Weekly Salesforce adoption
Supported through Salesforce training and engagement.
SALES OPERATIONS · CRM · ENABLEMENT
Sales experience.
Systems thinking.
Execution at scale.
I’m Austin Grall. I connect frontline selling experience with enterprise CRM leadership to help sales teams turn strategy into everyday execution.
St. Joseph, Michigan / Director of Sales Operations
01 / MEASURABLE IMPACT
Scale with substance.
Selected results and scope from my work at SiteOne Landscape Supply.
Active Salesforce users
Managed within the enterprise CRM program.
Sales representatives
Supported by compensation programs I design and administer in Salesforce Spiff.
Book of business
Managed and grew as a Key Account Manager.
02 / SELECTED WORK
Turning complexity
into practical execution.
Three perspectives on building the systems, skills, and visibility that support a sales organization.
My work spans CRM and Spiff implementation, customer welcome and cadence processes, territory and account planning, role clarity, training, and sales dashboards. Explore the full project portfolio.
01ADOPTION & ENABLEMENT
Helping Salesforce
take root in the field.
Supported the enterprise rollout as the Salesforce user base expanded from 300 to 1,000.
300 to 1,000Salesforce users during rollout
Read case study
Context
As Salesforce Training Manager, supported an expanding enterprise Salesforce rollout.
My contribution
Designed and delivered role-based training for sales associates and leaders across the United States. Built and led a Salesforce Champion network and partnered on testing, requirements, and communications.
Documented scope
The rollout expanded the user base from 300 to 1,000. Later, as Director of Sales Operations, drove training and engagement supporting 90% weekly adoption.
These figures relate to different roles and periods; they are not a measured before-and-after comparison.
02CRM PROGRAM LEADERSHIP
Bringing structure
to enterprise CRM.
Led the Salesforce program with a focus on governance, platform operations, and field decision-making.
1,130active Salesforce users managed
Read case study
Context
CRM Program Manager at SiteOne Landscape Supply, June 2023–January 2025.
My contribution
Led Sales Cloud and Marketing Cloud strategy, roadmap, support, and adoption. Directed three administrators and one developer, and established standardized governance, prioritization, and support processes.
Delivered
Implemented Salesforce Maps and Territory Management. Integrated Power BI visualizations into Salesforce and built sales manager coaching programs around reports, dashboards, opportunities, and activities.
03SALES OPERATIONS
Connecting coverage,
incentives, and execution.
Partner with executive leadership to align Salesforce priorities and sales processes with business objectives.
600+representatives in compensation programs
Read case study
Context
Director of Sales Operations, January 2025–present.
My contribution
Develop territory management and customer coverage models. Design and administer sales compensation programs in Salesforce Spiff for more than 600 representatives.
Cross-functional execution
Lead work across Sales, Marketing, Operations, Finance, and technology teams to improve data integrity and go-to-market execution.
03 / EXPERTISE
Business priorities.
Connected capabilities.
Hands-on platform leadership, informed by the realities of selling and grounded in cross-functional partnership.
Sales operations strategy
Territory and coverage design · Sales compensation · Process standardization
CRM & platform leadership
Salesforce roadmap · Program governance · Prioritization · Data integrity
Enablement & change
Role-based training · Champion networks · Manager coaching · Adoption
Analytics & visibility
Power BI · Salesforce reports and dashboards · Customer insights
TOOLS OF THE TRADE
Salesforce Sales Cloud / Marketing Cloud / Maps / Spiff / Power BI / SQL / Excel / Jira
04 / CAREER
A foundation in the field.
A focus on enterprise impact.
Progressive responsibility at SiteOne Landscape Supply.
Director of Sales Operations
CRM effectiveness, sales processes, territory coverage, and compensation programs.
CRM Program Manager
Enterprise Salesforce strategy, roadmap, governance, and platform team leadership.
Salesforce Training Manager
National role-based training and a Salesforce Champion network.
Key Account Manager
Managed and grew a $5.0M book across Metro Detroit, West Michigan, and Northern Indiana. Regional recognition for top sales production and growth in 2021.
Business Development Manager
Built a $2.8M book focused on landscape maintenance customers in Metro Detroit.
Customer Sales & Support Representative
SiteOne Landscape Supply.
EDUCATION
Michigan State University
B.S., Crop and Soil Sciences, Turfgrass Management · May 2014
05 / LET’S CONNECT
Let’s talk about
your sales organization.
For conversations about sales operations, CRM leadership, and seller enablement.
grallaus@gmail.com