A CRM that fits how you sell.
Not how someone else does.
If your team works around your CRM rather than in it, you are losing deals to the gaps. We build a pipeline that reflects how you actually sell.
Start a project →Why this matters
Generic CRMs are built for the average sales team. If your process is not average, your CRM should not be either. We build it around your exact workflow, with no seat fees and no data limits.
- Visual sales pipeline
- Company and contact management
- Automated follow-ups
- Integrated invoicing
- Document and credential storage
Why most CRMs end up half-used
Nearly every business we meet is on its second CRM. The first one is still there, with four months of data in it and nobody logging in. The reasons repeat.
It was bought for the manager, not the person selling
If using it costs the salesperson ten minutes and gives them nothing back, they will keep their real pipeline in their head and update the CRM on Friday from memory. Then the reports are fiction, and decisions get made on fiction.
The per-seat price decided who could use it
Licences get rationed, so the people who answer the phone are not on it. Half the customer conversations never reach the record, and the gap is filled by somebody forwarding an email.
It does not know what was invoiced
A pipeline that stops at "won" and hands over to a separate accounts package means someone is reconciling two lists by hand, and nobody can answer "what is this customer actually worth" without a spreadsheet.
The stages were somebody else’s
Out of the box you get Lead, Qualified, Proposal, Negotiation, Closed. Most real businesses have a step that matters more than all of those — the survey, the sample, the site visit, the credit check — and no field for it.
What a pipeline has to do to be worth updating
Be faster than not using it
The test is whether logging a call takes less effort than remembering it. One screen, the next action always visible, and no mandatory field that exists for a report somebody reads once a quarter.
Tell you what is actually at risk
Not a forecast built from optimism. Which deals have had no contact for longer than your own average, which have sat in one stage past the point most of them close, and which quotes are about to expire.
Hold the whole relationship, not just the sale
Quotes, invoices, jobs, documents and the awkward conversation from March, against one company record. The question "what happened with them" should have one place to look.
Chase without anyone remembering to
Follow-ups that fire on their own, from your address, that stop the moment somebody replies. Most lost work is not lost to a competitor, it is lost to nobody following up a second time.
Be usable by everyone who touches a customer
Because it is yours, the person on the counter can be on it. That is where the useful detail actually enters a business.
Survive the process changing
A new stage, a new field or a new rule is an afternoon of work, not a request to a vendor who may consider it next year.
Rent or build
| HubSpot, Pipedrive, Salesforce | Built for you | |
|---|---|---|
| Running tomorrow | Yes. | Three to six weeks. |
| Cost shape | Per seat, per month, rising with headcount and with the tier you get pushed into. | Once, then hosting. |
| Who can be on it | Whoever you are paying for. | Everyone. |
| Odd stages and rules | Within what the product allows, often on a higher tier. | Exactly yours. |
| Invoicing and jobs | A separate product, synced. | The same system, so nothing is reconciled by hand. |
| Your data | Exportable on their terms. | Your database. |
| When it is right | A standard process, and the seat cost does not bother you. | The process is the business, the seat cost is shaping behaviour, or the CRM needs to BE the operations system. |
If your sales process is ordinary, rent one. We would rather say that than build you something you did not need.
What you may lawfully do with the list once you have it
A pipeline is only worth building if you can act on it, and what you may do with it is set by two published positions rather than by the software.
- The soft opt-in is narrower than most lists assume. The ICO states the exception applies where the recipient bought, or negotiated to buy, a similar product or service from you, and you gave them a simple way to opt out both when you first collected their details and in every message since. It does not cover bought-in lists or people who merely enquired years ago.
- Record how each permission was given. When, where, and what the person was shown at the time. That record is what turns a complaint into a two-minute answer, and it is cheap to capture at the point of entry and expensive to reconstruct for a list you already hold.
- You are the controller of the pipeline. Under UK GDPR you decide why and how the data is used, so the obligations to the people in it are yours. The system’s job is to make meeting them routine: one-click unsubscribe, a deletion that actually deletes, and an export you can produce without asking anybody.
Sources, checked 26 October 2026
- Information Commissioner’s Office, Electronic mail marketing: the soft opt-in exception under PECR regulation 22
- Information Commissioner’s Office, Controllers and processors: who is who under UK GDPR, and what each is responsible for
Before you ask.
Why not just use HubSpot or Salesforce?
Can it import what is currently in our spreadsheet?
Will it connect to our email and calendar?
What if our process changes in six months?
Ready to get started?
Tell us what you need. We will scope it, price it and build it.
Start a project →