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Problem
From Chaos to Clarity in Sales
A growing AgTech firm in rural New Zealand was grappling with scattered sales processes. With no formal CRM in place, the sales team relied on inbox folders, spreadsheets, and memory to manage their pipeline. This created chaos—no clear record of customer interactions, duplicated data, and missed follow-ups. Salespeople struggled to track notes from calls, link activities to opportunities, or get a view of their calendar. There was no unified system to log meetings, associate contacts with accounts, or manage simple quoting workflows.
The newly hired Head of Sales recognized the operational gap: “It was like the dark ages—we had nothing.” They needed a solution that could handle CRM basics but also flex to manage product-based quoting, track recurring revenue, and eventually integrate with Xero. Equally critical was ease of use for non-technical team members and the ability to scale without hiring a Salesforce admin.
Q1
Solution
Custom CRM at Startup Speed
SmartSuite was selected for its flexibility and speed to implement. Working with an implementation specialist, the team built a custom CRM from scratch in under two days. They created tailored tables for Opportunities, Accounts, Contacts, Products, and Line Items, including junction tables to manage multi-product quotes. A custom “Activities” table was added to log every call, meeting, or email—tagged by type and linked directly to relevant opportunities. Forms were created for reps to enter new deals easily, with conditional logic to create new accounts or contacts when needed. Dashboards were configured for both reps and leadership, with filters for pipeline visibility and performance tracking. Automation was implemented to log inbound Outlook emails as activities, tagged and timestamped, and linked to existing contacts. Finally, the team explored Make to integrate with Xero for future invoicing automation, and planned to use the mobile app for remote rep access.
Q2
Result
Simple Structure. Serious Scale.
The transformation was immediate. By day two, the sales team was live in production. Reps could now record calls, schedule meetings, and see activities in calendar view—all within SmartSuite. Email automations meant no more manual logging of communication. Product line items and standard pricing were structured to simplify quoting, with totals auto-calculated and orders tracked against accounts.
The Head of Sales felt confident handing SmartSuite to the team: “This is simple, powerful, and finally gives us structure without the Salesforce overhead.” The system also supported operational scale—forms and dashboards ensured consistency, and automation reduced admin. With full CRM visibility and a scalable quoting engine in place, the company laid the foundation not just for sales growth, but eventual integration with billing and support.
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