CRM Development
A CRM your reps update because it helps them sell
We build and customise CRM systems around the way your team actually sells, so the pipeline in the dashboard matches the pipeline in your reps' heads. Sometimes that means a custom platform; sometimes it means configuring the one you already pay for properly.
A senior engineer replies within 24 hours — not a sales rep.
The honest state of most CRMs
Your reps update it on Thursday for the Friday meeting
Deals sit in stages they left weeks ago. Notes get backfilled from memory an hour before the forecast call. The data isn't wrong because anyone is lazy — it's wrong because logging an activity takes eleven clicks and doesn't give the rep anything back. Every reporting problem downstream starts here.
Six years of customisation nobody can unpick
There are forty-three custom fields, nine of which are required, and no one currently employed knows why. Automations fire from other automations. Making a small change means someone quotes a fortnight because they're afraid of what it will break. The platform is fine; what's been done to it isn't.
The stages don't describe how you win business
Off-the-shelf pipelines assume a linear deal with one buyer. Yours might involve a site survey, a tender response, a procurement committee and a two-year framework agreement. When the stages don't map to reality, reps guess where to put things, and the forecast becomes a number you argue about rather than plan with.
Sales, marketing, support and billing each have their own truth
Marketing counts a lead the CRM never saw. Support is handling a churn risk the account manager finds out about on the renewal call. Finance chases an invoice for a contract that was renegotiated last month. Nobody has the whole customer in one view, so the customer gets four uncoordinated conversations.
How we approach CRM
A CRM earns its place by making the next action obvious and the admin nearly invisible. We design for the rep's day first, because the reporting management wants only exists if the reps keep the data honest.
We design around your sales motion, not a generic funnel
Before any build we map how deals genuinely progress in your business — who gets involved, what has to be true to move a stage, where they stall and why. Stages become observable events rather than vague sentiment, which is what makes a forecast defensible instead of optimistic.
Sometimes the right answer is to configure what you own
If you're running Salesforce or HubSpot and the problem is a bad implementation, rebuilding from scratch is an expensive way to inherit the same mess. We'll audit what you have and, where the platform can do the job, fix the configuration, prune the customisation debt and build only the pieces genuinely missing. That's a smaller invoice and we're comfortable saying so.
Data hygiene designed in, not cleaned up quarterly
Deduplication at the point of entry, validation that blocks nonsense without blocking the rep, enrichment where an API can fill a field instead of a human, and ownership rules that make it clear whose record it is. We also migrate and merge your existing contact data with a review pass before anything overwrites anything.
One customer view across the tools you already run
We connect the CRM to marketing automation, your support desk, billing and the product itself, so a renewal conversation includes open tickets and usage. Integrations are built to reconcile — with conflict rules and monitoring — rather than fire once and silently drift out of sync.
The stack we build on
Chosen to fit the problem — not because it's what we used last time.
CRM platforms
- Salesforce
- HubSpot
- Zoho CRM
- Odoo CRM
- Pipedrive
- SuiteCRM
Custom build stack
- React
- Next.js
- Node.js
- TypeScript
- Django
- Laravel
- PostgreSQL
Integration & data
- REST APIs
- GraphQL
- Webhooks
- Segment
- Zapier
- Apache Kafka
- Elasticsearch
Reporting & delivery
- Metabase
- Looker Studio
- Power BI
- AWS
- Docker
- GitHub Actions
How we'll work together
Every stage ends with something in your hands — not a status update.
- 01
Sit with the sales team
We shadow reps and account managers through a normal week and listen to how deals get described internally versus how the system records them. Sales leadership tells us what they can't currently see; the reps tell us what they avoid doing and why.
You get: A documented sales motion with stage definitions and exit criteria, plus a written list of everything currently costing reps time.
- 02
Build or buy, decided on evidence
With the motion mapped, we assess whether your existing platform can carry it after a proper reconfiguration or whether a custom build is genuinely warranted. You get the reasoning and the cost difference in writing, including the maintenance implications of each route.
You get: A recommendation with cost and effort comparison, a target architecture, and a clickable prototype of the rep's core screens.
- 03
Build, integrate, and consolidate the data
We deliver in two-week sprints, wiring in marketing, support and billing as we go. Contact and account data from existing systems is deduplicated and merged into a staging instance you review before it becomes the live record.
You get: Working software each sprint, live integrations with monitoring, and a data merge report showing exactly what was matched, kept and discarded.
- 04
Pilot with one team, then widen
A single pod or region uses it as their real system for a few weeks while we watch where the friction is. Their objections shape the final build. Only once they'd resist going back do we roll it out to everyone.
You get: Pilot findings with the resulting changes, role-based enablement material, and a phased rollout schedule with adoption checkpoints.
Where we've applied this
Financial services
Relationship-led pipelines with mandated disclosures, advisor handovers and communication logs kept in a form compliance can actually audit.
Healthcare
Referral and patient enquiry pipelines with access controls tight enough for clinical data, connected to scheduling rather than parallel to it.
Logistics
Quoting on lanes and volumes rather than flat products, with contract rates and tender cycles visible against each account.
Manufacturing & distribution
Long procurement cycles tracked through distributors and reps, with quotes tied to real inventory and lead times instead of a spreadsheet.
Real estate
Enquiry-to-viewing-to-offer pipelines where speed of first response decides the deal, with automated follow-up that still sounds like a person.
Education
Enquiry to enrolment tracked across intakes and campaigns, so admissions teams know which channels produce students rather than clicks.
Clients we've built for
Real products, in production, with real users on them.
Questions buyers ask us
Fix what you have if your sales process is reasonably conventional and the pain is really a bad implementation — Salesforce and HubSpot are mature, and configuration is cheaper to buy and to maintain than code. Build custom when your sales motion is structurally unusual, when per-seat licensing at your headcount outweighs the build, or when the CRM needs to be part of your product rather than sit beside it. We give you the comparison honestly, and plenty of these audits end with us doing less work than the client expected.
Give them something back. Fewer required fields, mobile entry that works from a car park, activity captured automatically from email and calendar where possible, and a next-best-action they'd have wanted anyway. We also pilot with one team first so the rollout is led by peers who found it useful, not by a mandate from the top. Adoption is a design problem before it is a training problem.
The main drivers are how many integrations have to stay reliably in sync, how messy the data being consolidated is, and how far your process sits from what a platform does out of the box. A focused customisation of an existing platform sits well below a custom build. After a short paid discovery you get a fixed scope and price rather than an open-ended estimate.
Yes, and the merging is usually more delicate than the moving. We profile records for duplicates and conflicts, agree survivorship rules with you, then run trial merges into a staging instance so you can inspect the result before it becomes live. Nothing is discarded irreversibly, and you get a report of every match and rejection.
That's usually the point of the project. We integrate marketing automation, support desks, billing and product usage so an account record reflects the whole relationship. Where a vendor's API is limited we say so early and design around it rather than promising a sync that will quietly break.
You own the code, the configuration and the data in full from day one, and we hand over documentation with it. Most clients keep us on after launch, because a CRM changes whenever the sales process does — new segment, new pricing model, new team structure. If you'd rather run it internally, we'll train your admin and step back.
Show us where your pipeline stops being believable
Tell us how your team sells today and what the CRM refuses to show you. A senior engineer replies within one business day — and if the answer is to configure what you already own, we'll say that on the first call.