CRM design & implementation
Object model, fields, pipelines, permissions and automation designed around how you actually sell — then configured, not just licensed.
The problem
Three systems, three answers, and nobody trusts any of them.
The symptom is always the same. Marketing reports one number of leads, sales reports another, finance reports a third, and the meeting is spent reconciling instead of deciding. Deals sit in stages nobody can define. Two people call the same customer in the same week. A form fill from a paid campaign takes four days to reach a salesperson, by which point the intent has evaporated.
None of that is a discipline problem. It is an architecture problem — and it is fixable. A CRM is not a contact list with a subscription attached; it is the operating model of your revenue function, written down in a way that software can enforce.
We design that model with you, implement it properly, migrate the history without losing it, and build the reporting layer that makes it honest.
What changes when this is working
- Every lead is routed to a named owner within minutes, with the context attached
- Pipeline stages mean the same thing to everyone, with entry and exit criteria written down
- Forecasts move because the business moved, not because someone tidied the board
- Duplicate, decayed and orphaned records stop quietly corrupting your reporting
- You can trace revenue back to the campaign that started it
What we build
The workstreams inside CRM & Revenue Operations
Migration & consolidation
Moving from spreadsheets or a legacy system with history, notes and attachments intact, deduplicated and mapped to the new model.
Lead routing & sales force automation
Assignment rules, round-robin, territory and product routing, SLA timers, task creation and alerts the moment a prospect goes hot.
Data quality & governance
Deduplication, validation rules, required-field discipline, decay handling and a documented owner for every field in the system.
Tracking & attribution
Server-side tracking, UTM standards, offline conversion import and multi-touch attribution that survives a sceptical question.
Reporting & forecasting
Dashboards for reps, managers and the board — pipeline coverage, velocity, conversion by stage, cohort retention and revenue by source.
How the engagement runs
From first call to running system
Audit
We map your current systems, fields, processes and reporting, and list precisely where the numbers diverge and why.
Design
The revenue model on paper first: stages, definitions, ownership, routing rules and the reports the business will run on.
Implement & migrate
Configuration, migration with reconciliation, integrations to marketing and finance, and parallel running before cutover.
Adopt
Training by role, written runbooks, and a 30-day adoption check — because a beautifully configured CRM nobody uses is worth nothing.
Deliverables
What you actually receive
Every engagement ends with something you own, understand and can run without us in the room. That is the test we hold ourselves to.
Implemented on Ontraport, HubSpot, Salesforce, GoHighLevel, Pipedrive or ActiveCampaign, with the data warehouse and reporting layer chosen to match your scale.
- A documented revenue operating model with stage and field definitions
- A fully configured CRM in your own tenancy with your data migrated and reconciled
- Routing, scoring and SLA automation with alerting
- Integrations to your marketing, commerce, support and finance systems
- Dashboards for representatives, managers and the board
- A data governance sheet naming an owner for every field
- Role-based training and written runbooks
Questions
Worth asking early
We already have a CRM nobody uses. Is that fixable?
Almost always, and it is usually cheaper than replacing it. Low adoption is nearly always caused by the system asking for data that gives nothing back — twenty required fields and no useful report. We strip it back to what earns its place, automate what can be captured silently, and make the reporting genuinely useful to the person doing the entering.
Will we lose our history if we migrate?
Not if it is done properly. We migrate contacts, companies, deals, notes, attachments and activity history, then reconcile record counts and key totals against the source before cutover. Anything that cannot be migrated cleanly is identified in advance, not discovered afterwards.
How long does an implementation take?
A focused small-business implementation is commonly six to ten weeks from kick-off to cutover. Larger or multi-entity migrations with heavy integration take longer. We sequence so that routing and capture go live early, because those produce value immediately.
Can you fix our attribution?
We can make it defensible, which is the honest goal. Perfect attribution does not exist in a world of dark social, long cycles and blocked cookies. What we can build is consistent measurement, server-side capture, sensible modelling and clearly stated assumptions, so the numbers are comparable month to month and everyone knows what they do and do not prove.
Also in our practice
The rest of the system
Marketing Automation
Campaigns, nurture journeys and lifecycle messaging that keep working at 3am — built once, measured properly, improved every month.
Read more →AI Automation
AI woven into the operations you already run: support triage, content production, data enrichment and back-office workflows, with a human in the loop where it matters.
Read more →Client Management & Portals
Client portals, onboarding sequences, membership areas and e-commerce that make your business feel bigger, tidier and easier to buy from.
Read more →
Next step
Talk it through with someone who has built this before.
Thirty minutes, no pitch deck, no obligation. Bring the process that annoys you most and we’ll tell you honestly whether it can be automated well.