Selected Work | Crys Black

Real work. Real results.

From global rebrands to AI-built sales tools, this is a cross-section of the work, spanning brand strategy, demand generation, revenue operations, and practical AI. Different industries, different stages, same commitment to work that actually moves the needle.

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Featured Case Studies

Building Sales Enablement and AI Tools for Sonet

Sonet needed sales teams to be able to show real savings numbers quickly, without relying on abstract claims or waiting for a technical evaluation to begin.

I built an AI-assisted TCO calculator and executive summary workflow that let sellers model cost of ownership and business impact in plain language — helping prospects understand value faster and supporting progress on stalled deals.

What this work included

TCO calculator and cost-of-inaction modeling
AI-generated executive summaries tailored to each prospect
Buyer-friendly business case design
Sales enablement support for complex deal cycles

Outcomes

Helped unstick stalled deals by making the value case concrete
Gave sales teams a plain-language way to communicate cost and ROI
Created a reusable, AI-powered asset that improved sales readiness

Repositioning Aizon for Growth in a Global Market

Aizon needed more than incremental marketing support. The company was navigating a major brand shift, building new growth infrastructure, and operating across geographies during a highly disruptive period.

I led the strategic global rebrand from Bigfinite to Aizon, helping reshape the company’s market identity around a stronger, more future-facing story. At the same time, I built out the marketing and sales infrastructure needed to support growth, including ABM, CRM-connected demand generation, data enrichment, video, automation, and sales enablement.

What this work included

Global rebrand strategy and launch
GTM and demand generation infrastructure
CRM-connected ABM and lead generation
Sales enablement and partner support
Analyst relations, thought leadership, and PR

Outcomes

10x increase in lead generation
36x increase in marketing-driven meetings
6x increase in pipeline
266x increase in quarterly revenue from initial pilots
10x rise in marketing influence

Helping Saama Shift from Services to SaaS

Saama needed to evolve from a services-led business into a more scalable SaaS story while increasing credibility in a competitive market.

I helped support that transition by launching the company’s first account-based marketing program, building strategic partnerships, expanding communications, and supporting the go-to-market motion around the Life Science Analytics Cloud.

What this work included

ABM program design and launch
SaaS repositioning and market messaging
Strategic partner development
Multi-channel communications
Sales enablement and thought leadership

Outcomes

Supported $40M in Round B funding
Helped launch the Life Science Analytics Cloud
Increased target-account engagement significantly
Contributed to Saama’s positioning as a credible SaaS provider
Supported a story later featured as a Kellogg School of Management case study

Modernizing Demand Generation and Lead Processes at APTARE

APTARE needed to modernize its messaging, sharpen how the team communicated value to enterprise buyers, and rebuild lead generation and enablement programs ahead of a changing market.

I was brought in to help modernize the brand, overhaul demand generation, and build the sales enablement infrastructure the team needed to convert more effectively and support a stronger channel strategy.

What this work included

Brand and messaging overhaul across web, corporate identity, and portal
Demand generation rebuild including syndication, webinar strategy, and email
Sales enablement: scripts, training assets, and channel partner programs
Marketo and Salesforce integration and business systems alignment
Global channel strategy expansion ahead of acquisition

Outcomes

500% improvement in event conversion rates
300% increase in click-per-lead
70% reduction in cost per click
200% increase in email click-through rates

Building a 7-Channel Campaign Dashboard with Claude Cowork

The goal was 30 meetings in 60 days. Seven platforms were running simultaneously. Every morning the team was reconciling data across seven different tabs before a 15-minute standup.

I used Claude Cowork to write Google Apps Script that pulled live data from all seven channels into a single Google Sheet — updated nightly, zero manual prep. Cowork didn’t just write the code. It steered me away from vibe coding toward the right tool, introduced me to Apps Script (which I didn’t know existed), and then helped build a diagnostic test layer so we could catch data issues before they corrupted our numbers.

What this work included

Google Apps Script built by Claude Cowork from a plain-language description
Nightly auto-refresh pulling from HubSpot, Propensity, Google Ads, LinkedIn, Facebook, Instantly, and AiSDR
Goal tracker: 30 meetings in 60 days, paced weekly
Diagnostic test layer for data integrity and API error detection
Structured for a 15-minute daily standup with no manual data prep

Outcomes

36,245 leads reached · 27,705 emails sent · 1,060 LinkedIn touches · 45 demos booked · 4 pilots · pacing 64.3 — on track
Surfaced a Propensity API endpoint change, HubSpot logging inconsistency, and Instantly throughput drop before standup
Propensity flagged the work as a customer case study and began making platform changes based on it
Dashboard compressed build time from weeks to one afternoon

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Additional Selected Work

Accelerating Agency New Business with Custom GPT Workflows

For a marketing agency, I designed custom GPT workflows in ChatGPT to support deep prospect research, synthesize transcripts and notes, and speed up slide creation using research, frameworks, and internal inputs.

This reduced the time between research, synthesis, and polished output dramatically, helping the team move faster on new business opportunities.

What work this included

Custom GPT design for repeatable research workflows
Transcript and note synthesis
Slide creation support
Workflow acceleration across business development steps

Automating Company Enrichment for Better GTM Execution

I built an automation workflow in n8n that triggered new companies entering HubSpot to be enriched through Clay automatically.

This gave teams better firmographic context earlier in the process, reduced manual research, and improved readiness for segmentation, prioritization, and outreach.

What work this included

HubSpot workflow design
n8n orchestration
Clay-based company enrichment
Better data support for GTM execution

Keeping Lead Data in Sync Across HubSpot and Mailchimp

I created an n8n automation to keep lead data synced automatically between HubSpot CRM and Mailchimp.

This reduced manual cleanup, improved consistency across systems, and helped support more reliable marketing execution without adding operational drag.

What work this included

CRM and email platform integration
Automated lead sync
Reduced manual data maintenance
Improved marketing list reliability

Keeping Lead Data in Sync Across HubSpot and Mailchimp

I created an n8n automation to keep lead data synced automatically between HubSpot CRM and Mailchimp.

This reduced manual cleanup, improved consistency across systems, and helped support more reliable marketing execution without adding operational drag.

What work this included

CRM and email platform integration
Automated lead sync
Reduced manual data maintenance
Improved marketing list reliability

Making Tax Savings Tangible at Live Events

For a tax company, I helped create an ROI calculator that allowed the team to show real savings numbers live at a trade event.

This made the value proposition more concrete in the moment and gave prospects a clearer way to understand financial impact instead of relying on abstract claims.

Ways I Typically Help

Across these engagements, the through-lines are consistent:

Clarifying positioning in complex markets
Aligning marketing, sales, and RevOps
Equipping teams with better sales and decision-support tools

Building GTM systems that support growth
Creating practical AI workflows that save time
Turning complexity into something buyers can actually understand

Looking for Similar Support?

If you need help sharpening go-to-market, improving execution, building smarter systems, or applying AI in more practical ways, let’s talk.

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