Rebuilding a fragmented sales process into one CRM system
B2B software company
Sales, implementation, and account management ran across a project management tool, a wiki, spreadsheets, and a CRM every rep used differently. One person's step one was another's step three.
4 tools
consolidated into one system of record
0
manual post-sale handoffs left
Challenge
There was no way to segment clients meaningfully and no shared KPIs. Post-sale handoff ran through a form that had to be re-entered by hand into a separate tool, and nobody trusted the pipeline numbers.
Approach
- 01
Documented the sales process as it actually happened on the ground, not as the org chart assumed it worked.
- 02
Rebuilt the CRM around that reality: a substantial set of custom fields, plus new custom modules to model stages the standard system did not cover.
- 03
Wrote workflow automations and custom scripts to eliminate the manual handoffs between sales, implementation, and account management.
Outcome
A single system of record with a standardized sales trajectory everyone actually follows, meaningful client segmentation that did not exist before, and pipeline reporting the team can finally trust.
Anonymized case studies drawn from prior consulting and in-house work. Companies, individuals, and exact figures are generalized to protect confidentiality.