01
Your systems disagree
CRM says one thing. Finance says another. Marketing reports something else.
I create one reliable source of truth.
- Ad platforms
- 1,431
- CRM
- 1,284
- Finance
- 1,190
Data · Automation · Reporting
Taking on new work.
I connect the systemsbehind your business.
Data, CRM, marketing, sales and operations — connected into one system that gives you clearer decisions, better visibility and less manual work.
One customer. Seven systems. Nine days.
I work across the full business data chain.
Grouped by where each one sits in the chain.
CRM
- Salesforce
- GoHighLevel
- HubSpot
- Pipedrive
Acquisition
- Google Ads
- Meta Ads
- LinkedIn Ads
Analytics
- GA4
- PostHog
Calls
- Aircall
Payments
- Stripe
- Chargebee
Warehouse
- BigQuery
- Supabase
- PostgreSQL
Reporting
- Power BI
Automation
- n8n
- Python
- Webhooks
Businesses rarely have a data problem.
They have a connection problem.
Problems I fix
The biggest issues usually happen between systems, teams and reporting processes.
Leads, last month - 02
Reporting is still manual
Teams export files, update spreadsheets, reconcile numbers and rebuild the same reports every week.
I automate the workflow.
One reporting cycle - Mon 09:00
- Export 6 files
- Mon 15:00
- Reconcile by hand
- Wed 11:00
- Report finally out
- 03
Revenue cannot be explained
You know how much revenue came in, but cannot confidently explain which activity generated it.
I connect marketing and sales activity to revenue.
Closed revenue, by source - Attributed
- 38%
- Partial / guessed
- 24%
- Unknown
- 38%
- 04
Opportunities disappear between systems
Leads, calls, follow-ups and customer activity exist, but nobody sees the full journey.
I connect the customer journey.
Inbound leads, one quarter - Received
- 2,140
- Contacted
- 1,655
- Never contacted
- 485
Selected outcomes
Three of 8 · names withheld
Three of the problems I have been brought in to solve. Client names are withheld, so each is identified by sector.
Case 01Reporting AutomationMulti-channel training provider
30 hrs → 2 hrsper week
Problem
A recurring management reporting process relied on manual exports from five platforms, spreadsheet updates, data checks and repeated reconciliation. By the time the numbers were agreed, the week they described was already over.
What changed
The workflow was rebuilt around scheduled data pipelines, a modelled reporting layer with agreed KPI definitions, automated validation rules and alerting when a source stops delivering.
Outcome
Reporting preparation dropped from roughly 30 hours per week to around 2 hours of review and validation. Numbers now arrive before the meeting instead of after it.
- BigQuery
- n8n
- Power BI
- Google Ads
- Meta Ads
- Stripe
- 93%
- Less manual preparation
- 6
- Sources consolidated
- Daily
- Refresh instead of weekly
Case 02360° Lead & Sales IntelligenceSubscription business with an outbound sales team
One customer.One view.
Problem
CRM records, call activity, marketing source data and payment history lived in four systems. Nobody could answer a simple question — what actually happened with this customer — without opening four tabs and guessing.
What changed
Lead, call, opportunity and payment signals were resolved to a single customer identity, cleaned of duplicates, and combined into one unified view with follow-up quality and pipeline movement made visible.
Outcome
Sales teams and management gained one clear picture of customer activity, follow-up and opportunity status — including the leads that had never been contacted at all.
- Salesforce
- Aircall
- GoHighLevel
- Chargebee
- PostgreSQL
Sources joined
4
To first call
11 min
Record status
Complete
- META ADSClicked campaign · Q3 Webinar
- GOHIGHLEVELForm submitted · 14:02
- SALESFORCELead assigned · owner set
- AIRCALLOutbound call · 4m 12s · connected
- SALESFORCEOpportunity created · £14,400
- CHARGEBEESubscription active · annual
- 4 → 1
- Systems to check
- 100%
- Calls matched to CRM records
- Visible
- Follow-up quality per rep
Case 03Revenue AttributionPaid-acquisition-led business, multiple markets
Marketing → Revenueend to end
Problem
Marketing spend, lead activity and closed revenue were held in separate systems with inconsistent campaign naming. Channel performance was argued about monthly and never settled.
What changed
Campaign, lead, opportunity and payment data were connected through one attribution model, with enforced naming standards, validated tracking and revenue joined back to the original acquisition source.
Outcome
Management could finally see which channels and campaigns were contributing revenue rather than volume — and move budget on evidence instead of opinion.
- Google Ads
- Meta Ads
- LinkedIn Ads
- GA4
- BigQuery
- Stripe
SpendRevenue attributed
Google Ads
Meta Ads
LinkedIn Ads
Organic / direct
Same spend, redistributed. The channel with the largest budget was not the channel producing the revenue.
- Spend → £
- Joined at customer level
- 3
- Ad platforms reconciled
- CAC / ROAS
- Reported on real revenue
Positioning
Most specialists work inside one system.
