Fernanda Cala
RevOps & CRM | I help B2B companies fix messy CRMs
New to Contra
Fernanda is ready for their next project!
Most B2B companies don’t have a lead problem — they have a follow-up problem.
I help companies clean and structure their CRM, organize lead data, and build simple follow-up systems that improve pipeline visibility and conversion.
This portfolio shows real cases where better CRM structure led to clearer processes and more opportunities.
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A B2B media company was managing data across multiple tools (Airtable, Zendesk, Swoogo, WordPress), creating fragmentation and inefficiencies.
There was no clear visibility, and workflows were complex.
I helped structure workflows, improve data organization, and coordinate systems to reduce friction across operations.
As a result:
Improved operational visibility
More consistent workflows
Better coordination across systems
This case shows how structured operations support scalability and efficiency.
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A traditional B2B company was managing over 600 contacts across spreadsheets, with no CRM or clear pipeline visibility.
Data was inconsistent, duplicated, and there was no structured follow-up.
I cleaned and structured the data, removed duplicates, and designed a CRM setup in HubSpot with clear segmentation and pipeline stages.
As a result:
Full visibility into the pipeline
Organized and usable lead data
Identification of inactive leads as missed revenue
This case highlights how CRM structure unlocks hidden opportunities.
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A B2B HR Tech company was generating leads through content and events, but lacked structure and follow-up in their CRM.
Leads were not clearly tracked, and there was limited visibility across the pipeline.
I worked on organizing lead management in HubSpot, improving how leads were tracked, and aligning with sales to monitor pipeline activity.
This contributed to:
28 qualified business meetings
12 closed deals
This case shows how improving CRM structure and follow-up can directly impact revenue.
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