WHO'S BEHIND THIS ↘

About/

Seventeen years of CRM and Salesforce projects, usually learned the hard way. The long version of how a business philosophy ended up disguised as a career.

[ headshot ]WARSAW · CET
TL;DR — CRM IS A BUSINESS PHILOSOPHY BEFORE IT IS A PIECE OF SOFTWARE.

Mateusz Ostopinko — 17 years of CRM and Salesforce projects taught me that, usually the hard way: as an architect, occasionally as the person explaining why a brilliant platform still managed to produce a disappointing project.

My working belief, after all those years and more war stories than I care to repeat: people come first, then organisation, then process, then technology. Reverse that order, and no Salesforce licence will save the project.

I spend my days on the hard end of CRM: where the business problem has not been named yet, where stakeholders disagree about what success looks like, where the licence is already bought and the clock is running. Most of my career has been spent turning those situations into projects that actually shipped.

The route there: in-house CRM in publishing and ad sales, Siebel consulting, a Salesforce practice built from the consultant chair up, architecture at Devoteam, and now the media practice at Craftware. Independent work has run alongside since 2011 under my own MEFIOR flag. The services/ page says what that adds up to; the log/ says what I think while doing it.

OPERATING PRINCIPLES ↘
/P1

People before technology

The order is people, organisation, process, technology. Every failed CRM project I've audited broke this order somewhere.

/P2

Name the problem first

I once stopped an entire RFP because the client couldn't say what problem they were solving. Best decision on that project.

/P3

Never bluff expertise

"I don't know" is a complete answer. It's usually followed by "but I know who does" or "give me a week".

TRACK RECORD ↘
2026 — NOWHead of Media · CraftwareRunning the practice that designs, delivers and scales Media Cloud, Agentforce and adjacent CRM platforms for media groups in Poland and the region.leadership
2024 — 2026Pre-sales Team Lead · CraftwareBuilt and ran the Salesforce pre-sales team: RFPs, RFIs, discovery workshops, demos, and the estimates someone has to stand behind.pre-sales
2020 — 2024Solution Architect · Devoteam, then CraftwareEnterprise Salesforce architecture: solution design, best practices, and telling implementation teams things they'd rather hear later.architecture
2015 — 2020Consultant → Practice Lead · Capgemini, OptingoSiebel first, then Salesforce: from requirements gathering to leading a practice. The decade where consulting habits were formed.consulting
2009 — 2015CRM Specialist · Nowa Era, Goldbach AudienceThe in-house years: building, running and answering for CRM in publishing and ad sales. Where I learned what users do to systems.origin
2011 — NOWIndependent · MEFIORFreelance CRM & IT work running alongside everything above. Fifteen years of side quests, some of them in work/.freelance
Salesforce architectureMedia CloudAgentforceService CloudData architecturePre-sales & RFPCRM strategyTeam leadershipAI tooling
OFF DUTY ↘
BASE/
Warsaw, Poland — working with teams everywhere in CET ± a lot.
FUEL/
A Yamaha XJ6 named Jadzia, and fishing floats that always need re-rigging. In unequal proportions.
READING/
Too much, on purpose. Currently Poe's collected stories and Dobelli's "The Art of Thinking Clearly" — recommendations welcome.
WIP/
An unreasonable number of side projects. The live ones are in work/. Also quoting Dieter Rams more often than he deserves: weniger, aber besser.

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