How We Integrated a Custom CRM for a B2B Sales Company

Integrating a tailor-made CRM can be a game-changer in the commercial management of a B2B company. In this success story, a company specialized in consultative sales sought to improve lead tracking, automate repetitive tasks, and gain greater visibility over their pipeline. I participated as the person responsible for the implementation strategy, and I can say that a well-designed solution transforms not only processes but also commercial decision-making.

The challenge: Lack of traceability and manual processes

The company faced several challenges in its daily operations that limited its growth and efficiency:

• Use of spreadsheets to manage leads and opportunities, which caused information dispersion and made tracking difficult.

• Inconsistent commercial follow-up among salespeople due to the lack of standardized processes and collaborative tools.

• Absence of automatic alerts for calls, emails, or closures, leading to missed opportunities and delays in customer attention.

• Commercial reports manually prepared with scattered data, causing delays in report generation and low accuracy in metrics.

The goal was to unify commercial operations under a centralized, agile, and adaptable system tailored to the specific needs of the business.

The solution: A 100% business-designed CRM

The project focused on designing and integrating a fully customized CRM with key functionalities for the B2B environment and the company’s particularities:

• Lead and opportunity management with sector-specific customized stages, allowing the pipeline to adapt to the sales cycles of each segment.

• Automation of repetitive tasks such as sending follow-up emails, automatically creating calendar events, and generating alerts for the commercial team.

• Integration with marketing tools and corporate email to improve communication and outreach with prospects and clients.

• Real-time dashboards and reports for commercial management, facilitating data-driven decision-making with updated and relevant information.

• Interaction and activity history module by account, enabling a complete and accessible record for the entire team.

The system was developed based on interviews with users, validating each functionality through iterative cycles to ensure it truly met business needs.

Results: Control, speed, and better decision-making

Three months after implementation, the results were already visible and impactful:

• 60% reduction in lead follow-up time thanks to process automation and standardization.

• Greater accuracy in monthly sales projections derived from complete pipeline visibility and real-time reports.

• Standardization of the commercial process across all teams, improving internal collaboration and reducing follow-up errors.

• 90% reduction in the use of spreadsheets, eliminating data dispersion and duplication.

• 35% increase in opportunity closure rate, translating directly into higher company revenues.

This CRM was not just a technological tool but a true tailor-made business solution. Additionally, the system’s flexibility allows it to be continuously adjusted and scaled as the company grows and evolves.