A B2B services firm was generating good lead volume across a website form, a phone line, a WhatsApp number and a set of marketing campaigns. Nothing joined them up. Whether a lead got followed up depended on which person saw it and whether they remembered.
Hours
Lead-to-quote, was days
80%
Follow-ups automated
2025
Delivered
CRM
Discipline
The problem
Leads arrived across four channels and follow-up depended on memory.
Four channels, four inboxes, and no single view of what had come in that week
An earlier CRM rollout had been abandoned in month three because its stages did not match how the team actually sold
Follow-up was manual, so leads that arrived on a busy day were simply lost
No reliable answer to which channel produced business, because attribution stopped at first contact
The approach
Stages were written from how the closers described a deal progressing, including the specific ones — waiting on site measurements was a real stage because deals genuinely sat there. Every stage had to survive one question: what must be true for a deal to leave it? A third of the original stages did not, and were removed.
Website form, phone log, WhatsApp and campaign leads all land in the same pipeline with their source attached, so the weekly view is complete and attribution survives past first contact.
WhatsApp and email sequences trigger from pipeline movement rather than someone remembering. Every field the CRM asks for triggers something — the ones that only fed a quarterly report were cut.
Sequences are idempotent, so a retry cannot send the same message twice, and delivery failures route to a channel the team actually reads rather than failing silently.
Open deals only — no five-year history migration — with the two most annoying follow-ups automated in week one so the system paid for its own data entry immediately. Stages were reviewed and adjusted after a month.
The outcome
Unified pipeline with automated WhatsApp and email sequences.
Lead-to-quote turnaround moved from days to hours
Roughly 80% of routine follow-up now sends itself
One pipeline covering all four channels, with source retained through to close
Adoption held past month three, where the previous rollout had collapsed
“The difference was that it started doing work for us in the first week instead of just asking us to type things in.”
Capabilities used
More work
One platform with live inventory, production jobs and GST-ready invoicing.
ReadE-commerce · 2024Grounded AI agent resolving routine requests and escalating with context.
ReadLogistics · 2024Single operations dashboard with role-based access across branches.
ReadTell us where the manual work is and we will show you what removing it looks like — scope, sequence and what it costs, before you commit to anything.
Start a project