How a Custom CRM System Improved Sales Team Efficiency by 67%

Project Highlights

A growing B2B services company struggled when their deals kept slipping through the cracks. Something wasn’t adding up. Their data lived in many different places, follow-ups were unpredictable, and spreadsheets were slowing down the entire pipeline.

That’s when they approached us. We helped to build something they had never experienced before. A CRM powerful enough to centralize everything, yet simple enough to make selling easier, not harder. Just a system that finally made their sales process easier.

challenge
Business Challenges

The sales team faced issues that slowed down deal flow and created internal friction. Even as a growing software development company, their customer information lived in spreadsheets, emails, and personal notes. Reps spent more time searching for data than selling. While there were inconsistent follow-ups. Additionally, managers had no quick way to check deal status, forecast revenue, or understand where leads were stuck. Manual reporting overload took weeks.

 

Technology Solution

We executed the project in three structured phases:

Phase 1: Discovery & Workflow Mapping

We spoke with the sales team, observed their daily routines, and mapped every workflow end-to-end. This uncovered the real friction points, and these insights became the foundation for a CRM tailored exactly to their process.

Phase 2: Design & Development

Next, we translated the workflows into wireframes, upgraded them into polished UI, and began development in structured sprints. Every feature was tested with real reps to ensure simplicity, speed, and usability.

Phase 3: Rollout & Training

We migrated fragmented data into clean, unified structures; conducted hands-on training; and provided step-by-step onboarding to make adoption seamless. In just 7 weeks, the CRM went live being fully functional and fully adopted.

 

Value Delivered

Our custom CRM didn’t just organize data, it transformed how the sales team worked. The impact was immediate and measurable:

+67% Increase in Sales Team Efficiency

With streamlined workflows, automated reminders, and centralized customer data, reps spent less time searching and more time selling. Tasks that once took hours were completed in minutes.

2.3x Faster Lead Follow-Ups

Automated alerts ensured that no lead was forgotten. Reps consistently followed up within ideal windows, boosting engagement and improving conversion potential.

Real-Time Pipeline Visibility for Managers

Managers could now track deals, forecast revenue, and identify bottlenecks through live dashboards—no more chasing spreadsheets or guessing deal status.

60% Reduction in Manual Reporting Work

Reports that took hours every week were now generated automatically. Reps reclaimed valuable time and shifted their focus back to closing more deals.

Smooth Onboarding for New Sales Reps

With a structured CRM and guided workflows, new team members ramped up faster reducing training time and improving productivity from day one.

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Our Process

We executed the project in three structured phases:

Phase 1: Discovery & Workflow Mapping

We spoke with the sales team, observed their daily routines, and mapped every workflow end-to-end. This uncovered the real friction points, and these insights became the foundation for a CRM tailored exactly to their process.

Phase 2: Design & Development

Next, we translated the workflows into wireframes, upgraded them into polished UI, and began development in structured sprints. Every feature was tested with real reps to ensure simplicity, speed, and usability.

Phase 3: Rollout & Training

We migrated fragmented data into clean, unified structures; conducted hands-on training; and provided step-by-step onboarding to make adoption seamless. In just 7 weeks, the CRM went live being fully functional and fully adopted.

 

1

The Problem

The sales team faced issues that slowed down deal flow and created internal friction. Even as a growing software development company, their customer information lived in spreadsheets, emails, and personal notes. Reps spent more time searching for data than selling. While there were inconsistent follow-ups. Additionally, managers had no quick way to check deal status, forecast revenue, or understand where leads were stuck. Manual reporting overload took weeks.

 

Our Role

  • Team Enablement

Project Challenges

Scattered Customer Data

Before CRM development could begin. The client managed all data in multiple places and bringing all of it into one organized system meant careful mapping, standardization, and deduplication

Unreliable Process of Follow-Ups

Since there were no automated reminders or a unified timeline, where often they missed follow-up opportunities.

Results

Our custom CRM didn’t just organize data, it transformed how the sales team worked. The impact was immediate and measurable:

+67% Increase in Sales Team Efficiency

With streamlined workflows, automated reminders, and centralized customer data, reps spent less time searching and more time selling. Tasks that once took hours were completed in minutes.

2.3x Faster Lead Follow-Ups

Automated alerts ensured that no lead was forgotten. Reps consistently followed up within ideal windows, boosting engagement and improving conversion potential.

Real-Time Pipeline Visibility for Managers

Managers could now track deals, forecast revenue, and identify bottlenecks through live dashboards—no more chasing spreadsheets or guessing deal status.

60% Reduction in Manual Reporting Work

Reports that took hours every week were now generated automatically. Reps reclaimed valuable time and shifted their focus back to closing more deals.

Smooth Onboarding for New Sales Reps

With a structured CRM and guided workflows, new team members ramped up faster reducing training time and improving productivity from day one.

+67% Increase in Sales Team Efficiency