We fix systems,
not symptoms.

Designate was built from operating experience, not a consulting playbook. Before founding Designate, I spent 15 years inside revenue teams, from retail sales leadership to enterprise software to building a go-to-market motion for a new region at a growth-stage startup.

At Protecht, I was the founding Business Development Manager in North America. I took an early-stage GTM playbook and made it work: iterating the motion, adapting what translated across regions, and driving the initiatives that defined how North America sold. I built lead routing that cut response time by 40%, designed the Salesforce dashboards and pipeline visibility frameworks leadership used to forecast, and pioneered new outbound motions that I trained across NA and global teams. I saw firsthand what happens when systems work, and what breaks when they don't.

At Zillow, I advised 550+ mid-market accounts on revenue strategy using behavioral data, ROI modeling, and territory-level forecasting. Before that, enterprise software sales at LogicManager, four years of territory management at Pearson, and nearly six years leading a retail sales team where I drove a 43% year-over-year profitability increase.

The pattern I saw across every role was the same: revenue teams rarely fall short because of effort. They fall short because of friction: between strategy and execution, between teams and tools, between what leadership sees and what's actually happening in the pipeline. Designate exists to find that friction and remove it.

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