Large Space Venti-Cooling CRM
About the Brand
Our Objective:
The objective of our initiative focused on building an enterprise-grade CRM to manage the complete customer journey. Specifically, we aimed to:
Implement end-to-end CRM coverage from lead creation to installation completion
Map the CRM to the organization's actual sales hierarchy: NSM > ZSM > BM > SM > VCE
Streamline lead flow across capture, scoring, pre-sales qualification, sales and dealer allocation, site survey tracking, quotation management, machine delivery, and installation completion
Provide role-based visibility for sales, pre-sales, marketing, service, agency, dealers, influencers, ASPs, and management users
Implement automation and integrations, including WhatsApp bot automation, email/WhatsApp templates, lead scoring logic, dialer integration, MS Outlook integration, digital lead source integration, IndiaMART integration, and service CRM handover
Key Challenges:
01
Multiple Lead Sources: Leads arrived through manual entry, lead uploads, website forms, Google and Meta campaigns, IndiaMART, cold calling, BTL activities, databases, network sources, and email campaigns.
02
Complex Lead Types: The CRM had to manage customer leads, network leads, dealer leads, influencer/consultant leads, ASP leads, and other business-specific categories.
03
Layered Sales Hierarchy: NSM, ZSM, BM, SM, and VCE users each required specific access, visibility, and responsibility mapping.
04
Dealer & Network Management: Dealer profiles needed to be created at the backend, with support for lead allocation to dealers, influencers, consultants, and ASPs.
05
Pre-Sales Dependency: Initial lead qualification needed structuring so the pre-sales team could manage incoming leads efficiently and route qualified leads to the right sales users.
06
Lead Scoring Requirement: A defined scoring logic was needed to identify high-intent leads based on requirement quality, urgency, source, project type, and customer intent.
07
Stage-Wise Funnel Visibility: Every stage needed clear tracking, from lead creation through enquiry, site survey, quotation, order won, machine delivered, installation done, and service CRM handover.
08
User Permission Control: Sales teams, ZSMs, pre-sales users, marketing users, service team members, agency users, dealers, influencers, and ASPs all required separate permission structures.
09
Task Governance: The sales team needed daily task reminders, pending task visibility, task due-date control, and manager alerts for bulk updates.
10
Service CRM Handover: Post-installation data needed to transfer to the service CRM with approval from the service team.
Our Approach
To meet our objectives, we implemented an enterprise-grade CRM architecture built around four core pillars:
CRM Architecture & Sales Hierarchy
1. Unified Platform: Brought sales, pre-sales, dealers, marketing, service, and reporting stakeholders into one structured system.
2. Hierarchy Mapping: Structured the CRM around the NSM > ZSM > BM > SM > VCE hierarchy with role-based permissions.
Structured Lead Management
1. Lead Configuration: Set up lead types, multi-source capture, and dedicated lead forms.
2. Scoring & Routing: Built lead scoring logic to identify and route high-intent leads faster.
Automation-Led Pre-Sales
1. WhatsApp Bot: Automated initial lead interaction and structured information capture to reduce manual pre-sales screening.
Funnel-to-Service Continuity
1. Stage Mapping: Tracked every stage from lead to installation.
2. Service Handover: Connected sales closure to post-installation service management.
Amura's Execution
We executed a comprehensive, multi-module CRM build covering architecture, lead management, automation, permissions, reporting, and go-live readiness.
Key Actions:
CRM Architecture & User Setup
1. Sales User Creation: Created sales users per the NSM > ZSM > BM > SM > VCE hierarchy, with each role mapped to relevant permissions, reporting visibility, and functional responsibilities.
2. Dealer Profile Creation: Built dealer profiles at the backend to support dealer allocation, tracking, and network-led business management.
Lead Type, Capture & Form Configuration
1. Lead Type Configuration: Configured Customer Leads (direct enquiries), Network Leads (network sources), Dealer Leads (dealer partners), Influencer/Consultant Leads, ASP Leads (authorized service partners), and Other Leads (additional business categories).
2. Lead Capture Setup: Enabled capture across manual entry, lead upload, API-based capture, website forms, IndiaMART integration, Google and Meta campaign leads, email campaign leads, cold calling, BTL activities, database leads, and network sources.
3. Lead Form Creation: Built a Customer Form for direct enquiries and a Network Form for dealer, influencer, consultant, and ASP-related leads.
WhatsApp Bot & Pre-Sales Automation
1. WhatsApp Bot Implementation: Deployed a bot to manage initial lead interaction and support pre-sales flow.
2. Structured Information Capture: Captured requirement type, location, cooling requirement, space size, business category, purchase intent, and customer readiness.
3. Pre-Sales Flow Automation: Reduced manual dependency on the pre-sales team by filtering leads through a structured journey, freeing them to focus on better-qualified leads.
