IT Services
ConnectWise
Sr. IT CRM Business Analyst, Product Owner · 2023 to 2024
Project Overview
ConnectWise is a leading provider of business management software for IT solution providers and managed service providers. Muhammad served as Sr. IT CRM Business Analyst and Product Owner, supporting the growth and optimization of a platform serving tens of thousands of MSPs globally.
The engagement focused on CRM transformation, platform scalability, and business intelligence capabilities for a product ecosystem that processes hundreds of millions of API calls monthly. Muhammad's work spanned requirements analysis, sprint planning, stakeholder coordination, and delivery oversight.
The scale of the ConnectWise platform presented unique analytical challenges, requiring careful data modeling and reporting architecture to support executive decision-making across a complex, multi-product SaaS business.
Engagement Approach
Project Challenges
CRM model misaligned with MSP partner lifecycle
The existing structure was built for direct sales and could not represent the stages, health signals, or relationship dynamics of MSP partnerships. Partner success teams were working around the system rather than with it.
Led cross-functional requirements sessions with sales, partner success, and product leaders to redesign the data model around the full MSP partner lifecycle, including onboarding, health scoring, and expansion triggers.
Business intelligence gaps limiting executive visibility
Leadership had no reliable real-time view of performance across 25,000+ partners. Reporting was manual, delayed, and inconsistent across teams.
Designed an automated BI pipeline with daily data refresh and self-service dashboards tailored to each stakeholder tier, from regional managers to C-level.
Multi-workstream delivery conflicts slowing execution
ConnectWise's product ecosystem involves multiple interdependent products. Without coordination, sprint planning conflicts were causing delays and rework.
Introduced a dependency mapping framework and synchronized cross-team sprint cadences, reducing planning conflicts and improving predictable delivery.
Key Results & Impact
Architecture Highlights
- Redesigned CRM data model with MSP lifecycle stages, health scoring, and expansion signals
- Automated BI pipeline with daily data refresh and role-specific executive dashboards
- Cross-team dependency mapping framework synchronizing delivery across product lines
- API usage monitoring and capacity planning tooling for platform operations
- Partner segmentation model enabling targeted product adoption campaigns
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