Dilia Dennis
Vice President of Revenue Operations @Tekmetric
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WORK HISTORY
Vice President of Revenue Operations @Tekmetric
Since joining Tekmetric, I\'ve been rebuilding the commercial systems foundation for a vertical SaaS platform that\'s scaling fast. The RevOps function was fragmented and under-optimized when I arrived, so the first move was setting the operating rhythm and hiring across Sales Operations and GTM Systems to stay ahead of the growth curve.From there, the work has been architectural. I designed the Salesforce account data layer and TAM architecture for the auto repair shop vertical: ICP tiering, multi-location / multi-entity schema, and a data source and enrichment strategy for a market where buyers are fragmented and standard enrichment falls short. In parallel, I have been designing a unified commercial data layer in Redshift with Finance, CS, Product, and GTM: shared definitions so the same numbers reconcile across all four functions.A few of the things that have shipped: Multi-channel lead routing rebuilt across Chili Piper, Outreach, and Qualified — unified web, phone, email, chat, and in-product CTA routing into a single capture-to-close workflow. Demo conversion improved from ~59% to ~75%. Customer Qualified Lead (CQL) framework implemented for post-sale and expansion attribution across marketing, SDR, referral, and product-led channels — signal definitions, scoring, and Salesforce routing that surface expansion-ready customers and attribute each opportunity to the triggering channel. Shop-Genie acquisition consolidated into the launch of Tekmetric Marketing Solution — merged two distinct go-to-market processes into a single commercial motion; inbound, outbound, and product-led channels stood up concurrently; hit 120% of target in month one. Customer Success platform evaluated and implemented, selecting Vitally for health scoring, post-sale engagement, and expansion signal capture.Currently working with the cross functional SLT group to extend the commercial data layer end to end across product, finance, and GTM.
EDUCATION
Kazan State Technological University
Master of Science - MS, Computer Engineering
ABOUT DILIA DENNIS
I build the commercial infrastructure that connects GTM, product, and finance inside vertical SaaS: the data layer, CRM architecture, and multi-channel routing logic that make a lead-to-revenue funnel work end to end. 13 years in Revenue Operations, almost all of it inside vertical SaaS serving multi-location, local-economy businesses: auto repair shops at Tekmetric, title and escrow companies at Qualia, construction contractors at Procore (through a 9x run and the 2021 NYSE IPO). The structural problem in these verticals is often the same: buyers with limited online presence that break standard enrichment, account hierarchies spanning parent operators and individual locations, and lead sources fragmented across digital, phone, chat, and in-product channels that all need unified routing and attribution. What I do best: CRM architecture and data schema design (Salesforce native) Multi-channel lead routing: phone, digital, chat, in-product CTA-triggered Customer Qualified Lead (CQL) frameworks for post-sale and expansion attribution Commercial data layer design in the data warehouse, shared across Finance, CS, Product, and GTM Post-acquisition systems integration and platform consolidation Finance-to-GTM data integration: quote-to-cash, subscription billing, revenue reporting Sitting between GTM and the rest of the business: connecting product signals to commercial pipeline, finance data to revenue systems, and fragmented channels to a single attribution view - is where I operate best. It\'s the work I find most energizing. I\'m open to both full-time and fractional roles in this space, across early and growth-stage SaaS. If you\'re building this foundation intentionally, or wrestling with fragmented data, routing, or attribution problems, send me a message
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