Skill
CRM & Backend Systems
The sorting machines: systems that decide who gets the humans.
The front of marketing gets all the attention — the ads, the pages, the posts. But the money gets made (or lost) in the back: how leads get tracked, scored, sorted, and followed up. I build that backend — mostly in GoHighLevel — so every enquiry lands in the right lane automatically, the sales team only talks to people worth talking to, and nothing falls through the cracks because nothing depends on someone remembering.
How I approach it
Sort people; don't gatekeep them. Everyone gets let in — the system quietly works out who's ready now, who's close, and who's years away, then gives each the experience that fits. Time saved for the business, respect preserved for the visitor.
The money model lives in the backend. Upsells, downsells, continuity — the ladder logic from Hormozi's $100M Money Models only works if the system underneath can actually walk people up it. That's what I build: the tags, triggers, and automated paths that turn a pricing strategy on paper into a machine that runs it.
Small commitments compound. Cialdini again: people act consistently with steps they've already taken. So my qualification flows ask for tiny commitments — a scorecard, a quiz, a booking — and each one both sorts the lead and deepens their investment. The sorting is also the selling.
Score with rules, not vibes. Lead quality shouldn't depend on someone's gut on a Tuesday. I build scoring systems — dozens of rules reading behavior and answers — so "hot lead" means the same thing every time.
Architecture before automation. Fields, tags, pipelines, and naming conventions get designed first, like a database — because automations built on a messy foundation become a haunted house nobody dares touch.
AI in the loop, honestly. Where it genuinely helps — chatbot qualification, smart routing, AI-assisted workflows — I wire it in. Where it's a gimmick, I don't. Receipts over buzzwords.
Documented or it didn't happen. Every build ships with SOPs. The system should outlive my involvement — that's the point of a system.
The bookshelf behind this
$100M Money Models (Hormozi) for the ladder economics the backend exists to run · Influence (Cialdini) for the commitment psychology inside every qualification flow.
Where I've done it
A qualification engine for a five-figure product. Scorecards feeding a scoring brain, three lanes of automated follow-up, and a tier system that gently steps quiet leads down instead of nagging them. Nineteen attendees in, one five-figure close out — and the engine has since been promoted to the client's main contact flow, with AI chatbot integration next.
Full story →A CRM built like infrastructure. 84 custom fields, 100+ tags, a 38-rule lead scoring system, and smart lists — the architecture underneath everything else a business builds.
Full story →Routing for a two-track campaign. Every reply, click, and quote request auto-tagged into the right follow-up path across two simultaneous sequences.
Full story →Also on the workbench
A lead-scoring SOP and dashboard rebuild — a five-section dashboard layout with ad and social widgets, plus the written rules so "hot lead" means the same thing to everyone on the team.
Team operating systems (SOPs) for multiple client accounts — role assignments, QC checkpoints, turnaround rules, file management — the boring documents that keep good work repeatable.
Email deliverability infrastructure — domain authentication (SPF, DKIM, DMARC) and sending setup, so the automations actually reach inboxes.