# monday CRM

Founding product designer for monday sales CRM. I led design from the first concept through the August 2022 launch while the product grew to $100M ARR in three years.

Role: Senior Product Designer, then Product Design Lead

Date: 2020 to 2024

## Sources

- [Launch, 2 August 2022](https://monday.com/p/press-release/monday-com-introduces-monday-sales-crm/)
- [$100M ARR](https://monday.com/blog/crm-and-sales/100m-arr/)
- [Q2 2025 results](https://ir.monday.com/news-and-events/news-releases/news-details/2025/monday-com-Announces-Second-Quarter-2025-Results/)

## TL;DR

I led design for monday sales CRM, a flexible no-code CRM built on monday.com for sales teams of every size. The product launched in August 2022 and reached $100M ARR three years later.

## Context

monday.com expanded from work management into dedicated products. CRM was one of the first. I joined as a founding member of the core products group covering CRM, Projects, and Service.

Traditional CRMs are rigid, complex, and hard to adapt to how sales teams actually work. The opportunity was a CRM that felt as flexible and approachable as monday.com, while meeting SMB, mid-market, and enterprise needs.

## Role

- Led product design from early definition through launch and hyper-growth
- Designed dedicated capabilities across SMB, mid-market, and enterprise segments
- Scaled the CRM design team from 1 to 4 designers, set the design roadmap, and introduced rituals and tooling
- Served as deputy to the design group manager and part of the extended product design leadership team
- Contributed components and patterns to monday's Vibe design system
- Ran Figma and prototyping workshops for the design org

## Launch

On August 2, 2022, monday.com introduced monday sales CRM: a fully customizable, no-code CRM for teams of any size, available at [monday.com/crm](https://monday.com/crm). The public announcement is on the [monday.com press room](https://monday.com/p/press-release/monday-com-introduces-monday-sales-crm/).

## Impact

| Metric | Result |
| --- | --- |
| ARR | $0 to $100M within 3 years of launch |
| Growth | About 700% YoY product growth during design leadership |
| Team | CRM design team scaled from 1 to 4 |

## Takeaway

0 to 1 product design is not only the first screen. It is the system, the team, and the judgment to keep a flexible platform honest as it grows into a category leader.

[Case study](https://www.machisto.com/work/monday-crm)