One record for every customer.

01 — Challenge

Three spreadsheets and a shared inbox.

Twelve reps, three spreadsheets and a shared inbox. Quotes were built by hand, invoices re-typed into Xero, and site-visit notes lived on sticky notes and in camera rolls — so follow-ups slipped and deals went cold.

• 12Reps sharing one inbox
• 3Spreadsheets for pipeline and quotes
• 21%Win rate

02 — Approach

Model the business, not the software.

We mapped how Northwind actually sells — enquiry, site visit, quote, invoice — and built the CRM around those four steps instead of bending an off-the-shelf tool to fit.

1. 01

   One record, every touchpoint

   Emails, calls, quotes and invoices on the customer's record, not in someone's inbox.

2. 02

   Quotes in minutes

   Rate-driven quoting that becomes a Xero invoice the moment the customer signs.

3. 03

   Built for the site visit

   A mobile app for reps on site: photos, notes and next steps straight into the record.

03 — Solution

A custom CRM, moved in a weekend.

A custom Laravel CRM with pipelines, quoting, Xero invoicing and a mobile app for site visits. We migrated nine years of data over one weekend, so the team left the spreadsheets on Friday and opened the CRM on Monday.

04 — Results

Northwind now wins one deal in three.

With every quote, visit and invoice in one record, follow-ups happen on time — and more of them turn into signed deals.

• 34%Win rate, up from 21%
• −9 daysShorter sales cycle
• 12 hrsAdmin saved weekly