[ A CRM the sales team actually updates ]
Capture, assignment, follow-up and pipeline for teams that sell by phone and WhatsApp. Most CRM projects fail because nobody updates them — so the design question is how the system captures activity without asking for it.
Capture, assignment, follow-up and pipeline for teams that sell by phone and WhatsApp. Most CRM projects fail because nobody updates them — so the design question is how the system captures activity without asking for it.
Tell us where your leads come fromWebsite forms, Meta and Google lead ads, WhatsApp, missed calls and IVR — deduplicated on phone number, because the same person will come through three channels.
Calls logged from the dialler, WhatsApp threads attached automatically. A CRM that depends on a salesperson typing a note is a CRM with no data.
Round-robin or rule-based assignment with a response deadline and escalation. Lead response time is the number that actually predicts conversion.
Source-wise conversion, stage ageing, activity per rep and cost per closed deal — not a dashboard with forty widgets nobody opens.
Every source into one pipeline, deduplicated, assigned by rule with a response deadline, and escalated when nobody touches it.
Where the rep works: today's follow-ups, click-to-call with logging, WhatsApp in the record, templates and quick dispositions.
Pipeline by stage and owner, source-wise conversion, response time, ageing and cost per closed deal — the numbers a sales head runs on.
Stages, qualification criteria, who calls when, and what "follow up" means in practice. Modelling the process you wish you had produces a system nobody uses.
Website, lead ads, WhatsApp, calls and referrals into one pipeline with deduplication on phone number and a recorded source for every lead.
Round-robin, territory or product-based, with response deadlines, reminders and escalation when a lead sits untouched.
Click-to-call with automatic logging, WhatsApp threads attached to the lead, and templates for the messages reps send twenty times a day.
Field sales work from a phone. Today's follow-ups, one-tap call, quick disposition and offline notes, not a shrunken desktop screen.
Source-wise conversion, response time, stage ageing and cost per acquisition, reviewed with the sales head rather than assumed.
The reason most CRM implementations fail is not features — it is that the sales team stops entering data within a month, and after that the pipeline is fiction. So the design question is not what to record but how to record it without asking a rep to type anything they would not otherwise type.
That means calls logged from the dialler, WhatsApp threads attached automatically, dispositions that are one tap, and a mobile app built for someone standing outside a customer's office. Get that right and the reporting becomes trustworthy; get it wrong and no amount of dashboards will help.
Every field a rep must type is a field that will be empty. Automatic call and message logging is what keeps the data real.
Minutes to first contact correlates with closing better than almost anything else. It is measured, deadlined and escalated.
Field sales live on a phone. If the app is a shrunken desktop screen, the CRM will be updated in the evening, badly, from memory.
Most B2C and much B2B follow-up happens there. A CRM that does not have the thread inside the lead record is missing the actual conversation.
Meta and Google lead forms deliver in seconds, and a lead sitting in a spreadsheet for an hour is usually already lost.
Businesses now expect cost per closed deal by source rather than lead counts, which requires spend data alongside the pipeline.
For most businesses you do not, and we will say so. An off-the-shelf CRM is cheaper and better supported. A custom build makes sense when your sales process is genuinely unusual, when it must sit inside an existing system, or when per-user licensing at your headcount costs more than owning it.
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