Sales & Customer Operations
CRM
A CRM that grows with your suite — not against it.
Background & Context
CRM serves sales & customer operations organizations that need integrated operations—not disconnected spreadsheets and siloed departments. Sales and front-office teams need more than a contact list. They need a pipeline that converts leads into customers, quotes into orders, and campaigns into revenue — while staying connected to phone calls and checkout events in sibling suite products. CRM is a NestJS + Next.js product rebuilt as an independently entitleable module with its own API, portal, contracts, billing SKU, and Postgres tables prefixed crm_. It is the most feature-rich sales domain in the suite, with forms, funnels, reputation, channels, and workflows alongside classic B2B entities — customers, contacts, leads, opportunities, quotes, and sales orders.
The Challenge
Leads from ads, walk-ins, and referrals sit in inboxes and spreadsheets — nobody sees the full pipeline Receptionist books an appointment or POS completes a sale, but CRM never hears about it and context is lost Monolithic CRM forces an all-or-nothing buy when you want pipeline and quotes today, not a full ERP rewrite Approved quotes get re-keyed into orders — line items drift and margin visibility disappears Campaigns, tickets, and conversations live outside CRM, so customer history is fragmented
The Solution
Sales and front-office teams need more than a contact list. They need a pipeline that converts leads into customers, quotes into orders, and campaigns into revenue — while staying connected to phone calls and checkout events in sibling suite products. CRM is a NestJS + Next.js product rebuilt as an independently entitleable module with its own API, portal, contracts, billing SKU, and Postgres tables prefixed crm_. It is the most feature-rich sales domain in the suite, with forms, funnels, reputation, channels, and workflows alongside classic B2B entities — customers, contacts, leads, opportunities, quotes, and sales orders.
Our Approach
Process analysis & blueprint
We documented current sales & customer operations workflows, data sources, and approval paths—then defined module scope and success metrics for CRM.
Core module rollout
Phased deployment of CRM capabilities with master data migration, user training, and UAT cycles aligned to operational calendars.
Go-live & continuous improvement
Controlled go-live with hypercare support, executive dashboards, and a backlog for automation, mobile extensions, and analytics.
What We Delivered
- Core sales entities — customers, contacts, leads, opportunities, quotes, orders, activities, campaigns
- Extended modules — tickets, tags, segments, workflows, forms, funnels, reputation, channels
- Sales pipeline — lead to customer or opportunity to quote to sales order with line items
- Inbound webhooks — Receptionist and POS events feed CRM without shared databases
- Enterprise forms — sectioned FormSchema for complex B2B customer and contact profiles
- Migration helpers — import and cutover from legacy stores or external CRMs
Outcomes & Impact
- Full lead-to-order pipeline in one product — not spreadsheets and disconnected tools
- 15+ entity types and modules including GHL-style forms, funnels, and campaigns
- Zero shared database tables with Receptionist, POS, or Finance — webhooks and service links only
- Live Receptionist and POS event ingestion via inbound webhooks
- Standalone runnable product — entitle and use CRM without other suite modules
- Weighted forecast and territory views for sales leadership
CRM gives sales & customer operations teams a single operating system for the workflows that matter—visibility for leadership, structure for operators, and a foundation for the next phase of growth.
Technology Stack
Services Delivered
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