Building the system of action for sales

There comes a time in every startup’s life when it is time to pick a CRM.

For more than twenty years, the default has been Salesforce, usually after teams outgrow Notion tables or get lost across spreadsheets. Things slip. Ownership blurs. Chaos creeps in. Salesforce arrives to restore order.

CRMs became systems that capture noise, not signal.

Every deal generates forms, fields, and every data point needs a human to translate it into a dropdown selection

As founding designer, my job was to understand the reps. Their pipeline reviews, their forecast calls, the hours they lost translating conversations into dropdowns. The goal was simple. Build a CRM that worked for reps, not the other way around. Sales reps deserved better than busy work.

Agentic AI sat at the core of the product, which meant we got to build from first principles. No legacy patterns to inherit. No dropdowns to defend. Just the question: what should this actually feel like?

Craft lives in what gets ignored. I raised PRs on hierarchy, copy, defaults, the edge cases others shipped past. The small things. Invisible when right. Unforgivable when wrong.