We architect your CRM around how you sell, turn scattered data into one record every team trusts, and put that data to work: routing, scoring, and forecasts your leadership believes.
CRM architecture
We structure your CRM around how your business sells.
You get a CRM that finally matches how your deals move: pipelines that fit your process, lifecycle stages every team reads the same way, and the fields your reporting has been missing. Whether we build it fresh or rescue the instance you already have, your history comes across whole.
One source of truth
We turn scattered data into one record every team can trust.
You stop wondering which version of a company is the real one. Duplicates merge, formats get cleaned, and anything new is checked on the way in, while enrichment keeps filling the gaps. The record your team opens is one they can trust, months from now as much as today.
Data, activated
We put that data to work: routing, workflows, and forecasts your team trusts.
Your leads reach the right rep in seconds instead of sitting in a queue. Deals can’t skip the fields that matter, and because every number rolls up from clean records, the forecast you take into Monday is one nobody needs to argue about.
Teams that trust us to scale smarter
The problem
From CRM chaos
to one record everyone trusts.
The problem is almost never the software: it's that nothing keeps the records honest, so every team quietly trusts its own spreadsheet instead. We rebuild the structure and wire the workflows that keep one clean record true, until it's the version the whole company runs on.
Without an engine
Nobody trusts the CRM, so nobody uses it.
Three records for the same company, all different
Reps keep their real notes in spreadsheets
Every pipeline review starts with an argument about the numbers
Automations nobody remembers building fire at the wrong people
Data rots quietly between annual cleanup projects
With the engine
One record, one set of rules, running on every write.
One clean record per company, kept true automatically
A CRM structured around how your business sells
Routing and scoring enforced automatically by rules
Records that update themselves as the world changes
One forecast, trusted by the entire org
€3M+
added to client pipeline through systems we've built
0-7 wks
no rip-and-replace; we build inside what you have
What you get
Picture a CRM that finally works the way you sell, instead of making you work around it. Your pipeline mirrors how deals really move, the workflows behind it keep every record clean and current, leads get scored and handed to the right rep the moment they land, and Monday’s forecast becomes a number nobody argues with. Click any piece to see the work behind it.
01
CRM Implementation & Configuration
02
Migration & Consolidation
03
CRM Optimization & Performance Tuning
04
Data Hygiene & Cleanup
05
Dynamic Enrichment & Live Data
06
Integration & Data Flow
07
Workflow Automation
08
Lead Scoring & Routing
09
Attribution & Pipeline Reporting
We set up your CRM the way your business runs: objects, pipelines, lifecycle stages and the properties your reporting depends on. A fresh build, or a rescue of the instance you already have, with the structure agreed and signed off before a single record moves into it.
We move you off legacy tools, or bring separate instances into one clean system, without losing a single record or deal along the way. Every note, owner, thread and timestamp lands where it belongs, and the old system stays read-only until you sign the cutover off.
We audit what has stopped working, grade every finding by severity, then rebuild the workflows, automations and reporting until they are something your team relies on again. The tangle of rules that fight each other becomes one clean path, with one owner per lead.
We dedupe, normalize and validate your data as it comes in, so one company means one record and one record means the truth. This runs on every write, all year long, so the next import cannot quietly undo the cleanup. It is the foundation everything else depends on.
Your CRM keeps itself current as the world changes. Job moves, promotions, funding rounds and tech shifts flow in on their own, so the record in front of your rep is true today. Nothing goes quietly stale between quarters.
We connect marketing, sales, product and success so every team works from the same source of truth, in real time, instead of separate tools quietly disagreeing about the same company. Everything writes into one record, and every team reads back from that same record.
The system does the manual work for you: the right actions fire automatically off real events in the CRM, instead of waiting for someone to remember them on a busy Friday afternoon. Something happens, the system checks, the system acts, and every run gets logged.
Leads are scored on fit and intent, then routed to the right rep by rules the system enforces. Every time, in seconds, while the intent is still warm. The same lead gets the same outcome whether it lands on a Tuesday morning or a Friday night.
You see what is driving pipeline and revenue, in dashboards and a forecast your leadership trusts on Monday morning. Every number traces back to a deal with a source stamped on it, so the meeting stops being a debate about whose numbers are right and starts being a decision.
How we work
We build it with you..
Then it’s yours.
No 80-page deck handoff. We diagnose, build inside your stack, embed with your team, and the system gets sharper the longer it runs.
Step 01: Configure
The structure, designed around how you sell.
Objects, pipelines, lifecycle stages and the properties your reporting depends on, designed around how your business runs and signed off before a single record moves into it.
In this workflow:
- HubSpot: Where we build it, if HubSpot is what you run
- Salesforce: Or here, if Salesforce is your system of record
Produces: A model that matches how you sell · signed off before a record moves
Step 02: Migrate
Everything you have, moved with nothing lost.
