CRM Architecture & Pipeline Design
Your CRM should match how your business actually generates revenue.
We design and build custom CRM architectures that reflect your sales process, not generic templates. Pipeline stages that make sense. Properties that capture what matters. Workflows that move deals forward automatically.
Most CRMs Are Set Up Wrong
Generic pipeline stages that don't reflect how you actually sell
Too many unnecessary properties or missing the ones that matter
No clear ownership rules for lead routing and deal assignment
Poor adoption because the system doesn't help reps sell
No visibility into where deals are stuck or why they're lost
A CRM that fights your process creates more problems than it solves.
What We Build
Custom Pipeline Architecture
We design pipeline stages that match your actual sales motion. Each stage has clear entry criteria, exit criteria, and required actions. Reps know exactly what needs to happen to move a deal forward.
Property Structure & Data Model
We build a clean property structure that captures what matters without creating clutter. Standard properties, custom properties, calculated fields, and dependent logic all designed around your business model.
Lead-to-Opportunity Routing
We create intelligent routing rules so leads go to the right person based on territory, product, deal size, or custom criteria. No more manual assignment or deals sitting unworked.
Record Relationships & Associations
We structure how contacts, companies, deals, and custom objects relate to each other. Clean data architecture means accurate reporting and no duplicate records.
Deal Stages & Forecasting Logic
We build pipeline probability logic that produces accurate forecasts. Your forecast should reflect reality, not hope. We connect stage progression to closed-won outcomes.
Lifecycle Stage Management
We design how contacts and companies move through lifecycle stages automatically. Subscriber to lead. Lead to opportunity. Opportunity to customer. Each transition is tracked and automated.
Lost Reason Tracking & Analysis
We implement structured lost reason tracking so you can see patterns in why deals fail. This informs coaching, messaging, and product decisions.
Data Cleanup & Migration
If you're moving from spreadsheets or another CRM, we clean, dedupe, and migrate your data properly. No garbage in, garbage out.
Platforms We Build On
HubSpot
Deep expertise in HubSpot Sales Hub, Marketing Hub, and Operations Hub. Custom objects, calculated properties, advanced pipelines, and complex association structures.
GoHighLevel
Complete GoHighLevel CRM builds for service businesses. Pipeline design, opportunity management, and integration with GHL's marketing automation.
We don't just configure settings. We architect the entire system around your revenue model.
Why CRM Architecture Matters
Sales Team Adoption
When the CRM matches how reps actually work, they use it. When it fights their process, they avoid it.
Accurate Forecasting
Good pipeline structure produces reliable forecasts. Bad structure produces guesswork.
Revenue Visibility
Leadership can see where deals are, where they're stuck, and what's at risk without asking reps for updates.
Automation Foundation
Clean architecture enables automation. Messy architecture blocks it. Everything else you want to build depends on this foundation.
How We Approach CRM Design
Discovery
We map your current sales process, deal stages, handoffs, and data needs. We identify what's working and what's breaking.
Architecture Design
We design the pipeline structure, property model, routing rules, and automation triggers before building anything.
Build & Configure
We build the CRM structure in your platform. Pipelines, properties, associations, views, and reports.
Data Migration & Cleanup
We clean and migrate existing data if needed. Deduplication, standardization, and validation.
Training & Adoption
We train your team on how to use the new structure and why it's built the way it is.
Iteration
We refine based on real usage. No CRM is perfect on day one. We optimize as you learn what works.
Ready to Build a CRM That Actually Works?
Let's design a system around how your business actually generates revenue.
We'll walk you through what proper CRM architecture looks like for your business model.