B2B/B2C SaaS · Sales tech
Surfe
Fixing the measurement layer and preparing the US entry for a LinkedIn-to-CRM sales tool.
RoleConsultant
Period2025 - present
VerticalB2B/B2C SaaS · Sales tech
Channels & stackGoogle Ads · Paid Social · GTM · CRM Attribution
Context
Surfe connects LinkedIn to the CRM for sales teams. The mission had two legs. First, paid growth on top of a tracking stack that had drifted: cross-domain flows, CRM attribution and conversion data no longer matched. Second, preparing the US launch from scratch, the same playbook I had run at Agicap.
What I did
- Audited nine months of Google Ads history: campaigns, ad groups, keywords, search terms, ads
- Rebuilt conversion tracking so the ads, the website and the CRM report the same numbers
- Designed the paid search architecture: intent mapping, match types, brand and non-brand separation
- Built ICP and persona frameworks aligned with how the product is actually bought
- Scoped the US entry: market requirements, account setup, team training
- Delivered it all as working documents: audit deck, tracking blueprint, GTM plan, phased roadmap, ABM plan
What it changed
A paid program with numbers everyone can trust and a clear runway into the US market. What started as a three-day audit grew into months of hands-on work.
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