CRM and Sales Automation for a Philippines Professional Services Firm
Sales were being managed through email threads, a shared spreadsheet, and memory. Two deals had been lost to missed follow-up in the prior quarter. We implemented Zoho CRM with automated pipelines, follow-up sequences, and win-loss tracking — go-live in 3 weeks.
Adam Raymond Belda
IT Operations Director / Co-Founder
Client
Philippines Professional Services Firm
Industry
Professional Services
Duration
3 weeks
Engagement
Project-Based
The Real Cost of No CRM
The firm's principals knew they had a follow-up problem. What they didn't know was the scale of it. When we conducted a retrospective of the prior 12 months using their email records, we found 11 prospects who had expressed clear buying intent and then went silent — not because they chose a competitor, but because no one followed up after the initial proposal. At an average deal value of PHP 180,000, that represented PHP 1.98 million in revenue that was within reach and not captured.
CRM Architecture We Configured
We configured Zoho CRM with a five-stage pipeline matching the actual sales conversation: Discovery, Qualified, Proposal Sent, Negotiation, and Closed. Each stage had a defined entry criterion and an automated exit trigger. Custom fields captured the information that mattered for this specific business: service type, decision-maker name, budget range, and the specific business problem the prospect was trying to solve. Every email sent to or received from a prospect was automatically logged against the deal record via Gmail integration — no manual data entry.
The Automation Stack
Four automations did the work that had previously relied on human memory. First: any deal idle in 'Proposal Sent' for more than 7 days triggered an automated follow-up email from the principal's Gmail account — not a generic template, but a personalized message referencing the specific proposal. Second: any new inquiry submitted through the website contact form created a deal in CRM automatically and sent a Slack notification to the responsible principal. Third: any deal marked Closed-Lost required a loss reason field to be completed before it could be saved — creating a loss analysis database. Fourth: any deal marked Closed-Won triggered an onboarding task list in ClickUp automatically.
The Results
Deals lost to missed follow-up
Zero in 90 days post-launch
Pipeline visibility
Both principals agreed on pipeline status for the first time
First deal closed post-launch
Within 30 days of go-live
Average follow-up response rate
34% on automated follow-up emails
Time to proposal stage
Reduced from 8 days to 2 days average
Technology Stack
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