Swasthya Sarathi
A healthcare-companion platform for Swasthya Sarathi
A website and mobile app development project for a multi-service healthcare companion — It helps peo...
Read itSales pipeline and customer systems
CRM Development
CRMs that reps really use: calls that log themselves, WhatsApp chats attached to the lead, lead routing with an SLA, and a forecast the sales head opens without worry.
Last updated
- Leads sent to a rep's phone within 90 seconds of the enquiry
- Calls logged automatically by the telephony link, not by the rep
- WhatsApp Business API threads attached to the lead, not lost on personal phones
- When an SLA is missed, the lead is sent up the chain before it 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 fields you must fill to log a call. A pipeline view that takes six seconds to load. A report that only the CEO looks at, made from data the reps were forced to type.
So we build CRMs the other way round. The rep gets something on day one. The call is logged automatically because the telephony is connected. The WhatsApp thread is already attached to the lead. The next action is filled in. The lead reaches their phone within ninety seconds of the enquiry, with everything they need to make the call. Good data comes as a result of a tool people want to use, not a rule nobody wins.
This is for teams where selling is the business: real estate, education, healthcare, B2B services, high-priced D2C. Maybe 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 stops, the pipeline is fiction. The forecast is fiction. The sales head goes back to asking people in the Monday meeting. Within three months the CRM is an expensive contact list. This is the most common way a CRM investment dies, and you can see it coming.
The fix is not training, and it is not an order. It is removing the typing. Calls are logged by the telephony link, 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 work a full day and type fewer than twenty words.
Then we measure how much the team uses it, as a key number: daily active reps, share of calls logged against telephony records, and share of leads with a next action set. We put it on the sales head's dashboard from week one. You see use slipping while it is still easy to fix, not six months later when the forecast already means nothing.
Sound familiar
What is leaking, and where.
Every one of these costs you rupees, 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 matters most 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 find out 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 give 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 cannot be won.
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You cannot see which channel actually pays
Meta reports leads, Google reports leads, the CRM reports closures, and no one system joins them. 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 tools under the pipeline.
Every one of these exists to take work away from a rep, not to add a field for them to fill.
Routing with a clock on it
One queue for every source. Leads are given out by area, product, deal size, taking turns or how busy each rep is. An SLA timer starts on arrival and sends the lead up the chain when time runs out, before the lead goes cold.
Telephony that logs itself
Exotel, Knowlarity or Twilio. Click to call, hidden phone numbers, the recording attached to the lead, and missed incoming calls turned 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 the right way. 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 — duplicates removed by phone number, each lead tagged with its source, all in one pipeline.
Pipeline hygiene, enforced
Age in stage, a next action every time, old deals fading out automatically, and duplicates merged. A pipeline that shows the truth is a pipeline you can forecast from.
Reporting a sales head opens
Weighted forecast, speed to first touch, SLA breaches by rep, and conversion and cost per closed deal by source. One page, under a second, honest even when it hurts.
How we build it
One team live before a hundred people are told to log in.
CRM rollouts fail when people do not use them, so we plan the rollout around use 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 really 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 clear rules for moving on that a rep and a manager would both agree on. Routing rules. The response SLA for each source and who is told when it is missed. Who sees whose leads. We write this down and get the sales head to sign it, because arguing about it in month four is costly.
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03
Integrations before features
3–4 weeksTelephony, WhatsApp Business API, Meta and Google lead ingestion, portal feeds and deduplication. We build these first, on purpose. They make the CRM give before it takes, and every week they are late 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 daily use, such as active reps, calls logged and next actions set. We fix any problem in the same week we find it. The pilot team becomes the voice for it inside your company, which is worth more than any training deck.
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05
Roll out, then instrument the funnel
4–6 weeksMove the old data across, remove duplicates, and add teams one by one. Then set up the reports: forecast, lead source, cost per closed deal, SLA compliance. The dashboard is the last thing built and the first thing senior people look at.
What fixing the top of the funnel is worth.
Middle result across our CRM projects in the six months after the pilot team went live.
90sec
Lead to rep's phone
From enquiry to assigned, with the context
28%
Lift in lead-to-meeting
Mostly the result of speed to first touch
94%
Calls logged automatically
Checked against telephony records, not told by the rep
0
Leads lost to a group chat
One queue, duplicates removed by 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 each rep's past conversion, not by whatever percentage a rep felt hopeful about on Friday. Age in stage shows the deals that are quietly dead. When the number moves, you can open the deals that moved it in two clicks.
Quotations and approvals
Pricing you can set up with discount bands, an approval chain when a rep goes below the lowest price, and a PDF that goes out on WhatsApp with a read receipt.
Post-sale service tickets
The relationship does not end when the deal closes. Tickets, SLAs, warranty and AMC tracking sit on the same customer record the sale was made on.
Field sales and site visits
GPS check-in from a phone that also works offline, with a visit plan and route. No forms, no fake attendance, no arguing about who was where.
Marketing spend that reconciles to closures
UTM and click-ID are saved when the lead is created, kept through the whole journey, and matched with the closed deal. You get cost per closed deal by campaign, not cost per lead, which is the number that has been quietly misleading you.
The stack
Connected to the systems Indian sales really 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
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For a lot of teams you should, and we will say so. They are excellent products. You outgrow them when paying per user starts to hurt at fifty or a hundred reps. You also outgrow them when your sales process does not fit how they work, such as channel partners, deals with many parties, or selling tied to stock. Or the links 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 link. WhatsApp and email threads attach to the lead automatically. Status moves forward when an action happens, not when somebody remembers to change 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 how much the team uses it, such as daily active reps and calls logged against telephony records. This shows 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. This matters for your business: when a rep resigns, the customer relationship stays with you. We handle template approval, opt-in capture, the 24-hour service window rules, and automatic reminders for stuck deals.
Every inbound lead — Meta, Google, the website, a portal, an IVR miss — lands in one queue and is given out by a rule you control: area, product, deal size, taking turns, or how busy each rep is. A clock starts. If first contact has not happened inside your SLA, usually five to fifteen minutes, it goes to the team lead and then to another rep. Speed to first touch is the biggest thing that decides whether a lead converts in Indian sales, and almost nobody measures it.
A pipeline weighted by stage, with the age of each deal in its stage, so old deals show up instead of hiding. Speed-to-first-touch and SLA breaches by rep. Conversion by lead source with cost per closed deal, so you can stop the channel that only looks good on numbers. Rep activity against results. Forecast against target, with the deals that really drive 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 levels, service tickets after the sale and a customer portal, and you are at 18 to 26 weeks. We put the pipeline live with one team first and grow from there. A CRM that ten people love beats one that a hundred people were told 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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