Most data strategy roadmaps I’ve reviewed in the past three years share the same flaw: they describe a target architecture in detail but skip the messy middle. A B2B SaaS client recently showed me a 40-slide deck mapping their future Snowflake plus dbt plus Reverse ETL stack, with zero analysis of the seven legacy pipelines […]

About 60% of the automation projects I get pulled into during their second or third month share the same root cause for the trouble: nobody ran a serious readiness check before the build started. The CRM data was assumed to be cleaner than it was, the process owner was unclear, or the legal team had […]

The first CRM audit I ran this year, for a mid-market SaaS company in Madrid, surfaced 47,000 contact records with no associated lifecycle stage and a marketing automation platform sending nurture emails to 12,000 of them. The client thought their database was healthy because the CRM dashboard showed 180,000 contacts and a 23% open rate. […]

Last quarter we audited a stalled CRM migration for a mid-market retailer in Barcelona. The previous vendor had skipped discovery, jumped straight to implementation, and burned through €180,000 before anyone noticed the source data had three conflicting customer ID schemes. That project did not fail because of bad engineers. It failed because the engagement had […]