Eximious Alliance

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  • Upgrading a CRM foor Growth & Efficiency
  • EXIMIOUS ALLIANCE CASE STUDY
CHALLENGE

As our client’s business expanded, they initially relied on the free version of a CRM to manage their sales and marketing activities. However, as their offerings grew and they introduced multiple products, they quickly found the system’s limitations restrictive. They needed additional sales pipelines to manage diverse product lines effectively and a more integrated approach to support their marketing strategy.

While the free CRM allowed them to store contacts, it lacked the flexibility to track multiple deal pipelines, monitor ad campaign performance, and streamline their email marketing efforts. They wanted to track engagement from their marketing initiatives, understand customer interactions across different channels, and automate regular newsletters to nurture leads efficiently.

It became clear that they required a more robust system that managed client relationships and sales activities and integrated marketing insights, automated communications, and provided visibility into the progress of each deal. With this new structured deal pipeline, they could monitor opportunities, set follow-up tasks, and ensure every interaction moved leads closer to conversion.

PROCESS

They had been using a free version to date, and understood the basics of the CRM they had in place. But they needed to understand what other features were available to address their business problems in order to meet their growth ambitions. Together, we defined their key business needs:

  • Clear visibility of prospects & leads – They needed multiple structured pipelines to track deals for multiple products, so that they could understand where each opportunity stood, and ensure no client interaction was missed.
  • Automated pipeline notifications – The client was looking for a way for the whole team to stay up to date with the progress of the different deals in their pipelines. We helped them think about what would help them in their aim to reduce manual effort and improve efficiency.
  • Mailers – There was a desire to build more of a relationship with the contacts tat they had built up n the free version of their CRM and were keen to look at opportunities to automate mailers and monitor response rates.
  • Integration with ad tracking – They were considering a marketing campaign on Google ads and LinkedIn and we helped them think about what they needed to track so that they understood their requirements in this space.

Once their needs were fully understood we were able to use the output to conduct a gap analysis to compare their needs with available products to ensure that they ended up with the best product for them.

OUTCOME

With these priorities in mind, we assessed whether their existing CRM could meet their evolving needs, focusing on solutions aligned with their business size, budget, and goals. After careful analysis, we determined that an upgrade was the best option, allowing them to stay within a familiar system without the complexity of data migration.

Once the right platform was identified, we restructured their sales pipeline to offer real-time visibility into deal progress. We integrated marketing engagement tracking, enabling them to monitor how leads interacted with campaigns, and connected the CRM with essential platforms to streamline prospecting and sales workflows.

To ensure smooth adoption, we conducted an orientation session, equipping the team with a practical introduction to the upgraded system. This hands-on approach helped them quickly grasp the fundamentals, build confidence, and explore ways to optimise their sales process effectively.

BENEFITS
  • Multiple structured pipelines provided clear sales visibility, ensuring no opportunity was missed and deals progressed smoothly.
  • Integrated marketing engagement tracking helped the team monitor lead interactions, understand engagement patterns, and transition prospects seamlessly.
  • Automated follow-ups, reminders, and activity tracking reduced manual effort, eliminating scattered notes and spreadsheets.
  • Centralising client and deal management reduced mental load, making sales and marketing processes more efficient.
  • A hands-on onboarding session accelerated adoption, giving the team confidence to use and customise the CRM effectively.
  • Seamless integration with other key business systems improved data flow, reporting, and overall decision-making.
CHALLENGE

As our client’s business expanded, they initially relied on the free version of a CRM to manage their sales and marketing activities. However, as their offerings grew and they introduced multiple products, they quickly found the system’s limitations restrictive. They needed additional sales pipelines to manage diverse product lines effectively and a more integrated approach to support their marketing strategy.

While the free CRM allowed them to store contacts, it lacked the flexibility to track multiple deal pipelines, monitor ad campaign performance, and streamline their email marketing efforts. They wanted to track engagement from their marketing initiatives, understand customer interactions across different channels, and automate regular newsletters to nurture leads efficiently.

It became clear that they required a more robust system that managed client relationships and sales activities and integrated marketing insights, automated communications, and provided visibility into the progress of each deal. With this new structured deal pipeline, they could monitor opportunities, set follow-up tasks, and ensure every interaction moved leads closer to conversion.

PROCESS

They had been using a free version to date, and understood the basics of the CRM they had in place. But they needed to understand what other features were available to address their business problems in order to meet their growth ambitions. Together, we defined their key business needs:

  • Clear visibility of prospects & leads – They needed multiple structured pipelines to track deals for multiple products, so that they could understand where each opportunity stood, and ensure no client interaction was missed.
  • Automated pipeline notifications – The client was looking for a way for the whole team to stay up to date with the progress of the different deals in their pipelines. We helped them think about what would help them in their aim to reduce manual effort and improve efficiency.
  • Mailers – There was a desire to build more of a relationship with the contacts tat they had built up n the free version of their CRM and were keen to look at opportunities to automate mailers and monitor response rates.
  • Integration with ad tracking – They were considering a marketing campaign on Google ads and LinkedIn and we helped them think about what they needed to track so that they understood their requirements in this space.

    Once their needs were fully understood we were able to use the output to conduct a gap analysis to compare their needs with available products to ensure that they ended up with the best product for them.

OUTCOME

With these priorities in mind, we assessed whether their existing CRM could meet their evolving needs, focusing on solutions aligned with their business size, budget, and goals. After careful analysis, we determined that an upgrade was the best option, allowing them to stay within a familiar system without the complexity of data migration.

Once the right platform was identified, we restructured their sales pipeline to offer real-time visibility into deal progress. We integrated marketing engagement tracking, enabling them to monitor how leads interacted with campaigns, and connected the CRM with essential platforms to streamline prospecting and sales workflows.

To ensure smooth adoption, we conducted an orientation session, equipping the team with a practical introduction to the upgraded system. This hands-on approach helped them quickly grasp the fundamentals, build confidence, and explore ways to optimise their sales process effectively.

BENEFITS
  • Multiple structured pipelines provided clear sales visibility, ensuring no opportunity was missed and deals progressed smoothly.
  • Integrated marketing engagement tracking helped the team monitor lead interactions, understand engagement patterns, and transition prospects seamlessly.
  • Automated follow-ups, reminders, and activity tracking reduced manual effort, eliminating scattered notes and spreadsheets.
  • Centralising client and deal management reduced mental load, making sales and marketing processes more efficient.
  • A hands-on onboarding session accelerated adoption, giving the team confidence to use and customise the CRM effectively.
  • Seamless integration with other key business systems improved data flow, reporting, and overall decision-making.
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Proven performance

With over 30 years of combined experience, Fran and Alison are leaders in change management, improvement, and business analysis. They have successfully partnered with clients across diverse sectors such as the NHS, financial services, non-profits, and sports organisations.

Their strong reputation is built on close collaboration and a deep commitment to supporting clients’ growth and change initiatives. Experience the expertise and dedication that Fran and Alison bring to every project, ensuring your organisation achieves its goals.

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