01Business systems · built to order
Customers and revenue.
One record of every customer, from first click to repeat order.
CRM, quoting, marketing automation, customer data and customer support, built to order and joined to each other, so sales, marketing and service all see the same customer.
Most companies meet their customers through five or six separate tools. Sales has a list, marketing has another, support has a third, and finance has the only one that is right. The customer is one person; the company sees six.
This family is the fix. Each system below can be built on its own. They are designed on one customer record, so adding the second system does not mean copying the first one's data into it.
01.1CRM
Customer relationship management.
A sales team without a CRM runs on memory, inboxes and a spreadsheet that one person understands. Leads are followed up twice or not at all, a deal stalls and nobody notices for a month, and when a salesperson leaves, their customers leave the company's knowledge with them.
What we build
- Lead management
- Contact and account management
- Sales pipeline management
- Opportunity management
- Customer relationship tracking
- CRM automation
- AI-powered CRM
01.2CPQ
Configure, price, quote.
When products have options, and options have rules, quoting becomes a job for the two people who know all the rules. Quotes queue behind them. A quote that goes out wrong is either unbuildable or unprofitable, and the company finds out after the order is signed.
What we build
- Product configuration
- Pricing automation
- Quote generation
- Approval workflows
- Complex enterprise pricing
- AI-assisted quotation
01.3Marketing automation
Marketing automation.
Without it, marketing is a series of one-off blasts to the whole list. New enquiries wait days for a first reply, old customers hear nothing until they have already left, and nobody can say which campaign produced which sale.
What we build
- Campaign management
- Email automation
- Lead nurturing
- Customer journeys
- Segmentation
- Marketing analytics
- AI-powered marketing automation
01.4CDP
Customer data platform.
The same customer is a row in the CRM, an account in billing, a login on the website, a card number at the till and an email address in the newsletter tool. Each system is right about its own part and blind to the rest, so the company cannot answer simple questions: how many customers do we have, and what is this one worth?
What we build
- Customer data unification
- Customer 360 profiles
- Identity resolution
- Audience segmentation
- Behavioural data
- Customer analytics
- AI-based customer intelligence
01.5DMP
Data management platform.
Advertising spend is only as good as the audience it is aimed at. Companies that advertise at scale end up with audience data scattered across ad platforms, each of which reports its own success in its own way and none of which shows the whole picture.
What we build
- Audience data management
- Advertising data
- Audience segmentation
- Campaign data
- Data activation
01.6Help desk
Customer service and help desk systems.
Support run from a shared inbox works until the day two people answer the same customer differently and a third question is never answered at all. Nobody can say how many issues are open, how long they wait or which product causes most of them.
What we build
- Ticket management
- Omnichannel customer support
- Knowledge bases
- SLA management
- Customer support automation
- AI support agents and chatbots
Buy, extend or build. We say which, before we quote.
01.7Questions
Before you ask.
Questions
Do we need all six systems?
Almost never at once. Most companies start with a CRM, add quoting or support when the pain appears, and reach for a customer data platform only when they have several sources of customer data that disagree. We scope the one you need now and design it so the next one plugs in.
We already use a CRM product. Can you work with it?
Yes. Extending or connecting the system you have is often the right first step: building the missing piece, cleaning the data inside it, and joining it to billing, stock or support. We say so when a rebuild is not worth it.
Who owns the customer data?
You do. The data, the code, the configuration and the documentation are yours, and the system can run on infrastructure you control.
Guides
Plain-language guides on the problems this work solves.
- CRM, ERP, HRMS, CDP, PIM, WMS and the rest: thirty business systems explained in plain wordsBusiness systems · 8 min
- Custom software or off-the-shelf: how to decide whether to build, buy or extendBuild or buy · 3 min
- Custom CRM or off-the-shelf CRM: which does your sales team need?CRM · 3 min
- When does a company need a custom ERP?ERP · 3 min
- All 16 guides on this →
Rather talk it through? Tell us the problem in a few lines and a person will answer it.
Ask us →The other five families
- Operations, supply and financeERP · SCM · WMS · OMS · POS · Accounting
- People and workHRMS / HCM · ATS · Project & work management · PSA · ITSM
- Content, assets and product informationCMS · DAM · PIM
- Data, integration and automationBI · Data platforms · Analytics & decision systems · iPaaS · API & systems integration · BPA
- AI, custom software and transformationEnterprise AI · Custom enterprise software · AI consulting · Digital transformation
Tell us about your customers & revenue systems.
What you have, what it fails to do and what it must connect to. A person reads it and replies honestly.
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Tell us what you want the swarm to do. We'll tell you honestly whether it can — and what it would take.
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