CRM Recovery and Optimization for Kestrel Media

Kestrel Media Group × Salesforce From pipeline chaos to revenue clarity

Competition Deck · Executive Storyline · Glossy Cliff

CLIENT

Kestrel Media Group

PLATFORM

Salesforce CRM

Glossy Cliff

ROLE

CS & Account Manager

GROUP 1 · CRM H EALTH SNAP SHOT

Salesforce Health Snapshot Live dashboard review — exposing the activity-versus-value gap in Kestrel

Media's Salesforce account.

91% Active Users

10 of 11 users logging in regularly

1,130 Contacts Created

High CRM activity volume

74 Open Deals

Pipeline looks active — not reliable

0

Active account. Zero commercial return. The account shows consistent user logins and high contact volume — yet the pipeline has delivered no enterprise revenue. Activity is not the same as value.

C S M V E R D I C T

0 Enterprise Deals Closed

Critical commercial gap

38% Duplicate Contacts

Data quality risk

29 Stale Deals

Pipeline reliability risk

5.4% Email Open Rate

Well below industry benchmark

0 Sales Dashboards

No trusted reporting in place

PROJE CT CH ANNEL

Internal Coordination: Onboarding Workstream How the team aligned communication, ownership, and handoffs throughout the

recovery project.

CHANNEL: #KESTREL-CRM-RECOVERY

One source of coordination

A dedicated project channel created on Day 1 for the Kestrel onboarding workstream. All updates, blockers, and stakeholder handoffs flowed through one place — no information scattered across email threads.

CSM ANGLE

Operational discipline

A structured channel demonstrates that the recovery effort was managed deliberately — not informally. Executives can see

evidence of a coordinated operating system, not just effort.

Tone: organised · accountable · transparent

01Single source of truth A dedicated channel prevents communication fragmentation — all updates, decisions, and handoffs are searchable and attributed.

02Fast stakeholder alignment

Updates reach all parties simultaneously — eliminating the "I wasn't told" breakdowns that kill onboarding momentum.

03Visible accountability Named ownership for every task. Nothing falls through the gaps. Every action has a person and a deadline.

04Evidence of organisation When executives ask how the recovery was managed, this channel is the proof. Discipline is visible, not assumed.

PROCE SS MA P

Broken CRM Behaviour to Revenue Visibility Root cause chain: how Kestrel's CRM misuse created a commercially unreliable

pipeline — and what the improved workflow looks like.

✕ CURRENT BROKEN CRM FLOW

✓ IMPROVED REVENUE WORKFLOW

Prospect contacts Kestrel

No duplicate check — new contact created regardless

Sales team creates deal

Duplicate record created — no merge discipline

Deal stage advanced manually

No buyer intent evidence required to progress

Follow-up not triggered

Automation not configured — reminders missed

Deal becomes stale

No dashboard visibility — deal silently dies

Leadership sees nothing

Pipeline opaque — revenue narrative untrustworthy

Prospect enquiry received

Logged immediately — duplicate check runs automatically

Contact created or updated

Merge logic prevents duplicate records

Deal confirmed with intent

Budget and decision-maker verified before deal advances

Automated follow-up triggered

Sequences activate on schedule — no manual action needed

Dashboard tracks progress

Closed/lost recorded cleanly — pipeline is trusted

Executive sees real revenue

CEO dashboard live — decisions made on real data

CSM interpretation: This is a value-adoption gap, not a platform failure. Noisy process → unreliable pipeline → zero commercial

output.

EXECU TION WORKS TREAM

Turning Recovery into Owned Work From process diagnosis to structured project execution — a 6-week framework

with clear ownership and accountability.

W1 EXECUTIVE ALIGNMENT & CRM AUDIT

W2 DATA CLEANUP & DEDUPLICATION

W3 PIPELINE REDESIGN

W4 AUTOMATION REBUILD

W5 REPORTING & DASHBOARD

W6 TRAINING & ADOPTION REVIEW

CSM VALUE

Ownership, cadence, and accountability The process map diagnoses the problem. The execution board proves the team had a structured system to manage it. Every task carries a named owner, a due date, and a priority level — eliminating ambiguity and preventing things from falling through.

All 6 tasks assigned as HIGH priority · Tool: Salesforce · Owner: visible on every row

CLEAN STAT E

The Dashboard Becomes Executive-Readable After the baseline diagnosis, the cleaned view gives leadership a simple,

trustworthy health and ROI lens.

