Territory architecture, lead routing, spatial analytics, and the automation infrastructure that turns go-to-market strategy into repeatable execution.
Production work, anonymized for publication.
Salesforce-native rep routing for ~200k accounts across eight product lines and 7 divisions at a multi-division distributor. Geographic lookup, selling rep derivation, and access control through Enterprise Territory Management.
A native processing engine that uses generative AI and multi-factor fuzzy matching to parse, enrich, and route bulk-imported trade show scans into timely follow-ups.
Proof-of-concept outbound system that generates hyper-localized prospecting emails for a B2B manufacturer. Each email embeds a custom map of unfilled commercial demand within 10 miles of the prospect's HQ.
I design and build the systems that modern sales organizations run on. From complex territory models and programmatic lead routing to advanced CRM architecture and data pipelines, my work bridges the gap between overarching strategy and flawless technical execution.
I approach revenue operations with a developer's mindset. I believe that internal GTM infrastructure deserves the same technical rigor and scalability that you would apply to core product engineering.
Salesforce, ETM, Apex, Flows, LWC, CPQ, territory modeling
Generative AI, lead routing, enrichment, process automation
Python, SQL, spatial analysis, geocoding
Territory planning, account segmentation, pipeline architecture
Interested in working together or have a question about one of my projects? Send me a message and I'll get back to you.
Salesforce-native rep routing for ~200k accounts across eight product lines and 7 divisions at a multi-division distributor.
The company needed to recreate and fortify its assignment logic coming out of a legacy CRM into a shared Salesforce organization. At any given time, only one sales team could sell a given product to a customer. In the legacy CRM, this information was often inaccurate, leading to underserved accounts.
The system looks up a customer's zip, stamps the right rep per division, applies business rules to resolve ties and special cases, then grants those reps access to the account through Salesforce's native sharing model.
A custom object maps each U.S. zip code to per-division territory rep initials. This is the workaround for the ETM platform limit. Rules are capped at 1,048 characters, which made rule-based ETM unworkable for a nationwide footprint. The zip lookup sidesteps that entirely.
A before-insert/before-update trigger reads the zip lookup and stamps eight geo rep fields on the Account.
A service class computes the actual assigned rep per product line from the geo reps, the account's assignment type, the account type, and related records created by the ERP that override the default. Each product has its own derivation rule; the shared product lines swap main and alternate reps based on assignment states that are calculated interdependently.
An async queueable diffs the desired territory set against existing ObjectTerritory2Association records and creates or deletes as needed. ETM then provides record-level sharing to the assigned reps.
When a zip's geo rep changes (territory redraw), the trigger re-derives selling reps for affected accounts. But selling reps can have manual exceptions; an account isn't necessarily assigned to the geographic default. Running broad derivation would wipe those exceptions.
Solution: Snapshot all selling rep fields before derivation, run derivation, then restore any field that had a non-blank value pre-derivation. Exceptions preserved, blanks filled in. Single-pass, bulk-safe, no metadata tracking required.
The system is designed to fail safely, log its own problems, and stay fast at bulk-import scale. Every piece can be shut off independently without taking the rest down. Two hierarchy-level custom settings control execution:
Every public entry point on the trigger handler checks the relevant switch before doing anything. An integration user can be granted bypass without affecting interactive users.
Instead of failing silently or throwing, the ETM queueable logs a typed record to a dedicated error object: unmatched territory names, query failures, insert failures, delete failures. Territory managers get a queryable backlog of data issues rather than an opaque failure with no starting point.
A Lightning component displays selling reps and geo reps as two toggleable views on the account page. Edit mode is gated by server-side authorization: the running user must either hold a permission set or have initials matching the displayed rep fields.
What used to take days of back-and-forth and an unknown turnaround now takes an internal pull request. Sales has visibility and clarity they didn't have before. Data quality issues get surfaced rather than hidden.
Territory managers now have a queryable backlog of assignment issues instead of opaque failures. Reps see their own assignments on the account page and can self-correct through governed edit controls. Engineering can ship logic changes in hours through a change set.
| Layer | Technology |
|---|---|
| Platform | Salesforce with Enterprise Territory Management |
| Backend | Apex |
| Frontend | Lightning Web Component |
A native processing engine that uses generative AI and multi-factor fuzzy matching to parse, enrich, and route bulk-imported trade show scans into timely follow-ups.
Reps capture hundreds of badge scans at trade shows, dictating unstructured notes into a mobile app. Scans are exported to CSV and bulk-imported into Salesforce for follow-up the Monday after the show. Sorting which scans matched existing accounts vs. net-new prospects used to take weeks.
The system intercepts the import and combines the Gemini API with on-platform Salesforce logic to structure and route leads before Monday outreach.
An async Apex batch handles the bulk import without hitting concurrent governor limits.
Apex passes each dictated note to Gemini with a prompt that forces a structured JSON response: the competitor mentioned and a standardized product category. An injected synonym map keeps messy field notes strictly bound to internal categories.
Apex cross-references each scan against existing Contacts and Accounts on email, phone, and address, with a fuzzy match on company name to link the scan to the right CRM record.
The enriched payload hands off to a Salesforce Flow that executes the Monday follow-up logic based on the match results.
On a match, the interaction is linked to the Account and a targeted Task is generated for the rep(s) covering the relevant categories, surfacing the standardized product interest and competitor intel.
If no match is found, a new Lead is created with category and competitor mapped to custom fields and routed to the relevant rep(s) for qualification.
Post-show CSV dumps become prioritized action items. Reps start Monday with targeted tasks on the right accounts and enriched net-new leads pre-categorized by product interest. No high-intent interaction gets lost in manual sorting.
A proof-of-concept outbound sales system that generates hyper-localized prospecting emails for a B2B manufacturer. Each email embeds a custom map showing unfilled commercial demand within a 10-mile radius of the prospect's HQ.
The target persona is a regional service contractor who could become a certified installation partner. The email doesn't sell directly; it sells the demand signal the prospect didn't know existed in their area. Every red dot on the embedded map represents a real commercial site that requires installation services, and the contractor's office is pinned at the center.
Example email: personalized map showing unfilled commercial demand near a prospect's HQ in the DFW metroplex.
| Layer | Tool |
|---|---|
| Public registry scraping | Python |
| Geocoding | Google Maps API / Census TIGER |
| Spatial matching | geopy |
| Map rendering | OpenStreetMap tiles with CSS overlay |
| Email templating | Jinja2, inline CSS |
Public infrastructure registries and municipal databases are scraped and normalized into a table of commercial sites with lat/lon and installation status. For each prospect, a spatial query pulls all active sites within 10 miles that have no assigned service partner.
The map is rendered as a CSS grid of real OpenStreetMap tile images. Each map is a self-contained static image that can be rasterized to PNG or embedded inline in an email.
Pattern interrupt: A personalized map in a cold email is visually jarring. The prospect sees their own city, their own neighborhood, their own HQ pinned on a map surrounded by red dots. That's hard to ignore.
Data-backed urgency: Every dot represents real commercial demand. The email doesn't make vague claims about "market opportunity"; it shows specific, verifiable demand in the prospect's backyard.
Scalable personalization: The pipeline generates a unique map for every prospect. The marginal cost of personalizing the 1,000th email is the same as the 1st.
Open rate lift: Personalized content consistently outperforms generic copy by 2-3x in B2B outbound benchmarks.
Pipeline coverage: A single engineer automates the research that would take each sales rep weeks to do throughout their territory.