Solution
Stop losing enquiries to manual follow-up
CRM configuration, pipeline hygiene and automations that remove the repetitive work — so response time is short, attribution survives, and reporting is trustworthy.
Why this exists
The business problem
The most expensive marketing failure is rarely at the top of the funnel. It is the enquiry that arrived at 4:50pm on a Friday and was answered on Tuesday, the duplicate contact worked by two people, and the deal sitting in a stage nobody has defined.
Where the CRM is half-configured, the reporting cannot be trusted, so the team stops updating it, which makes the reporting worse. That loop is common and self-reinforcing.
Automation only helps once the definitions underneath it are agreed. Automating a broken process makes the breakage faster.
Fit
Who this is for
A good fit if
- Teams whose follow-up depends on someone remembering
- Businesses with a CRM nobody trusts or updates
- Companies where marketing and sales report different numbers for the same month
- Operations spending hours a week on copy-paste between systems
Probably not a fit if
- Solo operators whose whole pipeline genuinely fits in a notebook
- Organisations unwilling to agree on stage definitions
- Anyone expecting automation to substitute for a sales process
Scope
What is included — and what is not
Scope written plainly, so there is no argument later about what was assumed.
Process mapping
How an enquiry actually travels through your business today, including the informal steps nobody documented.
CRM configuration
Pipelines, stages, required fields, ownership and permissions — built around your process, not the vendor's demo.
Data migration and hygiene
Import, deduplication, normalisation and suppression, with a documented record of what was merged.
Attribution plumbing
Source, campaign and landing-page data carried from the form all the way to the closed deal.
Automations
Assignment, notifications, follow-up tasks, sequence enrolment and escalation when a response window is missed.
Integrations
Website forms, calendar, email, phone, accounting and support tools connected where it removes real manual work.
Reporting
Dashboards for pipeline, source quality and response time, defined once so the numbers stay comparable.
Team enablement
Documentation and training, because a perfectly configured CRM that nobody uses is worth nothing.
Explicitly not included
- CRM licence and seat costs
- Custom software development beyond supported integrations
- Guaranteed close-rate improvements
- Running your sales process on your behalf
- Migrating systems we have not been given access to
How it works
The working process
Discovery and mapping
Week 1–2Current process, systems inventory, data quality assessment and definition workshop.
Design
Week 2–3Pipeline structure, field schema, automation logic and reporting requirements, signed off in writing.
Build and migrate
Week 3–6Configuration, data import and clean-up, integrations connected in a test environment first.
Automate
Week 5–8Assignment, follow-up, escalation and attribution flows, tested against real scenarios.
Train and hand over
Week 8–10Documentation, training and a supported first month while habits form.
Measurement
KPIs we monitor
These measures exist to make the invisible operational losses visible.
Median response time
Enquiry timestamp to first human contact, measured per source and per owner.
Enquiries with complete attribution
Share of records arriving with source, campaign and landing page intact.
Duplicate rate
Duplicate contact and company records created per month, trending toward zero.
Stage hygiene
Percentage of open deals with a next action and a date, which is the single best predictor of forecast accuracy.
Automation coverage
Manual steps eliminated, with estimated hours returned per week.
Follow-up completion
Share of sequences completed rather than abandoned after the first attempt.
Expectations
Realistic timeline
A focused CRM build runs six to ten weeks. Adoption is the part that decides whether it worked.
Mapping and design. Disagreements about stage definitions surface here — which is the point.
Configuration, migration and integration in a test environment.
Automation, testing, training and go-live.
Response time and data completeness stabilise as habits form. Reporting becomes trustworthy around here, not before.
Where it applies
Relevant industries
Commercials
Relevant packages
Productised starting points. Every one is confirmed in writing before anything begins.
CRM & Automation Build
Scoped after an assessment of your current stack, data and processes.
View packageGrowth Essentials
A steady monthly programme across website, search and follow-up.
View packagePipeline Engine
One dependable source of qualified conversations, tracked end to end.
View packageFractional Marketing Team
Strategy, design, content and channel execution without hiring in-house.
View package- Media spend (Google Ads, Meta, LinkedIn, or any other paid platform) is billed separately by the platform and is not included unless a package explicitly says otherwise.
- Software, hosting, domains, call tracking, review platforms, backlink or placement purchases and other third-party costs are separate unless explicitly included.
- Results are not guaranteed. We do not publish or promise lead volumes, rankings, revenue or ROAS.
- Final scope depends on your market, geography, competition and current baseline. Scope is confirmed after a discovery call.
- “Starting at” pricing represents the minimum typical engagement for that package, not a fixed quote.
Evidence
Related work
Where the reporting has not been verified and approved for publication, we present the engagement as a project showcase and publish no figures.
Multi-location home services group
Give each branch its own defensible local presence and be able to tell which branch, page and search produced each phone call.
Project showcaseB2B technology company, mid-market segment
Establish one shared definition of a qualified enquiry and rebuild measurement so both teams read the same number.
Project showcaseEarly-stage startup, pre-Series A
Turn founder intuition into a documented, repeatable go-to-market motion someone other than the founder could run.
Reading
Related insights
CRM Setup Guide: How to Configure HubSpot or Salesforce for B2B
Your CRM is only as good as your setup. Here's how to configure it for scalable B2B pipeline management.
Pillar GuideMarketing Dashboard Design: KPIs That Matter
Build dashboards that drive decisions, not just display data. The metrics framework for marketing leadership.
B2B Lead GenHow to Qualify B2B Leads Without Wasting Sales Time
BANT is dead. Here's how modern B2B teams qualify leads using signals, scoring, and automation.
Questions
Frequently asked
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