Implementation
A first CRM for a business that has never had one, or a restructure of one that grew without a plan. Objects, stages, permissions, and the rules that keep them honest — calibrated to the team you actually have.
Pillar 02
A pipeline you can trustthe numbers in.
A CRM is worth exactly the quality of the data inside it and the actions it triggers. Most of the ones we are called into are technically live and functionally abandoned — the real pipeline lives in someone's spreadsheet. That is as true of a four-hundred-seat Salesforce instance as of one founder tracking every lead in their own head — the diagnosis is identical, only the depth of integration moves.
Diagnostic
Five symptoms, and what causes them
| # | Symptom | Usual cause | What we change |
|---|---|---|---|
| 01 | Reps keep the real pipeline in a spreadsheet | The CRM asks for more than it gives back | Strip required fields to what is actually used; auto-fill the rest |
| 02 | Forecast is consistently wrong in one direction | Stage definitions are subjective | Exit criteria per stage, enforced by automation rather than training |
| 03 | Same company exists four times | No dedupe on inbound, no matching rules | Deterministic matching on domain plus a merge queue for the rest |
| 04 | Nobody trusts the dashboard | Reports built on fields that stopped being filled in 2023 | Audit which fields have current data, rebuild reporting on those only |
| 05 | Handoffs to delivery lose context | The record does not carry the conversation | Sync notes, calls, and threads onto the object automatically |
What we do
Four workstreams, usually in this order
Integration
Connecting the CRM to the ticketing system, the warehouse, the product database, and whatever else currently gets copied by hand.
Enrichment & scoring
Background workers that research inbound leads, fill in firmographics, chase the follow-ups nobody made, and score on signals from your own closed-won history rather than a vendor's generic model.
Hygiene automation
Dedupe, decay rules, stale-deal nudges, and the unglamorous jobs that decide whether any of the above stays true in six months.
Where you are starting from
Three different jobs. Say which one is yours.
01 · First time
Setting up HubSpot or Salesforce properly
No CRM yet, or one nobody ever configured. Objects, stages and permissions built around the team you actually have — not the template.
02 · Repair
Fixing a CRM nobody trusts
It is live, and the real pipeline is in someone’s spreadsheet. This is the most common call we get, and it is a data problem more often than a software one.
03 · Connect
Wiring it to everything else
The CRM is fine. What is not fine is that three other systems hold a different version of the same customer, and a person reconciles them by hand.
Said plainly
Two words worth defining.
What a restructure actually involves
Deduplicating records so one customer is one customer. Rewriting pipeline stages that stopped describing how deals really move. Rebuilding the automations that broke silently eighteen months ago and have been quietly not firing since. Then deciding who owns the data model, because without that it drifts back within a year.
What warehouse sync means
Keeping your CRM and your data warehouse — or your spreadsheet-of-record, if that is what it honestly is — showing the same numbers without anyone copying between them. If sales and finance quote different revenue for the same month, this is the thing that fixes it.
Start with the audit