NM Company
A portfolio and enquiry site for events firm NM Company
A visual portfolio and enquiry website for an event management and supplies firm — presenting a full...
Read itSales pipeline and customer systems
CRM Development
CRMs that reps actually use — automatic call logging, WhatsApp threads attached to the lead, SLA-enforced routing, and a forecast the sales head opens without dread.
- Leads routed and on a rep's phone within 90 seconds of the enquiry
- Calls logged automatically by the telephony integration — not by the rep
- WhatsApp Business API threads attached to the lead, not lost on personal phones
- SLA breach escalation that fires before the lead goes cold, not after
What this is
Give the rep something before you ask them for anything.
Every CRM that has ever been abandoned was abandoned for the same reason: it asked the sales team for more than it gave them back. Fourteen mandatory fields to log a call. A pipeline view that takes six seconds to load. A report that only the CEO looks at, built entirely out of data the reps were bullied into typing.
So we build CRMs the other way round. The rep gets something on day one — the call is logged automatically because the telephony is integrated, the WhatsApp thread is already attached to the lead, the next action is prefilled, and the lead landed on their phone within ninety seconds of the enquiry with everything they need to make the call. Data quality becomes a by-product of a tool people want to use, rather than a compliance exercise nobody wins.
This is for teams where the sales process is the business: real estate, education, healthcare, B2B services, high-ticket D2C. If you have twenty reps, four sources of leads, an SLA you keep missing and a sales head who cannot answer "what is going to close this month" without opening a spreadsheet — that is the problem we solve.
The way every CRM dies.
Most CRM projects do not fail at go-live. They fail in week six, quietly, when the reps stop entering data.
Once entry lapses, the pipeline is fiction. The forecast is fiction. The sales head goes back to asking people in the Monday meeting, and within a quarter the CRM is an expensive contact list. This is the single most common way a CRM investment dies, and it is entirely predictable.
The fix is not training, and it is definitely not a mandate. It is removing the entry. Calls are logged by the telephony integration, not by the rep. WhatsApp and email threads attach themselves to the lead. Status changes when an action happens, not when someone remembers to update a dropdown. Site-visit check-ins are a GPS tap on a phone, not a form. We aim for a rep to be able to work a full day and have typed fewer than twenty words.
Then we measure adoption as a first-class metric — daily active reps, percentage of calls logged against telephony records, percentage of leads with a next action set — and put it on the sales head's dashboard from week one. Adoption drift is visible while it is still fixable, instead of six months later when the forecast has already stopped meaning anything.
Sound familiar
What is leaking, and where.
Every one of these has a rupee value attached to it, and most sales teams have never measured any of them.
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The first call happens four hours later
The lead filled your form, then filled three competitors' forms. Whoever called first is now in a conversation. Speed to first touch is the biggest lever in the funnel and nobody is watching it.
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The customer relationship lives on a personal phone
Every meaningful conversation happened on a rep's WhatsApp. When they resign, the account goes with them and you cannot even reconstruct what was promised.
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The pipeline is fiction
Forty deals sitting in "Negotiation", eleven of them untouched for two months. The forecast is a number the sales head made up because the CRM could not be trusted to produce one.
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Nobody knows what was said on the call
The cloud telephony has recordings. The CRM has a note that says "interested". There is no link between the two, so coaching is guesswork and disputes are unwinnable.
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You cannot see which channel actually pays
Meta reports leads, Google reports leads, the CRM reports closures, and no single system connects the two. So you keep spending on the source with the best cost per lead and the worst cost per sale.
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Leads land in a WhatsApp group
Enquiries from four sources get pasted into a group chat and whoever is awake picks them up. Duplicates get called twice. Half get called never.
What you get
The machinery under the pipeline.
Every one of these exists to remove work from a rep, not to add a field for them to fill.
Routing with a clock on it
One queue for every source. Assignment by geography, product, ticket size, round-robin or capacity. An SLA timer starts on arrival and escalates on breach, before the lead goes cold.
Telephony that logs itself
Exotel, Knowlarity or Twilio. Click to call, number masking, recording attached to the lead, missed inbound calls converted into leads automatically. The rep never logs a call again.
WhatsApp Business API
Approved templates, a shared team inbox, opt-in capture and the 24-hour window handled correctly. Every thread attached to the lead, so the relationship stays with the company.
Every source, one funnel
Meta Lead Ads, Google Ads, the website, portals like 99acres or Justdial, IVR, walk-ins and imported lists — deduplicated on phone number, attributed to source, in one pipeline.
Pipeline hygiene, enforced
Age in stage, mandatory next action, automatic decay of stale deals, duplicate merging. A pipeline that reflects reality is a pipeline you can forecast from.
Reporting a sales head opens
Weighted forecast, speed to first touch, SLA breaches by rep, conversion and cost per closed deal by source. One page, under a second, honest even when it stings.
How we build it
One team live before a hundred people are told to log in.
CRM rollouts fail on adoption, so the rollout is designed around adoption from the first week.
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01
Ride along with the sales team
1–2 weeksWe sit with reps while they work. We listen to the calls, read the WhatsApp threads, watch the leads arrive, and count what actually gets typed and where. The real sales process is never the one on the slide, and the CRM has to fit the real one.
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02
Design the pipeline and the SLAs
1–2 weeksStages with exit criteria a rep and a manager would both agree on. Routing rules. The response SLA per source and the escalation path when it breaches. Who sees whose leads. We write this down and get the sales head to sign it, because arguing about it in month four is expensive.
