Caliper 2.0
GTM decision velocity platform — CRM alignment, medallion architecture, and near-real-time reporting workflows.
Medallion ArchitectureCRM DataETL PipelinesPower BIDecision VelocityAutomation
Context
Caliper 2.0 began as dashboard restoration — then quickly became a data + decision velocity rebuild.
The real objective was reducing reporting turnaround time from hours to near-real-time via automation and standardized pipelines.
It includes CRM alignment logic (contact/company mapping), repeatable ingestion, and durable intermediate layers.
The core insight: data is not reporting — data is operational infrastructure for decision-making.
I started thinking about GTM data the same way I think about incident data: as a system that needs reliability guarantees.
The result is a platform posture, not a dashboard posture.
Problem
- Reporting turnaround measured in hours, not minutes.
- CRM data was fragmented, unmapped, and unreliable for decision-making.
- Manual processes created bottlenecks at every stage of the GTM pipeline.
What I Built
- Medallion architecture (Bronze → Silver → Gold layers) for data reliability.
- CRM alignment engine — contact/company mapping and deduplication.
- Automated ETL pipelines with standardized ingestion patterns.
- Near-real-time Power BI reporting layer.
Guardrails & Constraints
- Data quality gates at each medallion layer transition.
- Idempotent ingestion to prevent duplication.
- SLA-driven pipeline monitoring.
What It Enables
- Faster GTM decisions through unified, trusted data layers.
- Less manual reporting, more time on insights and actions.
- A foundation to attach AI insights and routing logic on top.
What's Next
- AI-powered anomaly detection on pipeline metrics.
- Predictive lead scoring using enriched CRM data.
- Self-service analytics for GTM teams.