A CRM that updates itself

We connect your CRM to the systems around it, so records stay current without anyone typing them twice — and your pipeline reflects reality.

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A CRM is only as good as the data people remember to enter

Most CRM problems are not CRM problems. The system is fine; the data entry is manual, so it happens late, inconsistently, or not at all. Then the pipeline is wrong, the forecast is wrong, and people stop trusting the reports.

  • The same information entered into two or three systems
  • Records that go stale because updating them is someone's least favourite task
  • Pipeline stages that no longer reflect what is actually happening
  • Reporting nobody trusts, so decisions get made on instinct

What we build

We connect the CRM to the systems that already hold the truth — inboxes, calendars, forms, billing, support — so records update from real events instead of from recollection.

  • Two-way sync between your CRM and connected systems
  • Records created and updated from real activity
  • Stage transitions driven by events rather than by memory
  • Deduplication and validation on the way in
  • Reporting built on data that maintains itself

How the engagement runs

  1. Audit the data flow

    We map where each piece of information originates and where it is currently re-typed.

  2. Design the sync

    Which system is authoritative for which field, and what happens on conflict.

  3. Build and backfill

    We build the integration and address the existing data quality problems rather than automating around them.

  4. Monitor

    Sync failures alert rather than accumulating silently.

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Frequently asked questions

Which CRMs do you work with?

Most major CRMs expose an API we can integrate with, and we have built against the common ones. If yours has an API or webhook support, integration is almost always possible — the practical question is what the API allows, which we check during scoping.

What about our existing messy data?

We address it as part of the project rather than automating on top of it. Deduplication and validation rules go in at the point of entry, so the data stops getting worse before we try to make it better.

Can it sync in both directions?

Yes, though two-way sync needs a clear decision about which system is authoritative for each field. We agree that up front, because it is the thing that causes problems later if left implicit.

How do we know if a sync breaks?

Failures alert a named person. A silent sync failure is worse than no sync, because the data looks current when it is not, and people keep trusting it.

Will this disrupt the team while it is being built?

We build and test against a staging setup where the CRM supports one, and roll out in milestones rather than switching everything at once. Day-to-day work continues throughout.

Tell us what you want to automate

A short call to scope the workflow, followed by a written proposal with scope, timeline and cost before any work begins.

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