Why the policy approach fails
Every business has tried to get its team to update the CRM properly. It fails because updating it benefits the business and costs the individual, and the individual is measured on something else.
The fix is not another policy. It is removing the entry work entirely.
What we build
- Activity capture — emails, meetings and calls logged against the right record automatically
- Enrichment — company size, sector, location filled without anyone typing
- Enquiry creation from your website forms, with source and campaign attached
- Follow-up tasks created by rule so nothing is forgotten
- Revenue back from finance, so the pipeline shows what was invoiced rather than hoped for
Matching is the technical difficulty
Deciding whether an incoming contact is the same person as an existing record is where these projects get hard. Email is the strongest key and is frequently missing or shared.
Automatic merge only above a high confidence score, a review queue for the middle band, and never create silently on a weak match. That is how duplicates breed.
One-way, with an owner
Two systems both allowed to create and edit contacts will diverge, and the sync applies whichever ran last. We pick one owner per entity and make everything else read.
That is a governance decision more than a technical one, and we ask you to make it explicitly before we build.
What changes for the team
Less typing, faster notification of new enquiries, and pipeline reports nobody argues about because the revenue figures come from finance rather than from optimism.
The measure we ask you to watch is response time to a new enquiry. It is the most controllable conversion variable most businesses have.