About Caldere Associates

At Caldere Associates, we pride ourselves on being approachable, responsive, and easy to work with. Our focus is on building long term relationships with our clients and supporting them as their businesses evolve. Whether you are introducing CRM for the first time or looking to optimise an existing system, we work alongside your team to ensure your solution delivers real value.

Who we are

Caldere Associates is a CRM consultancy based in Reading, Berkshire, helping small and medium sized businesses improve how they manage customers, sales processes, and operational data.

With over 20 years of experience in CRM consulting and implementation, we support organisations in designing systems that truly work for the way they operate. Our goal is simple. To help businesses gain better visibility, improve customer experiences, and run more efficiently through well designed CRM solutions.

Rather than applying generic systems, we take the time to understand your business, your processes, and your objectives. This allows us to create CRM environments that support real day to day operations and provide meaningful insight for decision making.

Our Team

Meeta

LEAD CONSULTANT AND TRAINER

My career hasn’t exactly followed the traditional route into CRM consultancy.

I started out studying insects (yes, really), completing an MSc in Entomology before moving into the pharmaceutical industry. It was there that I discovered two things: I loved helping and training people, and I became fascinated by the way technology could solve real business problems. That eventually led me back to university for an MSc in Computer Science, and I’ve never really looked back.

One of the things I enjoy most about consultancy is that no two businesses are the same. Every client has different challenges, different people and different ways of working. My job is to listen first, understand what really matters and build solutions that fit the business rather than expecting the business to fit the software.

Whether I’m working with a client for an hour or several months, my aim is always the same: be approachable, be honest and leave them with a system that people actually enjoy using.

Outside work, I’m usually up for trying something new. My friends describe me as “the fittest unfit person they know”, which probably explains why I once signed up for what I thought would be a gentle 10km charity bike ride. It turned out to be a 40km slog over some of Berkshire’s biggest hills. We finished… eventually… and yes, we came last. But we did finish.

Vivek

STRATEGIC LEAD

I’ve been working in the CRM world for over 20 years, although if you’d told me when I was studying biochemistry that I’d end up talking about sales processes, customer journeys and automation for a living, I’d probably have laughed.

Before moving into marketing, I spent years as a CRM consultant and developer, helping businesses untangle inefficient processes and build systems that people would actually use. That technical background still shapes how I think today. I’m fascinated by why businesses work the way they do and, more importantly, why perfectly sensible people still manage to create wonderfully complicated ways of doing simple things.

These days I look after the marketing and strategy side of Caldere, but I’m still happiest when I’m talking to clients, understanding how their businesses work and helping them solve problems. Technology is the easy bit. Understanding people is usually the real challenge.

I’m also mildly sceptical of buzzwords, miracle software and anyone claiming AI is about to replace every job by next Tuesday. Technology changes quickly, but businesses still succeed because they build good relationships, understand their customers and have processes that make sense.

Outside work, you’ll usually find me playing the electric guitar — enthusiastically rather than skilfully — playing Xbox with my children, offering entirely unsolicited commentary from the sidelines of their sports matches, or discovering fresh and inventive ways to test my wife’s patience.

If we’ve done our job properly, you’ll probably leave a conversation with me understanding your own business a little better than when we started. That’s always been far more satisfying than simply talking about software.

Graeme

CLIENT EXPERIENCE LEAD

I’ve been in sales for nearly 30 years, with more than 18 of those at Caldere. During that time, I’ve worked with customers across a wide range of industries, helping them find the right solutions and building long-lasting relationships.

Over the last few years, I’ve also been working with businesses that are looking at Zoho and how it can support the way they work. From Zoho CRM and Zoho One through to the wider range of Zoho applications, I enjoy talking to customers about their day-to-day challenges and helping them work out which products are the best fit. It’s rewarding to see customers get real value from the systems they invest in.

What I enjoy most about my role is getting to know our customers and understanding what they need. No two days are the same, and I like the variety that comes with working with different people and businesses.

Outside of work, I spend as much time as I can with my two boys, who are 7 and 11. We enjoy getting outdoors and keeping busy together. When we get the chance, we head off in the caravan to explore different parts of the UK and France. I also enjoy DIY and always seem to have a project on the go.

Mark

TECHNICAL LEAD

Hello, I am Mark. I am a tech expert with over 25 years of hands-on experience in small business technology. I am also the founder of MondoCRM, a U.S.-based advisory firm, and a valued member of the Caldere team.

With a loyal client base of 600+ corporate clients, my practical approach has kept relationships strong for nearly nine years on average. I have been collaborating with us on CRM projects for over three years, understanding our clients’ needs deeply. My background in marketing from Loyola University of Chicago, combined with my frequent travels to the U.K., brings a unique perspective to the work I do.

Kashish

PROJECT MANAGER

Hi, I’m Kashish Tyagi, a Project Manager with a passion for improving processes, solving problems, and automating anything that looks repetitive.

Outside work, I love travelling, playing badminton, and proving that spending an hour to automate a five-minute task is perfectly reasonable.

My motto? Hakuna Matata, Every problem has a solution… and if not, there’s probably an automation for it.

Our Story

Vivek completed his data science studies at university only to face the infamous dot com crash.

He secures employment troubleshooting CRM processes only to become frustrated to learn that it is more interested in peddling products than solving business problems.

Feeling unfulfilled in her successful pharma sales & training career, Meeta engages in lively conversations with Vivek on family holidays.

They discuss their unmet ambitions to apply their extensive commercial and technical backgrounds to impact small to medium-sized companies positively.

Ultimately, they founded Caldere, committed to improving information quality and business processes for the passionate people who operate them. Today, we remain dedicated to this mission, helping small and medium-sized businesses optimize operations and enhance customer experience through our specialized CRM and CXM solutions.

Trusted By Businesses

Ready To Improve Your Business?

If your business is struggling with disconnected systems, limited visibility, or inefficient processes, the right CRM strategy can make a significant difference. Book a consultation with Caldere Associates to discuss how we can help streamline your operations and give you greater insight into your business.