Custom CRM Platform: Sales Automation & Reporting
Case Study
A growing B2B services company was managing leads across spreadsheets and messaging apps. Kevion built a bespoke CRM to centralize customer data, automate lead assignment and follow-ups, and provide real-time sales dashboards for management.
Proof Snapshot
Project Overview
The client was a growing B2B services company handling hundreds of monthly inquiries using spreadsheets and ad-hoc messaging. They required a lightweight, business-aligned CRM rather than an expensive off-the-shelf product with unnecessary features.
Business Challenge
Customer data fragmentation, no centralized lead tracking, manual follow-ups, duplicate records, and limited reporting visibility — all slowing the sales process and reducing productivity.
- ✕Customer data spread across multiple spreadsheets
- ✕No centralized lead tracking
- ✕Manual follow-up reminders
- ✕Limited visibility into sales performance
- ✕Duplicate customer records
- ✕Time-consuming administrative tasks
Project Goals
- ✓Build a custom CRM aligned with existing processes
- ✓Centralize customer and lead information
- ✓Automate repetitive tasks
- ✓Improve reporting and visibility
- ✓Create a scalable platform for future growth
Technical Architecture
Visual pipeline representing customer requests to backend processing data flows:
Technology Stack
| Layer | Technology |
|---|---|
| Frontend | React |
| Backend | Laravel |
| Database | MySQL |
| Auth | JWT |
| Hosting | AWS |
Deployment Team
| Role | Developers Count |
|---|---|
| Project Manager | 1 engineer |
| Full-Stack Developer | 2 engineers |
| UI/UX Designer | 1 engineer |
| QA Engineer | 1 engineer |
Discovery & Scoping
- 1Document lead lifecycle and sales workflow
- 2Map user roles and permissions
- 3Capture reporting requirements and pain points
- 4Define integration requirements and migration strategy
Execution Phases
Phase 1: Phase 1: System Design
Architecture, permissions, DB structure, and automation strategy.
Phase 2: Phase 2: Core Development
Lead management, customer records, opportunity tracking, tasks, and activity timeline.
Phase 3: Phase 3: Automation
Automatic lead assignment, follow-up reminders, email notifications, and activity logging.
Phase 4: Phase 4: Reporting
Interactive dashboards for pipeline, performance, conversion and lead sources.
Phase 5: Phase 5: Deployment
Migration support, training, and go-live monitoring.
Before vs. After
| Before | After |
|---|---|
| Multiple spreadsheets | Centralized CRM |
| Manual lead tracking | Automated pipeline |
| No reporting | Real-time dashboards |
| Follow-ups forgotten | Automated reminders |
| Duplicate records | Unified customer database |
Performance Improvements
Development Timeline
Technical Problems Solved
✕Data Fragmentation
Solution: Consolidated customer information into a single secure database.
✕Manual Processes
Solution: Automated follow-ups and lead assignment to remove repetitive tasks.
✕Reporting Delays
Solution: Built live dashboards with actionable insights for management.
Business Results
Lessons Learned
- •Custom software should reflect business workflows, not force businesses to adapt.
- •Automation delivers the greatest value when it eliminates repetitive tasks.
- •Simple, intuitive interfaces encourage user adoption.
- •Reporting should support decision-making in real time.
Why Kevion Technologies
- ✦Understand workflows before writing code
- ✦Create scalable architectures
- ✦Deliver intuitive user experiences
- ✦Support clients beyond project delivery
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Services used on this project
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