Capability 06
No opportunity should depend on memory.
CRM, follow-up and connected data so every request has an owner, a deadline and a reading.
Request a diagnosisThe problem it solves
Many companies generate more opportunities than they handle well. The request lands in an inbox, someone replies when they can, follow-up lives in one person’s head, and the report is rebuilt by hand every month.
Automating is not adding tools. It is reducing the number of manual decisions needed for an opportunity to move forward.
When it makes sense
- Leads get lost between the form and the first call.
- Nobody can say how many opportunities are open right now.
- Reporting is manual and arrives too late to decide with.
- You are about to increase paid volume and the sales process is already stretched.
What it includes
CRM architecture
Real process stages, minimum fields, qualification criteria and owners.
Capture and routing
Forms, deduplication, automatic assignment and response-time agreements.
Automations
Honest confirmations, reminders, follow-up sequences and internal alerts.
Measurement
Event plan, naming, consent and verification that the numbers reconcile.
Dashboards
One dashboard per decision: sales, acquisition and content. No decorative metrics.
Pragmatic attribution
Simple, declared models with their limits written down. No false precision.
Deliverables
- Sales process and pipeline map
- CRM configured with documented fields and stages
- Event plan and naming convention
- Live automations with error logging
- Dashboards with a written definition per metric
What we measure
- Response time to a new request
- Opportunities lost to missing follow-up
- Data coverage: requests with a known source
- Monthly hours spent on manual reporting
How it connects
Measurement is the condition for optimizing paid, search and web. Without it, every decision is made on instinct and argued on opinion.
Questions about this capability
Which CRM do you work with?
The one you already use, if it is reasonable. If there is none, we recommend one based on team size, process and budget, and explain why.
Does this replace a sales team?
No. It removes admin work and gives them context. Decisions and relationships stay human.
How do you handle personal data?
With the minimum necessary, limited access, no personal data in analytics, and consent recorded in the form itself.
Next step