Keff Technologies Inc. · GTM Product Marketing Lead · December 2025Built Lead Segmentation Model and Unified Pipeline Dashboard
When I joined Keff Technologies, the GTM team was operating with broad, unsegmented lead lists and manual spreadsheets. This meant sales reps were spending significant time chasing low-fit leads, and leadership had no unified view into pipeline health — making it difficult to forecast accurately or prioritize effectively. I was tasked with solving this within a single quarter: build a scalable segmentation model and stand up a unified analytics dashboard so leadership could track pipeline health in real time.
To tackle this, I started by auditing the existing CRM data to understand where the gaps and inconsistencies were. From there, I defined four distinct segments based on firmographic and behavioral fit criteria, giving sales a clear framework for prioritizing outreach. I then architected a data pipeline connecting HubSpot to Metabase, feeding into a Tableau dashboard that updated pipeline metrics daily, giving leadership a real-time, single source of truth for pipeline reviews.
The results were immediate and measurable. Within the first quarter, sales reps' time spent on unqualified leads dropped by 30%, freeing them to focus on higher-fit opportunities. Leadership adopted the dashboard as the standard tool for weekly pipeline reviews, and forecast accuracy improved by 20% as a direct result of the new segmentation model and unified reporting infrastructure. This work transformed how the GTM team operated — moving from fragmented, manual processes to a scalable, data-driven system that directly supported better sales efficiency and leadership decision-making.