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03
Integrations before features
3–4 weeksTelephony, WhatsApp Business API, Meta and Google lead ingestion, portal feeds and deduplication. Built first, deliberately — because they are what make the CRM give before it takes, and every week they are delayed is a week reps spend typing.
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04
Pilot with one team
3–4 weeksOne region or one product line goes live. We watch adoption daily — active reps, calls logged, next actions set — and fix the friction in the same week we find it. The pilot team becomes the internal advocate, which is worth more than any training deck.
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05
Roll out, then instrument the funnel
4–6 weeksMigrate the historic data, deduplicate it, expand team by team. Then wire the reporting: forecast, source attribution, cost per closed deal, SLA compliance. The dashboard is the last thing built and the first thing anyone senior looks at.
What fixing the top of the funnel is worth.
Median movement across CRM engagements in the two quarters after the pilot team went live.
0sec
Lead to rep's phone
From enquiry to assigned, with the context
0%
Lift in lead-to-meeting
Driven almost entirely by speed to first touch
0%
Calls logged automatically
Matched against telephony records, not self-reported
0
Leads lost to a group chat
One queue, deduplicated on phone number
The platform call
Configure a product, or build one.
| Zoho / HubSpot | Salesforce | Custom CRM | |
|---|---|---|---|
| Time to a working pipeline | 4–6 weeks | 10–16 weeks | 10–14 weeks |
| Cost scales with rep headcount | Yes, per seat | Yes, steeply | No |
| Deep Indian telephony and WhatsApp | Via connectors | Via connectors | Native |
| Unusual sales model (channel, multi-party) | Painful | Possible, costly | Native |
| Pipeline speed on a 4G phone | Good | Heavy | Excellent |
| You own the data and the code | Data only | Data only | Both, outright |
| Sensible when | Under ~40 reps | Enterprise governance | 50+ reps or an odd process |
Beyond the pipeline
What the good ones grow into.
A forecast the board can be shown
Weighted by stage and by rep-adjusted historic conversion, not by whatever percentage a rep felt optimistic about on Friday. Age in stage surfaces the deals that are quietly dead. When the number moves, you can drill into the deals that moved it, in two clicks.
Quotations and approvals
Configurable pricing with discount bands, an approval chain when a rep goes below the floor, and a PDF that goes out on WhatsApp with a read receipt.
Post-sale service tickets
The relationship does not end at closure. Tickets, SLAs, warranty and AMC tracking against the same customer record the sale was made on.
Field sales and site visits
GPS check-in from a phone, offline-capable, with a beat plan and route. No forms, no fake attendance, no arguing about who was where.
Marketing spend that reconciles to closures
UTM and click-ID captured at lead creation, carried through the entire lifecycle, and joined against the closure. You get cost per closed deal by campaign — not cost per lead, which is the number that has been quietly lying to you.
The stack
Wired into the rails Indian sales actually runs on.
Laravel 12
Livewire
PostgreSQL
Redis
Laravel Horizon
WhatsApp Business API
Exotel
Knowlarity
Twilio
Transactional email
Meta Lead Ads API
Google Ads API
Portal feeds
IVR miss-call capture
Metabase
Proof
All case studies
Pipelines that reps actually open.
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Browse by
For a lot of teams you should, and we will say so. They are excellent products. You outgrow them when per-user licensing starts to bite at fifty or a hundred reps, when your sales process genuinely does not fit their object model — channel partners, multi-party deals, inventory-linked selling — or when the integrations you need cost more in connectors and consultants than the platform itself. Half the time the honest answer is "configure Zoho properly and hire a good admin".
By removing the typing. Calls log themselves through the telephony integration. WhatsApp and email threads attach to the lead automatically. Status advances when an action occurs, not when somebody remembers a dropdown. Site visits are a GPS check-in. Our target is that a rep can work a full day and type fewer than twenty words. Then we measure adoption — daily active reps, calls logged against telephony records — on the sales head's dashboard from week one.
Through the official WhatsApp Business API, with approved message templates, a shared team inbox, and every conversation attached to the lead record rather than living on a rep's personal phone. That matters commercially: when a rep resigns, the customer relationship stays with you. We handle template approval, opt-in capture, the 24-hour service window rules, and automated nudges for stalled deals.
Every inbound lead — Meta, Google, the website, a portal, an IVR miss — lands in one queue and is assigned by a rule you control: geography, product, ticket size, round-robin, or rep capacity. A clock starts. If first contact has not happened inside your SLA, usually five to fifteen minutes, it escalates to the team lead and then reassigns. Speed to first touch is the single biggest lever on conversion in Indian sales, and almost nobody measures it.
A weighted pipeline by stage, with age in stage so stale deals surface instead of hiding. Speed-to-first-touch and SLA breaches by rep. Conversion by lead source with cost per closed deal, so you can kill the channel that only looks good on volume. Rep activity against outcomes. Forecast versus quota with the deals actually driving it. One page, loads in under a second, and it is honest even when the honest answer is unpleasant.
A working pipeline with lead capture, routing, telephony, WhatsApp and reporting is typically 10 to 14 weeks. Add quotations, approvals, partner or channel hierarchies, post-sale service tickets and a customer portal and you are at 18 to 26 weeks. We put the pipeline into live use with one team first and expand from there, because a CRM that ten people love beats one that a hundred people were instructed to open.
How many of last month's leads were never called?
If you cannot answer that in under a minute, that is the problem. Send us your lead sources and your pipeline export and we will show you where the revenue is leaking.
Proof
Shipped, measured, still running.
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