Your automation company CRM
  • This is my process. It's not the only way to get there, just what I did
  • Take what makes sense to you out of this video and discard whatever isn't relevant
  • No gatekeeping, I'll show you everything
Don't build a CRM until you have a customer
  • Most people waste their time building CRMs before they have a customer
  • Reality: if you haven't closed a deal, you don't really know what's involved in it
  • CRMs are also a) complex and b) only really worth it when you start juggling multiple leads simultaneously
  • In short, doing this before you've made money will slow you down more than it will speed you up
CRM fundamentals
  • Treat your CRM as a pipeline end-to-end
  • Have one main point of entry (90% of leads should enter this way) and a fallback for edge cases
  • Check your CRM every day—non negotiable and if you let it stagnate it'll fail
  • Minimize # steps and complexity wherever possible. This should be a tool to help you make $, not a tool that runs your life
  • Automate stuff, but not too much stuff. Customers are the highest ROI part of your business after all
Example pipelines
  • Average pipeline (slow, old, huge upkeep cost, runs your sales teams' lives)
  • Queue
  • First contact
  • Discovery call
  • Send proposal
  • Awaiting signature
  • Send agreement
  • Awaiting signature
  • Send invoice
  • Awaiting payment
  • Closed won
  • (Closed lost)
  • (No fit)
  • ^ this pipeline is how most people approach sales, and while segmenting makes sense when you're running a big company, the majority of small companies try and emulate it to much failure
  • Better pipeline (lean, fast, low upkeep cost, minimal)
  • Intake
  • Meeting booked
  • Proposal sent
  • Closed won
  • (Closed lost)
  • ^ this pipeline is extremely minimal—maybe even too minimal! But it'll keep your life very simple and focused on the highest ROI part of sales (actually selling) vs the lowest ROI part (sales admin)
Building in ClickUp
  • SOPs:
  • Your leads enter your CRM if/when they book a meeting. Not before. You'll leave a bit of juice on the table this way, but effectiveness > efficiency
  • If there's even an inkling of interest, you generate a proposal at the end of every meeting using the form. You send this immediately every time (so we don't need a "Send Proposal" step)
  • You look at your CRM every day, and follow up with people in "Proposal Sent" every 24-48 hours
  • If someone says no, you move them to Closed lost
  • If for whatever reason a lead enters your pipeline outside of your usual flow, you try and get them to "Meeting Booked' ASAP
  • Statuses:
  • Intake, Meeting Booked, Proposal Sent, Closed won, (Closed lost)
  • Show integration with proposal generator from last vid
  • Show Cal.com/booking integration
Other things you can automate
  • Columbo close-style automatic email alongside proposal. "Oh, one more thing I forgot to mention—XYZ". Makes your process appear much more personalized and 'incidental',
  • Automatic 'customized' followup emails if client has remained in Send Proposal for more than X days
  • Followup blasts every X months to everybody in "Closed lost"
  • Onboarding automations—when a customer pays you move them to your project management system (covering in next videos)
Closing thoughts
  • Build CRMs when you need them, not before!
  • Keep it as simple as possible—fewest stages, fewest entry points
  • Good luck! ❤️
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