Enterprise Growth CRM

#01 The challenge

Jotform’s best enterprise prospects were already using the product — teams inside large companies self-serving on consumer plans. Sales had no systematic way to find them among 15–20 million users, so enterprise outreach depended on inbound luck.

#02 Architecture & approach

I architected an internal CRM (the "Zeus" project) built on a behavioral signal pipeline: usage patterns, team-like collaboration behavior, domain clustering, feature adoption, and growth signals aggregated across products.

Elasticsearch powered the search and scoring layer over these signals; MySQL held the durable lead lifecycle. Signals rolled up into lead scores that ranked accounts by enterprise potential, and the system generated tasks and workflows for sales and customer success teams — lifecycle management, not just a list.

#03 Outcome

The platform produced 4–5 quality enterprise leads weekly and cut first-touch time by 20–25%. It reshaped how the enterprise sales motion worked: from cold prospecting to acting on live product signals.

It also fed the Enterprise admin dashboard improvements and server-wide customization capabilities (custom colors and logos across Jotform products) that enterprise customers used after conversion.