with me today!