How I Unleashed the Salesforce Machine on a Global Remediation Project

When people ask me what I do, I should start telling them I build CRM machines.

Not systems.

Not software.

Machines.

Automated, scalable, intuitive engines that generate leads, close deals, retain customers, run projects, and most importantly, free people from doing what they don't want to do, can’t remember to do, or shouldn’t be wasting time doing in the first place.

But this actually started long before I founded Soof CRM.

💻 The Project That Changed Everything

Back when I worked at Wells Fargo, my team was handed a massive remediation project. We had to clean up mountains of data before a critical migration into Salesforce. It was the kind of project where we'd have to look at each row, track down documentation, compare and correct the data that's in the system. It was 1000% manual and felt 1000% impossible.

No shortcuts.

No tools.

No clear path.

At first, we didn’t even have the resources. All we had was a giant spreadsheet, a giant mess, and a very real regulatory deadline.

Eventually, we pulled together a team made up of a few new hires locally, and a dedicated remediation crew from the bank’s Hong Kong office.

Now we had the task.

We had the people.

But the how-in-the-world-do-we-pull-this-off part? Still trying to sort that out...

🧩 Building the Machine

So I mapped out the entire process, assigned tasks based on people’s strengths, and created a training program. And most importantly: I didn’t stop at the workflow. I built it into Salesforce.

• Escalations went to the right team.

• QA happened inside the system.

• Dashboards reflected real-time numbers and showed overall status.

Every cog had a function, and every function had a purpose. When I returned from training the team (yes, in Hong Kong), my manager asked, “How’s the project going?” and I was so proud to be able to tell her, “The machine is running.” We ramped up and then hit a speed of 500-1000 rows per day. It was glorious.

And it was clean, efficient, global, and scalable.

🔁 From Enterprise to Independent

Now, I bring that same mindset to small and mid-sized businesses.

Different scale.

Different stakes.

Same outcome: CRM systems that run like machines.

No more band-aids.

No more digital rolodexes.

No more overpaying for a system no one wants to use.

Just clean processes, smart automation, and systems that scale with (not against)

you.

If your CRM feels more like dead weight than a working machine, you’re not alone. Most systems get set up just enough to store data, but not enough to actually do anything with it. I build CRMs that pull their weight: systems that route leads, follow up automatically, and make your team’s job easier. If that’s what you need, let’s talk. My waitlist is open for Fall projects.