About Unsnag
Unsnag examines why business results do not match expectations — or what needs to be understood before a change. The work connects sales and customer decisions with contractual commitments, delivery effort, costs and the records used to manage them.
Yulia Fomina · Founder, Unsnag · Greater Manchester, UK
I work directly on the research, interviews and analysis. My employment history and qualifications are available on LinkedIn.
Professional background on LinkedInWhen the customer record did not explain the service work
In an industrial equipment business, the customer record did not show which equipment needed attention, what had been serviced, or what purchasing work followed.
I worked with the service lead on maintenance standards and designed a procurement process that was incorporated into CRM. The aim was to make customer demand, service workload and purchasing commitments easier to follow.
The system could hold that information only after we had agreed what the teams needed to record and who was responsible for it.
Work across sales, operations and business processes
I have worked on sales pipelines, operational reporting and management information in a business where many of the basic processes and records had to be put in place.
A CRM can contain complete-looking records while teams apply different definitions to stages, commitments and completion. The resulting gaps emerge at handovers: reports need manual reconciliation, responsibilities remain unclear and management cannot trace how an order becomes delivered work.
I am particularly interested in what gets lost between the initial customer need, the sale, the work delivered and the information management receives afterwards.
What happens during a review
I do the research, interviews and analysis myself.
Preparation
I research the company, offer, customers and likely commercial route so the first conversation starts with context.
Evidence review and interviews
I run the interviews, review the available evidence and compare the plausible explanations myself.
Written findings
I write the diagnostic myself, setting out the evidence, competing explanations and practical next steps.
Scope depends on the investigation question
The analysis identifies which proposed changes are supported by existing evidence and which require further investigation.
A CRM problem may begin with an unclear process or a missing operational definition.
A fall in revenue may call for a closer look at demand, offer, customer behaviour or delivery.
Where the evidence is insufficient, I identify the next question worth testing.
The scope of the work follows the decision the business needs to make.
Where responsibility and definitions matter
My background crosses commercial analysis, operations, HR and legal work. The legal part still affects how I think: if two teams mean different things by the same stage, promise or handover, a system built on top of that ambiguity will eventually show the difference.
This work overlaps with Revenue Operations, but its scope is not limited to sales reporting or CRM. It includes the operational conditions that determine whether commercial promises become profitable, repeatable delivery.
What I investigate
I review CRM decisions and implementation proposals, examine gaps in commercial information, and investigate underperforming sales or service processes.
Have a question?
Email me directly at yulia@unsnag.co.uk with the question you are trying to answer.
yulia@unsnag.co.uk