GTM motion · Between the click and the close
CRM & CONVERSION
Most pipeline leaks before anyone closes it.
We rebuild the conversion layer of your business: the CRM, the routing, the qualification, the follow-up and the reporting. So interest becomes qualified pipeline and nothing falls through between the click and the close.
Why it matters
You spent to earn the click. Then the lead sits for 42 hours and dies.
Every other motion fights to create interest. Then it lands in a CRM nobody trusts, routed to no one, followed up two days late if at all. The average B2B company takes 42 hours to respond. By then your buyer has spoken to three competitors and forgotten your ad.
Fix the layer between interest and revenue.
How to work with us
Build it, convert with it, measure it.
The cost of the leak
73% of B2B leads never get a follow-up. We make it 100%, in under 60 seconds.
The Conversion Engine routes, enriches and contacts every inbound lead the moment it lands, then logs it cleanly in the CRM you already use. Speed-to-lead, automated.
See the Conversion EngineThe process
Four steps from first audit to revenue.
We do not hand you a roadmap and a wave goodbye. We run all four stages. You get a working system at the end, not a list of things to build yourself.
Audit the leak
We map your current lead journey from source to close, tracing exactly where leads stall, go quiet or get lost. Most of the leak is in the first 48 hours: leads arrive with no owner, no enrichment, and no sequence.
Rebuild the CRM
We clean the data, rebuild pipelines with real lifecycle stages, fix owner routing and wire in enrichment so every record has the fields your reps actually need to act on it.
Wire the Conversion Engine
Automation routes each new lead to the right owner, triggers enrichment in seconds, and fires the first contact sequence before a competitor has even opened their inbox.
Connect the reporting
Dashboards that tie ad spend, email sends and calls to closed revenue. You stop guessing what works and start cutting what does not.
What you get
Everything in scope, nothing left to assumption.
Three tracks, each with a defined deliverable list. You know what you are getting before we start. No scope drift, no surprise add-ons.
CRM Rebuild
- Full data audit and deduplication
- Pipeline stage redesign and naming
- Lead owner routing rules
- Custom properties and required fields
- Integration health check across your stack
- Enrichment layer (firmographic and contact data)
- Lifecycle stage mapping and SLA definition
- Team training on the rebuilt system
Conversion Engine
- Sub-60-second lead routing to the right rep
- Automated enrichment on every new lead
- Multi-channel follow-up sequence (email, LinkedIn, phone prompt)
- Lead scoring and qualification rules
- Duplicate detection before the record is created
- Handoff logic from marketing to sales
- CRM sync on every touchpoint
- Ongoing sequence optimisation
Reporting and Analytics
- Source attribution from click to closed deal
- Pipeline velocity and stage conversion rates
- Lead response time tracking by rep
- Sequence performance across channels
- Spend efficiency by channel and campaign
- Weekly revenue operations digest
- Custom dashboards in your BI tool
- Quarterly attribution audit
Common failure modes
Where good teams lose the deal they already earned.
These are not edge cases. They are the default state for most B2B teams before the conversion layer is rebuilt. If any of these match your current situation, the fix is not more spend.
Responding 24 to 48 hours late
The average B2B team takes 42 hours to respond to an inbound lead. The buyer has three competitor conversations before you follow up. Speed-to-lead is not a nice-to-have; it is the metric that decides whether the deal starts.
Routing to a pipeline nobody trusts
Leads arrive into CRM stages that do not reflect reality, owned by reps who left six months ago, with missing data no one has time to fill in. The team works around the CRM instead of in it.
Single-channel follow-up
Email-only sequences leave buying signals on the table. A prospect who ignores an email may respond to a LinkedIn message the same day. Multi-channel follow-up is not spam; it is coverage.
Reporting on activity, not revenue
Dashboards full of call counts and email opens tell you nothing about what closed. Without source-to-revenue attribution you are optimising noise, cutting channels that work and keeping ones that do not.
All four of these are fixable in a single engagement. The rebuild addresses routing and data. The Conversion Engine addresses speed-to-lead. Reporting surfaces where the remaining leak lives.
Who we work with
Built for operators who own the revenue number.
We work best with teams that already have inbound interest coming in and are watching it evaporate between the click and the close. We are not the right fit for businesses with zero pipeline signal yet.
Founders at 5 to 30 headcount
Running inbound from ads, content or referral with no one owning the follow-up process. Leads are landing; pipeline is not building. You need the layer between interest and revenue fixed before you scale spend.
GTM and RevOps leaders
You own the number but not the full stack. Your CRM data is unreliable, attribution is stitched together in a spreadsheet, and your conversion rate is lower than it should be at this stage of spend.
Sales-led teams scaling past the founder sale
The founder used to handle every lead personally. Now it is a team, and inbound goes quiet without anyone noticing. You need routing, qualification and follow-up that works without a founder on every thread.
How we run it
We run it for you, or we build it into your team.
Two ways in. Either way, the system lives on your stack and your data stays yours.
We run the conversion layer
We rebuild the CRM, wire the Conversion Engine, own the sequences and send you a weekly revenue operations report. You get the output of a RevOps function without the hire. Most clients at 5 to 25 headcount choose this route.
We build it, your team runs it
We design and build the full system, train the person who will own it, and hand over full documentation. You keep everything and run it without us. The right call if you have an ops-minded hire who wants to own the stack.
On your stack
Built on your CRM, not ours.
No rip and replace, no proprietary platform to learn. We rebuild and run the conversion layer inside the CRM your team already lives in.
Built on your CRM, not ours. Also Monday, Freshsales, Copper and more.
Frequently asked questions
Questions we hear before every engagement.
How long does a CRM rebuild take?
Most rebuilds land in four to six weeks from kick-off, depending on the size of your existing database and the number of integrations involved. We start with a two-week audit sprint, then move into build. You will have a working system, not just a plan, at the end of week six.
Do we need to switch CRMs?
No. We rebuild and run the conversion layer inside the CRM your team already lives in: HubSpot, Salesforce, Pipedrive or Attio. We do not ask you to rip and replace. If your existing CRM is genuinely not fit for purpose we will tell you, with evidence, but it is your call.
What counts as a lead for the Conversion Engine?
Any inbound signal: form fills, demo requests, trial sign-ups, content downloads, ad click-throughs routed to a landing page, or events. If a person raises their hand anywhere in your funnel, the Engine routes, enriches and contacts them. Nothing waits in a queue.
We already have sequences running. What happens to them?
We audit what is live, keep what is converting and rewrite what is not. Existing sequences are paused, not deleted, and we A/B before we cut anything. Your team keeps access to all historic performance data.
How do you handle data quality on an old CRM?
We start with a full deduplication and enrichment pass before touching any pipeline logic. A CRM rebuilt on bad data still has bad data. Cleaning happens first, pipeline redesign second, automation third.
Can you run this as a managed service rather than a one-off build?
Yes. Most clients start with the rebuild sprint, then move to a managed monthly where we maintain sequences, optimise routing rules, refresh enrichment and own the weekly reporting. You get a working system and an operator keeping it sharp.
See it in practice
Read how we built the conversion layer for teams like yours.
How much of your pipeline is leaking right now?
Book a 15-minute call. We will map your lead-to-revenue process and show you exactly where it is leaking, and what that is costing you.
Book a call