""For the first time, our CRM tells us what to do next rather than just recording what we already did." — Laura Simmons, VP Sales"
The Challenge
180,000 lines of undocumented PHP 5.6, built in 2016. The sales team had started maintaining shadow spreadsheets because the system was too slow and unreliable to trust for day-to-day work.
Our Approach
We conducted 20 user interviews before designing a single screen. The clearest finding: reps wanted to log activities without leaving their email client. Everything else followed from that insight.
- Gmail and Outlook plugins for zero-friction activity logging without context-switching
- AI-powered deal scoring trained on 3 years of historical win/loss data
- Automated follow-up sequences triggered by deal stage and activity signals
- Real-time pipeline analytics with bottleneck identification
Results
Sales cycles shortened 60%. Data entry time reduced 40%. Post-launch user satisfaction: 4.8/5. Average deal value increased 22% due to improved follow-up consistency.
Technologies Used
React.js
Node.js
PostgreSQL
Redis
AWS
Gmail API
Outlook API