Lead Scoring & Stage Mapping
1. Lead Scoring Logic: Configured scoring based on source, requirement quality, urgency, project type, location, and intent level.
2. High-Intent Lead Routing: Prioritized and routed high-scoring leads to the relevant pre-sales users, sales users, dealers, or field teams for faster action.
3. Lead Stage Mapping: Mapped the full journey across Lead, Enquiry, Lead Allocation, Site Survey, Estimate Shared, Quotation & Design, Order Won, Machine Delivered, Installation Done, and Send Data to Service CRM.
Allocation, Site Survey & Quotation Management
1. Pre-Sales & Sales Allocation: Gave the pre-sales team admin-level access to qualify and allocate leads, with allocation logic built for SMs, dealers, and other users.
2. Lead Allocation Fallback: Planned fallback logic for weekends, leaves, and user availability to prevent delays in lead movement.
3. Site Survey Management: Enabled survey tracking for SMs, dealers, BHs, and VCEs to capture field-level updates and progress leads to the next stage.
4. Quotation & Design Management: Allowed teams to update quotation details and upload design files (including PDFs) directly into the CRM.
Order, Installation & Service Handover
1. Order & Delivery Tracking: Extended tracking beyond order-won to machine delivery for better post-closure visibility.
2. Installation Completion Approval: Added installation completion as a defined stage, with service team review and approval before data moved ahead.
3. Service CRM Handover: Transferred relevant data to the service CRM once installation was marked complete.
4. Servitium Integration: Added integration to support service-side tracking and smoother coordination between sales closure and service operations.
Permissions, Task Governance & Communication
1. User Permission Setup: Configured role-based access — Sales Team (lead creation, updates, allocation, movement), ZSM (admin rights for BM, SM, VCE, dealer, influencer, and ASP users), Pre-Sales Team (qualification and allocation control), Marketing Users (funnel overview and automation visibility), Service Team (installation approval and handover visibility), Agency Team (campaign performance and reporting access), and Dealers/Influencers/ASPs (role-based access).
2. Task Management & Due-Date Control: Set up daily task reminders and pending task visibility, with due dates editable only twice before requiring approval or escalation.
3. Bulk Update Monitoring: Flagged bulk updates of more than 10 records to managers to maintain data quality.
4. Communication Templates & Two-Way Messaging: Built custom email and WhatsApp templates and enabled two-way WhatsApp/email automation based on lead stage.
5. MS Outlook & Dialer Integration: Integrated Outlook for meetings and tasks, and added dialer integration to support calling workflows and follow-up tracking.
Reporting, Additional Modules & Go-Live
1. Custom Dashboards & Dashlets: Built dashboards for funnel movement, sales performance, marketing performance, pre-sales activity, and agency-level reporting.
2. Custom Reports: Created reports comparing current vs. required data across HR, Sales, Marketing, MIS, and Commercial functions.
3. Additional Business Modules: Built out the Sector Expert Program, Ambassador Program, Demo Installation, reactivation of lost deals, multiple-deals-per-company tagging, dealer management, product-with-pricing, dealer network, industry/sub-industry mapping, data migration, and user permissions.
4. Testing, Training & Go-Live: Ran a full testing phase covering CRM flow, permissions, email requirements, lead stages, integrations, and business modules; conducted a final training call on flow, roles, permissions, dashboards, automation, and reporting; then prepared the system for go-live and real-time use.
Results:
The implementation transformed a complex, multi-stakeholder sales process into a structured, automated, and fully trackable CRM ecosystem.
Complete Funnel Visibility
End-to-end tracking from lead creation through enquiry, site survey, quotation, order won, machine delivered, installation done, and service CRM handover.
Structured Sales Operations
Clearly mapped hierarchy giving NSM, ZSM, BM, SM, and VCE users defined roles, responsibilities, and reporting visibility.
Improved Pre-Sales Efficiency
WhatsApp bot automation streamlined initial lead interaction and key detail capture.
Better Lead Prioritization
Lead scoring identified high-intent leads by source, urgency, requirement quality, project type, and intent.
Faster Lead Allocation
Qualified leads routed more quickly to the right sales users, dealers, or pre-sales team members.
Reduced Manual Dependency
WhatsApp bot, email and WhatsApp templates, dialer, and CRM workflow automation cut repetitive manual work.
Stronger Dealer Management
Dealer profiles, allocation logic, and network forms enabled more structured dealer and network-led management.
Improved Task Discipline
Daily reminders, due-date restrictions, escalation rules, and bulk-update monitoring strengthened follow-up hygiene.
Centralized Reporting
Custom dashboards and reports gave sales, marketing, pre-sales, agency, service, and management teams a single performance view.
Smooth Service Handover
Installation approval and service CRM handover connected the sales journey to post-installation service.
Scalable CRM Foundation
Created an ecosystem built to support lead management, dealer management, automation, reporting, installation tracking, and future business expansion.