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Fernando Benini

@fernandobenini

I make a company's processes, systems and data work as one: Salesforce, CRM and process architecture for global B2B sales organizations.

Canada

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What I'm looking for

Business systems or business applications leadership: owning Salesforce and the processes and data around it for a B2B organization. Remote in Canada or hybrid in Toronto. Full-time or contract.

At Seequent, I own how Salesforce supports the global B2B software sales organization, from demand prioritization to process architecture, data governance, and reporting. I led a master data governance program that remediated 24,000 customer accounts, with about 85% classified automatically by rule.

I also led Seequent’s first end-to-end sales process architecture, creating five core processes and guides that became the foundation for redesign and onboarding. For the Salesforce pipeline, I led discovery for opportunity-stage and forecast-probability changes, removing a manual correction that recurred more than 80 times a year in each of five regions.

As an independent consultant with B9 Consulting Inc., I led a Salesforce CPQ implementation from scope through go-live in about five months, including declarative configuration and data migration. Earlier, I co-founded TNF Data and Information Processing, a legal-information subscription business that served more than 250 law firms.

Experience

Work history, roles, and key accomplishments

Current

Senior Business Analyst

Current

Seequent, a Bentley Systems company

May 2021 - Present (5 years 6 months)

Owned Salesforce demand management for global sales, delivering 43 enhancements and leading a master data governance program for 24,000 accounts. Led process architecture, pipeline forecasting redesign, and AI-enabled sales onboarding.

Independent Consultant (part-time), Salesforce CPQ implementation

B9 Consulting Inc.

Nov 2021 - Dec 2022 (1 year 1 month)

Led a Salesforce CPQ implementation end to end, including scope, architecture, declarative configuration, and data migration, achieving go-live in ~5 months. Selected integration tool and managed subcontracted consultant for Salesforce–NetSuite sync.

Salesforce CPQ Project Management Data Migration Integration NetSuite Process Design

Senior Business Analyst, Planning and Operations

Seequent

Jan 2020 - May 2021 (1 year 4 months)

Advised C-level executives through the Geosoft–Seequent integration, mapped and de-duplicated 20,000+ accounts, and authored a revenue-type classification framework adopted by BI.

Salesforce CRM Data Analysis Reporting Integration CPQ Stakeholder Management

Senior Business Analyst, Planning and Operations

Geosoft, a business unit of Seequent

Feb 2019 - Dec 2019 (10 months)

Owned global forecast with automated weekly model on Salesforce data, defined pipeline exit rules, and redesigned subscription renewal process to prevent missed renewals.

Salesforce Forecasting Pipeline Management Process Design Marketing Automation Marketo

IT Business Analyst

Geosoft

May 2017 - Jan 2019 (1 year 8 months)

Led requirements, rollout, and training for a custom Salesforce tool for renewal opportunities, and defined integration requirements for Jira Service Desk–Salesforce.

Salesforce Requirements Gathering Training Integration Jira Service Desk User Support

Business Analyst (Contract), IT

Labatt Breweries of Canada

Aug 2016 - Apr 2017 (8 months)

Consolidated 11,000+ UPCs from siloed spreadsheets into a single validated master-data database within four months.

Data Management Master Data Excel Process Improvement

Co-founder and Managing Partner

TNF Data and Information Processing

Jan 2005 - Dec 2015 (10 years 11 months)

Co-founded and ran a self-funded legal-information subscription business, managing a team of 12-14 and overseeing P&L, operations, sales, and technology.

Business Management P&L management Operations Sales Team Leadership