Legacy tools and separate instances come into one clean system, reconciled row by row on both sides, so not a single record or deal goes missing in the cutover.
In this workflow:
- HubSpot: The destination: every note, owner and timestamp lands where it belongs
- Salesforce: Or the destination is here, if Salesforce is what you run
Produces: Every record, note and owner in the new system · nothing dropped
Step 03: Tune
The tangle, rebuilt into one clean path.
The rules that contradict each other, the automations firing twice, the fields nobody fills: all of it surfaced, graded, and rebuilt into one clean path with one owner per lead.
In this workflow:
- HubSpot: We read what is live today, then rebuild it into one chain your team can name
- Salesforce: The same audit and rebuild when Salesforce is your system: one chain, one owner per lead
Produces: One rule set your team can name · and rely on again
Step 04: Clean
One company, one record, on every write.
Dedupe, normalize and validate on every write, so one company means one record and the next import cannot quietly undo the cleanup you just paid for.
How the data moves:
- Clay → HubSpot: record.validated
In this workflow:
- Clay: Checks each record on the way in, against the rules we write with you
- HubSpot: Only clean, deduped, normalized records ever land here
- Salesforce: The same gate holds when Salesforce is your system: nothing lands dirty there either
Produces: One company, one record · enforced on every write
Step 05: Enrich
The record keeps itself current.
Job moves, promotions, funding rounds and tech shifts land on the record on their own, so what your rep opens on Thursday is true on Thursday.
How the data moves:
- Apollo → Clay: firmo + people
- Clay → Claude: raw.signals
- Claude → HubSpot: fields.refreshed
In this workflow:
- Clay: Orchestrates it: which source to ask, in what order, and when to go back and re-check
- Apollo: Firmographics and the people behind them: size, industry, who moved, who just joined
- Claude: Claude reads what no vendor returns: their site, their posts, their hiring, and writes the tier and the reason for it
- HubSpot: The fresh fields land on the record your reps already have open
- Salesforce: The refreshed fields write to Salesforce the same way, ready when a rep opens the record
Produces: A record that is true today · without a rep touching it
Step 06: Connect
Every team, one source of truth.
Marketing, sales, product and success all write into the same record and read back from it in real time, so no two tools can quietly disagree about the same company.
In this workflow:
- HubSpot: The hub every other system syncs into, both directions
- Salesforce: Same job, if Salesforce is your system of record
Produces: One set of numbers every team reads · in real time
Step 07: Automate
The manual work, done by the system.
Something happens, the system checks, the system acts. Field updates, held deals, tasks and notifications fire off real CRM events instead of waiting for someone to remember.
How the data moves:
- HubSpot → Claude: context.sent
- ChatGPT → HubSpot: update.written
In this workflow:
- HubSpot: Where the workflows live, and where every run gets logged and can be undone
- Salesforce: The same workflows run when Salesforce is home, logged and reversible there too
- Claude: Reads the thread, decides what happens next by your rules, and writes the update. Claude or ChatGPT: same job, whichever fits the play
- ChatGPT: Same job here: either model reads, decides and writes by the same rules, and we swap them without rewiring anything
Produces: The follow-up already exists · nobody had to remember it
Step 08: Route
Scored, then routed by rule, every time.
Leads are scored on fit and intent, then handed to the right rep by the rule that matches, in seconds. The same lead gets the same outcome on a Tuesday morning or a Friday night.
How the data moves:
- Clay → HubSpot: fit.score
- Clay → HubSpot: owner.assigned
In this workflow:
- Clay: Supplies the fit data the score is built on, kept fresh
- HubSpot: Scores the lead and enforces the rule that assigns it, every time
- Salesforce: Scoring and assignment enforce the same way in Salesforce, in seconds
- Pipedrive: Same rules hold if Pipedrive is your system: the routing lives in the CRM, not a bolt-on
Produces: The right rep, in seconds · every single time
Step 09: Report
One number your leadership trusts.
Every deal carries the source that made it, so pipeline and forecast roll up from stamped records. Monday stops being a debate about whose numbers are right.
In this workflow:
- HubSpot: Every deal carries the source that made it, and the dashboards read off that stamp
- Salesforce: Or here: same stamp, same numbers, same backbone
Produces: A forecast built deal by deal from stamped records
The tools we use
The best tool for each job,
wired into one system.
We start with how you sell and the tools you already run, then choose what fits. Here's what we typically wire together for a CRM & RevOps build.
What clients say
Read result from teams we’ve worked with
Questions
Questions we get asked
Build the foundation
A 30-minute call to scope your CRM and RevOps foundation: what we’d restructure first, what one trusted record unlocks, and what the build looks like inside your stack.
