Admiral Markets: governing a business-critical CRM platform

Strategy, migration, platform operations and vendor delivery across a business-critical internal CRM ecosystem.

Role: Business Analyst | CRM Platform & Delivery Lead
Platform: Business-critical SugarCRM ecosystem
Delivery group: Distributed vendor group of about 15

Owned roadmap and operational delivery across Sales, Support, Compliance, Marketing, Risk and management, translating cross-functional demand into governed execution.

Strategy

Roadmap, vendor delivery and predictability

Led a distributed group of about 15 across analysis, development, QA and DevOps and sustained ~90% attainment of committed sprint goals within agreed timelines.

Near-daily backlog refinement
Explicit allocation across strategic, tactical and operational work
Cross-functional requirements and dependencies
Release, UAT and acceptance control

Migration

Sugar 9 production migration

Led the six-month migration from requirements and infrastructure readiness through production rollout and stabilization, completing slightly ahead of plan with high quality.

Scenario assessment and readiness work
Infrastructure and dependency coordination
Rollout, acceptance and stabilization
Completed slightly ahead of plan

Operations

Platform stability and operations

Reduced daily user-reported CRM problems 10×, from roughly 30–33 to no more than 3 within several months.

Root-cause stabilization
Release controls
Service Desk and triage model
Model later adopted across IT

Commercial governance

Budget control and executive decision support

Kept actual CRM spend approximately 30% below the approved budget over three years and translated platform choices into decision-ready board material.

Vendor rate and capacity decisions
Scope prioritization and licensing controls
Invoice governance
Five-year SugarCRM-versus-Salesforce TCO scenarios