Case study
Every inquiry, in one place.
The firm ran its pipeline across a legacy CRM, spreadsheets and people's memory. Follow-up depended on someone remembering. Ad spend could not be tied to signed clients at all.
The problem
A professional service firm's sales process looks nothing like the one CRMs are built for. There is no product catalogue. The quote depends on facts the prospect discloses over two or three conversations. The person who answers the phone is not the person who closes, and the handoff between them is where most inquiries are lost.
The firm's CRM modelled none of that, so the real process lived around it — in spreadsheets, in Slack, and in the heads of the people doing it.
What was built
- The whole funnel in one place: inquiry, call, appointment, quote, agreement, payment
- Call recording and transcription attached to the lead rather than sitting in a separate telephony portal
- Scheduling that understands who is qualified to take which conversation, and when they actually work
- Follow-up that runs on a schedule instead of on someone's memory, with a kill switch on every outbound path
- Attribution from ad click through to signed client, and back out to the ad platforms as conversions
187
Screens in production
100
Scheduled jobs running the follow-up
End to end
Ad click to signed agreement, one record
The part that mattered most
Not the pipeline view. It was that every outbound message — text, email, call task — passes a single contact check before it sends, and that check fails closed. If the system cannot confirm a person may be contacted, nothing goes out.
A delayed message is recoverable. A message to someone who asked you to stop is not.
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