A 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
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
PHP Laravel · MySQL · Redis · AWS · background-job queue · OAuth integrations · Salesforce.
PHP Laravel
Providing a robust, secure, and clean architecture framework to build the multi-tenant CRM backend APIs.
Salesforce
Integrating custom pipeline and client accounts dynamically with Salesforce to keep sales reps in sync across both platforms.
AWS
Storing data securely, accessible anytime, effortlessly.
MySQL
Serving as the relational database, ensuring high data integrity, quick search queries, and secure tenant separation.
Redis
Powering real-time experiences with ultra-fast data retrieval and caching.
OAuth integrations
Providing secure user authentication and third-party integrations without exposing credentials.
Workflow
Web Application
API/Services
Tenant Data/Integrations
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.
Scope a Custom CRM