I work between them.
Every one of these people is good at their job. None of them is responsible for what happens in the gap after it.
Nobody is hired to own a seam. That is the part I take.
A paid media agency
Ad platforms, campaigns, budget, creative
SeamCampaign data lands in the CRM with the source stripped out.
A CRM consultant
Objects, fields, pipelines, automation rules
SeamA pipeline stage means one thing to sales and another to the model.
A RevOps hire
Process, stages, forecasting, sales discipline
SeamThe dashboard reports revenue nobody can trace back to a campaign.
A BI contractor
Dashboards, models, definitions, reporting
What I can own
Most engagements start in one row and end up touching all three.
Connect
Connect the platforms your business already relies on.
- APIs and webhooksCRM integrationsData pipelinesData warehousesCRM data qualitySystem architecturePayment integrationsMarketing platform integrations
Understand
Turn disconnected activity into attribution and reporting you can trust.
- Business intelligenceRevenue attributionLead-to-revenue reportingMarketing analyticsCustomer journey analysisSales reportingExecutive dashboardsFunnel analytics
Automate
Remove repetitive work and automate the processes that should not be manual.
- Operational workflowsCRM automationAI workflowsData validationAlerts and monitoringReporting automationLead routing
From disconnected tools
to one working system.
Sources
- Google Ads
- Meta Ads
- Salesforce
- GoHighLevel
- Aircall
- Stripe
- GA4
Data layer
One warehouse. Deduplicated, standardised, identity-resolved, versioned.
Business logic
Agreed KPI definitions, attribution rules, segments and thresholds.
Dashboard
- Executive view
- Marketing performance
- Sales performance
- Revenue attribution
Automation
- Lead routing
- Follow-up triggers
- Data validation alerts
- Anomaly detection
Every engagement ends up looking like some version of this. The names change; the shape rarely does.
How I work
Four stages. Each one ends with something you can see, use or hand to your team.
- 01
Diagnose
Understand what is broken, unclear, duplicated or unnecessarily manual.
Ends withA written map of your systems, data gaps and the cost of each one.
- 02
Design
Define the simplest architecture that solves the actual business problem.
Ends withAn architecture and KPI definition your team agrees with before build.
- 03
Build
Connect, automate, validate and document the solution.
Ends withA working system, monitored, documented and handed over.
- 04
Improve
Use the resulting data to identify the next opportunity.
Ends withA prioritised shortlist of what is now worth fixing next.
You do not need to manage the technical details. That is part of the job.
Independent by design.
I work directly with businesses that need senior-level data, analytics and automation capability without building another internal department.
My work combines business intelligence, marketing analytics, CRM architecture, automation and system integration.
I am most useful when the problem crosses multiple platforms, teams or data sources and needs someone who can understand both the business problem and the technical implementation.
- Practice
- Data & BIMarketing AnalyticsRevenue OperationsCRMAutomationAI WorkflowsSystem Integration
- Engagement
- Fixed scope, retainer or implementation + support
- Works with
- Founders, CEOs, COOs, CMOs, Heads of Sales & RevOps
- Availability
- Selected projects, working internationally
Working internationally
What clients say
Attributed by role and sector
01
Commercial Director
B2B training group
We stopped arguing about whose number was right. That sounds small. It changed how the whole leadership meeting runs.
02
Head of Sales
Subscription fintech
The first two weeks were uncomfortable — he showed us leads we had paid for and never contacted. Then he built the thing that makes sure it cannot happen again.
03
Marketing Operations Manager
Multi-brand e-commerce
Monday used to cost me a full day of exports and formatting. Now I spend twenty minutes checking a report that built itself overnight.
04
Chief Operating Officer
Professional services firm
He is the only external person we have worked with who understood the Salesforce side and the finance side well enough to make them agree with each other.
Where I am most useful
I work best with growing businesses where operational complexity has started to outgrow spreadsheets and disconnected tools.
Best fit if you
- You use several SaaS platforms that do not talk to each other
- You have meaningful lead or customer volume
- Your reporting still depends heavily on spreadsheets
- You need better visibility across departments
- You have recurring processes worth automating
- You need reliable marketing-to-revenue reporting
- You want one person to own the problem end-to-end
- Your problem crosses more than one system
Probably not a fit
- A single one-off chart or spreadsheet formula
- Hourly technical support without a defined outcome
- Work that stays inside one tool and one team
Best suited to projects where the problem crosses more than one system.
Have a messy system?
That is usually where I can help.
Tell me what is not working, what is still manual, or what you cannot currently see clearly. If it is not something I should take on, I will tell you that too.
hello@mehrdadfashami.comStart with whichever is true
- 01“Our numbers do not match between systems”
- 02“Reporting takes too long every week”
- 03“We cannot explain where revenue comes from”
- 04“Leads are falling through the process”
Taking on new work.