— Case / CRM & Back Office
CRM for leads, clientsand the sales team
- Multi-brand company
- Internal CRM / back-office
- In active production use
Leads, clients, the sales team, partner channels and administration — in one working circuit.
— Overview
A single platform for leads, clients and the team
An internal CRM/back-office platform that brings together lead and client management, the sales team, partner channels and the administrative processes of a multi-brand company in a single system. The platform covers the full operational cycle: from acquiring a lead through the partner network and processing it by the sales team — to converting it into a client, balancing workload among employees, communications and access administration.
Off-the-shelf CRM solutions did not match how the company actually organized its work with leads, clients and internal teams — a system designed around its own processes was needed. The product has been launched and is in active production use.
— Challenge
What had to be solved
01
Supporting multiple departments and roles at once. Sales, the verification department, partner managers and administrators had to work within a single system, each receiving a data view tailored to their task.
02
Centralized lead flow management. Leads needed to be distributed among agents, sources and funnels tracked, and team workload visible in real time.
03
Partner infrastructure as a separate channel. A partner module was needed, with traffic limits, duplicate protection, an intake schedule and API integration.
04
Support for multiple brands. Leads, clients, users and reporting had to be separated by brand from the very start, rather than added on as an afterthought later.
05
A unified system for communications and operations. The email infrastructure, interaction history and internal processes all had to operate within a single system.
— Solution
How the system works
Leads, clients and the CRM core
- A single UI pattern at the core of the interface: a data table with two-tier filtering — quick filters and saved templates with pinned columns
- Every module of the system is built on that pattern — a decision made at the outset that kept the interface consistent as functionality grew
- A lead enters the CRM from a partner channel or another source, is immediately tagged with a brand and a source/funnel, then distributed to and processed by the right team
- Bulk operations — status change, agent reassignment, brand change — and duplicate protection make it possible to manage a large flow of leads without manual, row-by-row work
- A separate module for bulk import of leads from external files with field mapping
- The lead card brings the whole history together across 10 tabs: personal data, status and source, activity, communication, verification documents and related accounts/transactions
- Promote to Client retains the accumulated history and related data — the client does not start from zero after conversion
- Client products and transactions — several account types with different rules, related transactions and payment methods — are part of the shared client card, not a separate interface
The team, partners and administration
- A data view per role: sales sees contact and status data, the partner team sees the source and path of the lead, verification sees only the documents relevant to it
- An agent workload page visualizes the distribution of work among employees in real time
- An interactive drag-and-drop organizational chart reflects the team hierarchy
- The role model restricts access across 15+ permission categories: each role works within the shared system but sees and can do only what relates to its own task
- The partner network as a managed channel: traffic volume limits, protection against duplicates and repeat registrations, a day-of-week traffic intake schedule
- API integration with examples for partners to connect independently; each partner has its own tabs for clients and transactions
- The email infrastructure runs inside the CRM itself rather than as an external integration: multiple email providers with test sending, multilingual templates with placeholders, event-based triggers, a delivery log and a suppression list
- The administrative layer: a field-mapping wizard for bulk imports and a full set of reference directories that administrators manage on their own
— Results
What was delivered
- A unified internal CRM/back-office platform covering the full operational cycle — from lead acquisition to access administration — within a single circuit.
- A centralized lead and client lifecycle — from acquisition and distribution to conversion into a client without losing history.
- A shared working environment for different roles — sales, verification, partner managers, administrators — each with its own data view inside a single system.
- Built-in sales team management: real-time workload balancing and organizational structure visualization.
- A role-based access model with 15+ permission categories.
- A partner network as a managed acquisition channel — with limits, duplicate protection and an API.
- A multi-brand model built into the system architecture from the very start.
- A single UI pattern that keeps the interface consistent as the system scales.
— Highlights
What was unusual
One core pattern
A data table with two-tier filtering was laid down at the outset — and every module is built on it, so the interface stayed consistent as functionality grew.
Multi-brand native
Leads, clients, users and reporting are separated by brand from the very start, not bolted on as an add-on later.
History retained
When a lead is promoted to client status, all accumulated history and related data is retained rather than recreated.
Partners as a channel
Traffic limits, duplicate protection, a day-of-week intake schedule and an API with examples for partners to connect on their own.
Email in the CRM
Email providers, multilingual templates, event-based triggers, a delivery log and a suppression list run inside the system itself.
— Conclusion
The project demonstrates the team’s experience in designing and evolving complex internal CRM/back-office platforms — systems that bring together lead and client management, the sales team, partner channels, communications and administration within a single scalable circuit.
The system is built as a single organism that covers all of the company’s needs in managing leads, clients and teams.