CUSTOM CRM SAAS DEVELOPMENTA CRM That Turns Customer Activity
Into Clear Next Steps
A configurable SaaS workspace for teams that need a shared view of accounts, opportunities, follow-ups, and performance.
Pipeline board · account 360 · automation · reporting
Project Snapshot
B2B SaaS
Multi-tenant CRM
Sales, success, operations, administrators
UX strategy, product design, development
Overview
Removing the gap between customer data and daily action
The concept addressed a familiar B2B problem: important customer context lived in spreadsheets, inboxes, and disconnected tools. Teams could record activity, but struggled to see ownership, risk, and the most useful next action.
We designed a CRM around the daily operating rhythm: manage a pipeline, understand an account, complete a follow-up, and see what requires attention. Configuration supports different sales motions without forcing every team into the same process.
Business Context
Before / Context
- Fragmented data across spreadsheets, inboxes, and disconnected tools.
Goal
- A connected workspace: consolidate contacts and accounts; offer flexible pipelines; preserve fast data entry; make automations understandable; support role-based permissions; make reports useful to non-analysts; maintain a clean experience as records grow.
Challenges
- Consolidate contacts and accounts.
- Offer flexible pipelines.
- Preserve fast data entry.
- Make automations understandable.
- Support role-based permissions.
- Make reports useful to non-analysts.
- Maintain a clean experience as records grow.
Solution
A configurable customer operating system
The product combines account intelligence, deal management, tasks, communication history, and reporting in a unified workspace. Automation rules reduce repetitive work while retaining an audit trail that explains what happened and why.
Core User Journeys
Sales representative
Import or create lead → qualify → add activity → move deal stage → receive next-step reminder → close or nurture.
Manager
Review pipeline health → inspect forecast risk → rebalance ownership → coach from activity context.
Admin
Configure fields, permissions, stages, automations, and integrations.
Key Features
Custom objects/fields
Pipelines
Activity timeline
Tasks and reminders
Email/calendar integration
Saved views
Role permissions
Automation rules
Import/export
Dashboards
Audit logging
UI / UX Screen Gallery
Technology &
Delivery Architecture
React/Next.js · TypeScript · Node.js or NestJS · PostgreSQL · Redis · AWS · background-job queue · OAuth integrations.
React/Next.js
React/Next.js
TypeScript
TypeScript
Node.js or NestJS
Node.js or NestJS
PostgreSQL
PostgreSQL
Redis
Redis
AWS
AWS
background-job queue
background-job queue
OAuth integrations
OAuth integrations
Workflow
Web application
Users access the multi-tenant dashboard to manage pipelines, leads, and accounts
API/services
Processes pipeline updates, calculates revenue analytics, and manages roles
tenant data/integrations
Stores tenant-isolated records and syncs external email/calendar data
Architecture Note
A tenant-aware data model and role-based access layer ensure each organization sees only its own records. Background jobs handle imports, scheduled automations, and integration syncs without blocking the main workspace.
Illustrative Outcomes
+31%
fictional improvement in records with a documented next step
−26%
fictional reduction in time spent preparing weekly pipeline reviews
+18%
fictional increase in follow-up completion within target date
Fictional illustrative results, included as realistic targets for a well-adopted CRM rollout.
Need a CRM built
around your actual process?
Let's map your sales pipelines, custom objects, and automation workflows before development begins.
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