Martin
Founder, strategy and audits
Writes every audit and takes every first call. On your account from day one, running growth for SMEs since 2010.
CRM Integration
Custom Fields & Pipeline Setup
Your CRM Should Match How You Actually Sell.
We design the exact fields, record types, and deal stages your team needs, so the CRM matches how you really sell. Your reports can be trusted and your automatic steps work.
Get a Free CRM Structure Audit arrow_forward↑ 2.1×
Avg Forecast Accuracy
95%+
Data Field Utilization
↓ 50%
Time Spent on Data Cleanup
75+
Pipeline & Field Projects
Why Generic CRM Structures Fail
Common Structural Problems
- Default fields and stages that don't match your actual process
- Too many unused fields creating noise and low adoption
- Flat pipelines with no meaningful qualification or probability
- No place to record the information that actually drives decisions
- Reporting that requires constant manual cleanup or workarounds
Our Philosophy
Your CRM should match how your team sells and how leadership needs to see the business. We add only what you need for routing leads, scoring them, reporting, and automation, and nothing more.
Designing Fields, Objects, and Pipelines That Work
Pipeline & Stage Design
- Realistic Stages: Stages that match your actual sales process with clear entry and exit criteria.
- Probability & Forecasting: A realistic win chance for each stage, so forecasts reflect reality instead of wishful thinking.
- Multiple Pipelines: Separate processes for different products, regions, or sales motions when needed.
Fields & Data Model
- Only What Matters: Custom fields that are actually used in routing, scoring, automation, or reporting.
- Custom Objects & Relationships: Deals, contacts, companies, and any extra record types, linked correctly so your reports show what you need.
- Validation & Hygiene: Required fields, picklists, and rules that keep data clean without frustrating users.
Our Custom Fields & Pipeline Setup Process
01
Sales Process Discovery
Map exactly how your team sells today - stages, qualification criteria, handoffs, and the data that actually influences decisions.
02
Data Model & Pipeline Design
Define the exact fields, objects, pipelines, and stages needed. Ruthlessly eliminate noise.
03
Configuration & Validation Rules
Build the structure with proper permissions, picklists, dependencies, and data hygiene rules.
04
Reporting & Automation Alignment
Make sure the new structure supports the dashboards and automations your team actually needs.
05
Migration or Cleanup
Migrate existing data cleanly or start fresh with a solid foundation.
06
Training & Documentation
Teach the team how to use the new structure and provide clear reference materials.
FAQ
Common questions
What to know before you get started.
How do you decide which custom fields we actually need?
We map your sales process first. We only create fields that are used for routing, scoring, automation, or reporting. Everything else is noise that hurts adoption and data quality.
Can you fix a pipeline that has too many or meaningless stages?
Yes. We redesign pipelines so every stage has clear entry/exit criteria and real meaning for forecasting and process. We often consolidate or replace generic stages with ones that reflect how your team actually moves deals forward.
What about multiple products or sales motions that need different processes?
We design multiple pipelines or use custom fields and record types so different teams or offers can have the right structure while still rolling up to leadership reporting.
How do you balance structure with flexibility for reps?
We make required fields and stages meaningful and minimal. We avoid forcing reps to fill out dozens of fields that don't help them sell. The structure should make their job easier, not harder.
Can you help migrate data into a new structure without losing history?
Yes. We plan careful field mapping, stage transitions, and data enrichment so historical context is preserved and the new structure starts with trustworthy information.
How important are picklists and validation rules?
Very. Free-text fields create messy, unreportable data. We use controlled picklists, dependencies, and validation where they improve data quality without creating painful friction for users.
What about custom objects beyond deals and contacts?
We add them when they add real value - for example, projects, assets, or partner records that are central to how you sell or deliver. We keep the model as simple as possible while supporting the insights you need.
How do you make sure the new structure supports good reporting?
We design fields and stages with reporting in mind from the beginning. Every important dimension for pipeline, attribution, and forecasting should be cleanly queryable.
Can you help us move from a flat list of leads to a proper opportunity-based process?
Yes. This is one of the highest-impact changes we make for many teams. We help you shift to a deal-centric model with proper stages, probabilities, and forecasting that actually reflects your sales reality.
How long does a pipeline and field redesign usually take?
Discovery and design often take 1-2 weeks. Configuration, testing, and training typically take another 2-4 weeks. More complex multi-pipeline or multi-team structures can take longer.
Do you also set up the automations that rely on the new fields and stages?
Yes. The structure work is usually done together with routing, scoring, and automation so everything works as a coherent system.
How do you handle change management so the team adopts the new structure?
We involve users early, keep the interface clean, explain the "why" behind every change, and provide excellent training and quick-reference materials. Adoption is much higher when the system clearly helps reps win.
What if leadership wants very different reporting than what the current structure allows?
We start with leadership's reporting needs and work backward. The data model should be designed to answer the questions that actually drive decisions, not just what was easy to set up initially.
Can you help us standardize fields across multiple teams or regions?
Yes. We often create a core set of required fields and stages with team-specific extensions where needed, so leadership gets consistent reporting while teams have the flexibility they need.
How do we get started with a better CRM structure?
Book a free audit. We'll review your current fields, pipelines, and reporting, then deliver a clear redesign plan built around how your team actually sells and what leadership needs to see.
Ready to stop working around a CRM that does not match reality?
Get a free CRM structure audit. We'll show you exactly how to design fields and pipelines that reflect how you actually sell.
Get My Free CRM Structure Audit arrow_forwardMarketing from $500 USD a month
Month to month, no commitment. One fee covers the pages, the search and ad work and the tracking. Ad spend is separate and stays in your own accounts.
Starting at
$500 USD per month
Free to cancel with 1 month's notice. Tell us what you sell and where. We come back with what the first month would fix.
Get a Free AuditWhat $500 a month covers
Pages
IncludedPages built around the searches your buyers actually type.
Search and ads
IncludedSearch and ads aimed at people ready to inquire.
Tracking
IncludedCalls, forms and bookings tagged to the search, ad or page behind them.
Our team
The same people on the audit and on the work
Martin writes every audit and takes the first call. The same team stays on the account. 160+ businesses since 2010.
Yoana
Social and app development
Shapes social strategy and builds practical app experiences that turn attention into action.
Mike
SEO
Owns technical, local and content SEO so the right buyers find you when demand is highest.
Robert
Paid media
Plans and manages paid search and social campaigns around qualified leads.
Elmer
Analytics
Connects tracking, attribution and reporting so decisions are based on revenue-quality data.
Dino
Design
Creates clear brand and conversion-focused design across landing pages, campaigns and product experiences.
Certified and experienced
Certified where it matters. Accountable for the outcome.
Verified platform knowledge, 25+ years of hands-on experience, and an operating track record since 2010.
Google AdsCertified
✓Google AnalyticsCertified
✓Google Tag ManagerCertified
✓Operating since 2010Proven experience
✓