Custom CRM for B2B sales with long cycles

A CRM built around your funnel rules rather than an off-the-shelf product. It fits what you already use, follows deals that take months, and does not force the team to fill in fields nobody reads.

When an off-the-shelf CRM stops working

Market CRMs were designed for short cycles and high volume: many deals, few steps, one decision-maker. A five or six figure B2B sale is the opposite: few deals, many stakeholders, months of conversation and proposals that change three times along the way.

The symptom is always the same. The team stops logging, because the system asks for things that do not match the real process, and the pipeline on screen loses any relation to the pipeline in the sales person head. From then on the CRM is a cost, not a tool.

What changes in a custom CRM

Stages are those of your real cycle, with the criteria the team actually uses to say a deal has moved forward.
Multiple stakeholders per deal, each with their role, because a B2B sale is rarely decided by one person.
Less manual entry: whatever can be pulled from emails, proposals and systems is filled in automatically.

The problem: the real pipeline is not in the CRM

When logging is a chore, it stops happening. The sales person keeps what matters in their head and a personal spreadsheet, and the CRM gets filled in hastily before the pipeline meeting. Leadership decides on a picture that no longer matches reality, and nobody trusts the number.

Signs you are at this point

The CRM forecast is consistently different from what the team says out loud.
Every sales person has their own spreadsheet, and that is the one they actually look at.
When someone leaves, that client history leaves with them, because it was never logged.
There are mandatory fields everyone fills with the same value just to move on.

What it solves in practice

The goal is not more data. It is the right record with less effort, so the information exists when someone needs it.

Pipeline

Stages and criteria from your cycle

Each stage carries the criteria the team actually uses to say a deal moved. Forecasting is calculated on that, not on generic percentages inherited from a product.

Logging

Less typing, more context

Whatever can be pulled from emails, proposals and the invoicing system is filled in without intervention. The sales person writes what matters, not what the system demands.

Proposals

From quote to invoice without retyping

The proposal is generated with the prices and terms that apply to that client, and what gets accepted flows into invoicing without anyone copying figures.

Leadership

A forecast you can trust

Pipeline by stage, by rep and by source, with real history of how long each stage usually takes for that kind of deal.

With the rest of the operation

An isolated CRM is just a prettier spreadsheet. The value shows up when it reads and writes in the systems where business actually happens.

Invoicing and business management: Primavera, PHC, Sage, Moloni and InvoiceXpress
Email and calendar, with automatic logging of relevant correspondence
Website and forms, so contacts arrive already qualified
WhatsApp and other channels where the sales conversation happens
AI assistants, to qualify contacts before they reach a sales person

The system is yours

A custom CRM should not create a new dependency. The database is yours and the information leaves it whenever you want.

Code, infrastructure and database handed over to your company.
Full data export at any time, without depending on us.
Permissions by profile: who sees which deals and which client information.
Data hosted in the European Union, with access logging.
Technical documentation and team training included in delivery.

How it is built

We start from the sales process that exists, not the one that should exist. Improving the process is phase two, not phase one.

01
Diagnosis
30 to 45 minute session, free
We map the real sales cycle, where information gets lost and what the team does outside the system. You leave knowing what to build first.
02
Design
2 to 3 weeks
Stages, fields, permissions and integrations, validated with the people who will use it. Clickable prototype before any code. Scope and investment fixed.
03
Build
8 to 12 weeks
Demos every 2 weeks, with the sales team testing on real data. History migration included.
04
Go live
2 to 4 weeks
Training, close support in the first weeks and adjustments to whatever real usage reveals. This is where you decide what to automate next.

Investment

Reference bands upfront. The exact figure is fixed in the proposal, after the diagnosis, and does not change midway.

Core CRM

€15,000 to €30,000

Custom pipeline, contact and company management, proposals and invoicing integration. 8 to 12 weeks.

CRM with automation

€30,000 to €60,000

The above plus automatic logging from email, AI qualification and forecasting dashboards. 12 to 20 weeks.

Evolution

On proposal

The first 3 months of support are included. After that, continuous evolution as the sales process changes.

Frequently asked questions about custom CRM

If your sales process fits what those products do, use them: they are good and they cost less. Building pays off when the process has rules the product does not respect, when per-user licensing gets heavy as the team grows, or when the integrations you need do not exist and would have to be custom built anyway.

Yes, and it is included. We migrate contacts, companies, deals and interaction history. What usually takes effort is not the technical migration, it is deciding what is worth bringing: part of an old CRM history is accumulated noise that helps nobody.

That is the right question, because it is where most CRMs fail. Which is why the design is done with the people who sell, not just with leadership, and there is a clickable prototype before code. The rule is simple: every mandatory field must have someone who reads it. The ones that do not, go.

Typically 8 to 12 weeks of build after 2 to 3 weeks of design, plus 2 to 4 weeks of supported go-live. Around four months from start to the point where the team no longer uses anything else.

That is the normal path. Once the CRM holds reliable data, it makes sense to add automatic contact qualification, logging from email and proposal preparation. Doing that before the data is reliable is building on sand.

Next step

Want to know what this would do in your operation?

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