03 · CRM Transformation · Data Migration
Salesforce CRM Transformation & 20M-Record Migration
Delivering a full Salesforce deployment and migrating 20M+ records while cutting lead conversion time by 35%.
Executive summary
As a Process Engineering consultant at EP Wealth Advisors, delivered a full Salesforce CRM deployment, migrating and syncing over 20 million records and redesigning lead routing to improve marketing-to-sales handoff.
- Role
- Consultant — Process Engineer
- Timeline
- Nov 2024 – Mar 2025
- Budget
- 20M+ records migrated
- Team
- Agile delivery · Sales, Marketing, Ops, IT, DevOps, BI
- Methodologies
- Agile DeliveryData MigrationCRM TransformationProcess Engineering
Process flow
- 01
The Problem
- 02
The Approach
- 03
The Result
35%
Reduction in lead conversion time via redesigned routing and journey builders
01 — The Problem
Advisor sales workflows ran on Practifi and HubSpot with limited pipeline visibility and forecasting. Lead routing was inefficient, marketing-to-sales handoff was slow, and reporting across business units lacked a single source of truth.
02 — The Approach
Led the CRM transformation and Salesforce implementation supporting advisor sales workflows, client acquisition, and reporting analytics. Managed Agile delivery teams responsible for CRM enhancements, the 20M+ record migration from Practifi and HubSpot into Salesforce Financial Services Cloud and Salesforce Marketing Cloud, and integration with BI tools and downstream financial systems. Partnered with Sales, Marketing, and Operations to define the CRM roadmap.
03 — The Result
Delivered full Salesforce CRM deployment with 20M+ records migrated and synced onto Financial Services Cloud and Marketing Cloud. Redesigned lead routing workflows and journey builders, reducing lead conversion time by 35% and improving marketing-to-sales handoff. Identified and mitigated risks across the implementation lifecycle, with data integrity and system adoption as named controls.