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CRM and automation

CRM automation works when the sales process is defined.

Many SMEs buy CRM too early or use it only as an address book. Start with lead flow, ownership, and follow-up rules.

Define the pipeline first

Before buying CRM or automation tools, write down enquiry sources, qualification rules, sales stages, follow-up timing, quote process, and handover to operations.

Good first automations

  • New enquiry capture into a single CRM.
  • Owner assignment and reminders.
  • Follow-up sequences for unresponsive leads.
  • Review requests after service completion.
  • Weekly pipeline reports for management.

Bad signs

  • No one owns CRM hygiene.
  • Salespeople keep using private spreadsheets.
  • Management wants dashboards but not process discipline.
  • Automation sends messages before the brand voice and approval rules are clear.

Grant angle

Pre-scoped CRM and digital solutions may fit PSG or SMEs Go Digital routes. More complex workflow redesign or custom integrations may need deeper scoping and comparison with EDG.