Case note
CRM & Follow-Up Management Cleanup
Situation
A B2B sales program had a broken CRM: stale stages, ghost deals, no next steps.
Responsibility
Sales operations execution - CRM cleanup, follow-up systems, and reporting.
Actions
What I did
- Rewrote stage definitions
- Enforced next-step-on-every-deal discipline
- Installed a Friday hygiene block
- Built a weekly pipeline report
Tools
Stack used
HubSpotPipedrive
Outcome
Measured outcomes
- ✓ Trustworthy pipeline data
- ✓ Recovered deals from a reactivated closed-lost list
Implication
Most CRMs don't need to be replaced. They need to be run.