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Realising the Missing Link

  • Why a CRM is Crucial for Scaling Up
  • EXIMIOUS ALLIANCE CASE STUDY
CHALLENGE

Our client, a rapidly growing consultancy, faced significant challenges in managing their sales pipeline effectively. Initially, they believed a formalised lead tracking system was unnecessary due to a misconception that with a limited client base and few visible leads, they assumed they didn’t need a structured client relationship management system. This blind spot in their future sales process became more apparent as their business expanded.

Their existing approach relied on spreadsheets and private lists, with client and lead management tasks informally delegated across the team. However, this manual system quickly exposed its limitations:

  • Client Management: Team members frequently lost track of who had last interacted with a client, what was discussed, and what actions were due. The lack of a shared, centralised record caused confusion and inefficiencies, requiring frequent internal meetings to clarify client statuses.
  • Lead Management: Similarly, potential leads were poorly tracked. Conversations with prospects happened across different team members without clear visibility, leading to cross-communication issues and, ultimately, missed opportunities. When leads didn’t convert immediately, they were often forgotten rather than nurtured for future potential.

 

This lack of structure meant the team spent more time untangling conversations than progressing deals. Without a clear record of interactions - who spoke to whom, when, and what was discussed - opportunities slipped through the cracks, and the sales pipeline suffered from stagnation and inefficiency. As well as being frustrating for the team it was having a negative impact on the bottom line.

PROCESS

Defining Key Needs:
We worked with the client to identify their essential CRM requirements which included:

  • Centralised Client Data: A shared platform for real-time access.
  • Email Integration: Automatic tracking of conversations.
  • Tasks and Reminders: Built-in tools for follow-ups and sales tracking.

Platform Review and Selection:
Together, we reviewed CRM options, prioritising those aligned with their business needs. As well as their immediate needs, we helped them think about what they might need for the future so that they could select a system that they wouldn’t outgrow too quickly.

Data Collection, Clean-Up, and Migration:
We audited their existing data—gathering spreadsheets, lists, and notes—then cleaned, categorised, and migrated it into the CRM to ensure a streamlined, organised start.

Training and Empowerment:
We focused on supporting them to get up to speed with the basics and make use of the supplier’s training materials, giving the team the confidence to explore and experiment with the CRM.

OUTCOME

The new CRM replaced scattered notes and spreadsheets, reducing mental load and creating a structured sales pipeline. It gave them real-time visibility into client and lead interactions. With a centralised system, the team could easily track conversations, set follow-up reminders, and manage tasks, streamlining their entire sales process.

The data clean-up and migration created a single source of truth, eliminating confusion from scattered spreadsheets and private lists. Automated email tracking and task management reduced administrative overhead, freeing up time for meaningful client engagement.

Our support empowered the team to confidently use the system from day one, leading to quick adoption and improved workflows. As a result, leads were consistently nurtured, ensuring that no potential opportunities were lost, and the sales pipeline became more structured, efficient, and primed for growth.

BENEFITS

The shift to a CRM has delivered measurable improvements and marketing efforts

Streamlined pipeline minimises untangling of client interactions, boosting overall sales efficiency.

Centralised CRM replaces scattered notes, eliminating confusion in client data management.

Consistent follow-ups nurture leads, ensuring potential opportunities are never missed.

Automated tracking and reminders cut administrative tasks, freeing time for client engagement.

Real-time visibility improves team collaboration by streamlining internal communication.

Future-proof CRM selection supports scalable growth and prevents rapid system obsolescence.

CHALLENGE

Our client, a rapidly growing consultancy, faced significant challenges in managing their sales pipeline effectively. Initially, they believed a formalised lead tracking system was unnecessary due to a misconception that with a limited client base and few visible leads, they assumed they didn’t need a structured client relationship management system. This blind spot in their future sales process became more apparent as their business expanded.

Their existing approach relied on spreadsheets and private lists, with client and lead management tasks informally delegated across the team. However, this manual system quickly exposed its limitations:

  • Client Management: Team members frequently lost track of who had last interacted with a client, what was discussed, and what actions were due. The lack of a shared, centralised record caused confusion and inefficiencies, requiring frequent internal meetings to clarify client statuses.
  • Lead Management: Similarly, potential leads were poorly tracked. Conversations with prospects happened across different team members without clear visibility, leading to cross-communication issues and, ultimately, missed opportunities. When leads didn’t convert immediately, they were often forgotten rather than nurtured for future potential.

This lack of structure meant the team spent more time untangling conversations than progressing deals. Without a clear record of interactions - who spoke to whom, when, and what was discussed - opportunities slipped through the cracks, and the sales pipeline suffered from stagnation and inefficiency. As well as being frustrating for the team it was having a negative impact on the bottom line.

PROCESS

Defining Key Needs:
We worked with the client to identify their essential CRM requirements which included:

  • Centralised Client Data: A shared platform for real-time access.
  • Email Integration: Automatic tracking of conversations.
  • Tasks and Reminders: Built-in tools for follow-ups and sales tracking.

Platform Review and Selection:
Together, we reviewed CRM options, prioritising those aligned with their business needs. As well as their immediate needs, we helped them think about what they might need for the future so that they could select a system that they wouldn’t outgrow too quickly.

Data Collection, Clean-Up, and Migration:
We audited their existing data—gathering spreadsheets, lists, and notes—then cleaned, categorised, and migrated it into the CRM to ensure a streamlined, organised start.

Training and Empowerment:
We focused on supporting them to get up to speed with the basics and make use of the supplier’s training materials, giving the team the confidence to explore and experiment with the CRM.

OUTCOME

The new CRM replaced scattered notes and spreadsheets, reducing mental load and creating a structured sales pipeline. It gave them real-time visibility into client and lead interactions. With a centralised system, the team could easily track conversations, set follow-up reminders, and manage tasks, streamlining their entire sales process.

The data clean-up and migration created a single source of truth, eliminating confusion from scattered spreadsheets and private lists. Automated email tracking and task management reduced administrative overhead, freeing up time for meaningful client engagement.

Our support empowered the team to confidently use the system from day one, leading to quick adoption and improved workflows. As a result, leads were consistently nurtured, ensuring that no potential opportunities were lost, and the sales pipeline became more structured, efficient, and primed for growth.

BENEFITS

The shift to a CRM has delivered measurable improvements and marketing efforts

Streamlined pipeline minimises untangling of client interactions, boosting overall sales efficiency.

Centralised CRM replaces scattered notes, eliminating confusion in client data management.

Consistent follow-ups nurture leads, ensuring potential opportunities are never missed.

Automated tracking and reminders cut administrative tasks, freeing time for client engagement.

Real-time visibility improves team collaboration by streamlining internal communication.

Future-proof CRM selection supports scalable growth and prevents rapid system obsolescence.

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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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