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

      GOOD  
   Based on 7 reviews 
    
 
 
 
   
 
 
       Posted on Google  
   
   IOIC Channel 
 
 
 
 Trustindex verifies that the original source of the review is Google. Graeme and Meeta at Caldere have provided brilliant support to the IoIC. They have always been professional and helpful.
  
 
      Posted on Google  
   
   Charlotte Courage Pike 
 
 
 
 Trustindex verifies that the original source of the review is Google. The Caldere team are excellent, I've needed a few different tweaks to my Zoho apps and each time, Meeta and the team have absolutely smashed it. Meeta is a fountain of knowledge, not only from a Zoho technical standpoint, but with helping you as a business owner see the bigger picture to future-proof your ideas as you scale.

I'm not hugely tech-savvy when it comes to the behind-the-scenes workings of IT systems but Caldere Associates manage to take my half-worked ideas, turn them into a workable process, and then implement it perfectly.
  
 
      Posted on Google  
   
   David Egerton 
 
 
 
 Trustindex verifies that the original source of the review is Google. I have worked with Graeme and Meeta and collaborated on several Zoho client installations.  Always helpful, knowledgeable and willing to go the extra mile.
  
 
      Posted on Google  
   
   Knowles Warwick 
 
 
 
 Trustindex verifies that the original source of the review is Google. Graeme and Meeta helped us to choose the right CRM software for our firm and get it all set up, before training our staff on how to use it for the best results. We've been using Zoho for about eight months now and have seen a big increase in enquiries and conversions, thanks to Caldere and the team's ongoing support. We'd highly recommend Caldere Associates to any small to medium business looking to implement a CRM from scratch, we couldn't be happier with the service and support we've received.
  
 
      Posted on Google  
   
   Justin Percival 
 
 
 
 Trustindex verifies that the original source of the review is Google. Excellent service, provided me with practical advice for selecting a suitable CRM for my business and then helped me configure it so I could have it up and running quickly
  
 
      Posted on Google  
   
   Alex Rosborough 
 
 
 
 Trustindex verifies that the original source of the review is Google. I have been working with Caldare Associates to implement automation within my CRM system. It has been an absolute pleasure to work together on this project. Not only have they remained extremely professional throughout, they have gone above and beyond to ensure they understand my needs and requirements, leaving no stone unturned. I cannot recommend them enough. Thank you so much guys and a special thanks to Meeta for being my rock throughout the process.

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.