74 Health Score

Strong account health signal for leadership

78 NPS Score

Improved customer sentiment and confidence

CSM INTERPRETATION

The executive operating dashboard

This is the dashboard state that leadership can use for weekly value reviews, account governance, and ROI conversations. The CEO no longer has to ask what's happening — the dashboard answers it in real time.

Health score + NPS visible at a glance · Weekly executive rhythm enabled

KESTR EL ME DIA G ROUP — SAL ESFOR CE RE COVERY PLAN

90-Day Success Framework CEO Review Document · Focus areas: data clean-up · pipeline discipline · team

certification · sequence performance · board reporting

DAY 30 · FIX THE FOUNDATION

Clean the base

–Duplicates below 10% — CRM data becomes reliable enough to act on

–All broken automations fixed — sequences working as intended

–CEO dashboard live — leadership has real-time pipeline visibility

–Email open rate above 14% — sequences reaching the right contacts

–Deal stage rules enforced — progression requires evidence

DAY 60 · BUILD MOMENTUM

Generate proof

–4+ deals past proposal stage — real commercial progress visible

–Email open rate above 20% — sequences converting more consistently

–Duplicates below 5% — CRM is now fully trustworthy

–9+ users certified — majority of team is Salesforce Sales trained

–Zero stale deals 45+ days — pipeline is live and moving

DAY 90 · DELIVER RESULTS

Close the ROI story

–3+ enterprise deals closed — Salesforce generating real revenue

–Email open rate above 24% — at or above benchmark

–NPS above 45 — team satisfaction with platform restored

–All 11 users certified — full team trained and confident

–Board ROI report presented — Salesforce investment justified

All metrics are outcome-based. Activity metrics such as logins and contacts created are not the focus — only results that prove commercial value.

EXECU TIVE CONVE RSATI ON

Pre-Board Alignment: Kwame Asante × Head of CS Before the board conversation, the goal is to align the CEO on a frank, data-

led, non-defensive narrative.

01Acknowledge the zero-deal outcome Name the gap directly — without blaming the team. The platform works; the adoption motion was broken.

02Reframe as a value-adoption problem This is not a Salesforce failure. It is a process and behaviour gap that a structured CSM recovery can fix.

03Prepare a fixable board narrative Board conversations need a clear problem, a measurable solution, and a credible timeline. We give the CEO all three.

04Secure executive sponsorship The CEO must own pipeline reviews, deal-stage discipline, and dashboard-led decisions. CSM cannot drive this alone.

▶ PLAY RECORDING HERE

Kwame Asante × Head of Customer Success

Insert the recorded alignment conversation at this point in the presentation.

Tone: frank · non-blaming · data-led · solution-focused

PHASE C · 90-DA Y TRA NSFOR MATIO N

Kestrel Media — Salesforce: Before & After Revenue Recovery View — what the platform looked like before CSM intervention,

and what it became.

✕ BEFORE: THE BROKEN SALESFORCE STATE

38%Duplicate Contacts

CRM records duplicated — data quality critically compromised

29Stale Deals

Open deals with no activity — false pipeline confidence

5.4%Email Open Rate

Prospects not engaging — outreach structurally broken

ZeroDashboards

No reporting — leadership making decisions blind

0Enterprise Deals Closed

Zero wins despite active CRM usage

Busy≠ Productive

Activity logged without structure or commercial follow-through

✓ AFTER 90 DAYS: SALESFORCE AS A REVENUE ENGINE

CleanCRM Hygiene Restored

Duplicates removed — contacts and pipeline sanitised

↓70%Stale Deals Cleared

Dead deals removed — pipeline reflects true opportunities

↑3×Email Engagement

Segmented sequences driving measurable outreach lift

LiveExecutive Dashboards

Real-time revenue visibility — CEO sees pipeline daily

ActivePipeline Management

Weekly reviews and structured deal-stage discipline

OwnedFollow-Up Cadence

CSM-led rhythm — no prospect falls through the cracks

FIN AL RE COMME NDATI ON

Kestrel Media is not a lost account. It is a recoverable account

with a broken adoption motion.

Customer Success has turned CRM chaos into revenue visibility by diagnosing the gaps, aligning executive leadership, rebuilding automated

workflows, enforcing pipeline accountability, and tracking outcomes through a clear 30, 60, and 90-day evidence framework.

SUCCESS MEANS MOVING FROM CRM NOISE TO TRUSTED REVENUE VISIBILITY.

PREPARED BY GLOSSY CLIFF · CUSTOMER SUCCESS & ACCOUNT MANAGER

KESTREL MEDIA GROUP × SALESFORCE · HEAD OF CS REVIEW