When I took over (accidentally... it is long story) revenue operations for the North America and Europe funnel, the lead process ran almost entirely on manual effort. Shocking...
Leads captured on the website were exported into Google spreadsheets, reviewed by a sales ops team, sent through a manual assignment process, and only then distributed to BD or Sales.
This capture and distribution cycle routinely took up to 24 hours, often longer during peak volume. For a global B2B fintech business, slow routing meant more than lost response time but lost deals, failed SLAs, and inconsistent customer experiences.
Sales teams were frustrated, marketing lacked visibility, and customers faced friction from the very first touchpoint.
The problem wasn’t “we need more automation.” The problem was the entire revenue engine needed to be redesigned.
So building a scalable solution required consider several layers of operational complexity:
- The process touched multiple CRMs and systems (Salesforce, HubSpot, Salesloft, internal CRM).
- Lead flow varied across regions, lead sources.
- Fintech onboarding meant accommodating compliance requirements (KYC/KYB).
- Sales teams in NA/EU/SEA had different structures, rules, and SLAs.
- Volume fluctuated significantly: anywhere from 100 to 300+ leads per day.
- Marketing needed clean data; Sales needed fast assignment; Support needed fewer manual escalations.
- Automation had to work across native integrations, Zapier workflows, and custom API endpoints (including OpenAI for vetting and internal APIs for onboarding status).
The constraint wasn’t just technical. It was organizational.
The system I built had to satisfy marketing, sales, BD, support, compliance, and product teams simultaneously.
Building this system required aligning multiple teams who historically worked in silos. This is actually the most difficult part of my work. (Lots of meetings), but I worked with:
- Sales & BD: Understand their process and define routing logic, territories, cadence criteria, and prioritization needs.
- Product & Engineering: Grant access onboarding and account activity signals via internal APIs.
- Compliance: to handle exceptions which requiring manual review and ensure risk-sensitive steps remained controlled.
- Customer Support: Add AI response to reduce support load during KYC and onboarding.
- Data & Ops：ensure field mapping, lifecycle stages, and CRM integrity.
The goal wasn’t just add automation. It was to create a shared operating model across the organization.
Over four months, I built and iterated a unified Revenue Automation Engine. A system that automated the entire journey from website visit to activation. Instead of treating Webflow → CRM → Salesloft → Email as separate tools, I designed a single, interconnected operational architecture.
The system works like this: A lead submits a form on the website, or a business registers a free account. Immediately, the automated workflow look into the record, runs AI vetting on business description and domain type, checks for completeness, scores the lead, and determines whether the fit is SMB, mid-market, or enterprise.
From there, routing logic distributes the lead to the appropriate regional team and executes a round-robin assignment on Salesforce (entirely within minutes). Salesloft automatically places the lead into the correct cadence based on segment, channel, and product category without manual action required.
Meanwhile, marketing workflows activate in parallel: retargeting sequences (Google and Linkedin custom audience), nurture emails, and lifecycle drips are triggered automatically to accelerate early engagement.
Once the prospect (lead) becomes a customer (register a free account), the system integrates with internal product customer center to track onboarding states (registration → KYC submission → approval → first TPV). Each state triggers a different onboarding email cadence that provides education, support content, and product guidance.
Finally, product usage signals (logins, early transactions, currency usage, TPV thresholds) are sent to AM and Sales via Slack and email to drive adoption or expansion opportunities.
What began as a 24-hour manual process became a minutes-long, fully orchestrated revenue engine.
The system fundamentally changed how the company processed and converted leads:
What made this project meaningful wasn’t the automation itself. It was the shift from a fragmented, manual, error-prone process to a cohesive operating system. I created more than 80 automated workflow to connect marketing, sales, support, product, and compliance into a single experience.
I redesigned the infrastructure that the revenue organization runs on. And because the each automated workflow is modular, rule-based, and API-aware, it can continue to evolve with the business. new products, new regions, new cadences, new routing logic, new onboarding steps. It’s scalable, predictable, and deeply integrated with how the company grows.
