A custom CRM built around your sales process, not a template
A custom CRM beats per-seat tools like HubSpot or Salesforce when your sales process doesn't fit their template. It also wins when you pay for many seats and use a fraction of the features. We build it around how you actually sell: your pipeline stages, your fields, your follow-up rules, with WhatsApp and email conversations logged against each lead. You can start small, with a CRM on Google Sheets run by Apps Script, and grow into a full web app later. Same team, and your history comes with you.
Who it's for
- Sales teams that sell over WhatsApp and email, and lose track of who said what
- Businesses paying per seat for a CRM they've bent out of shape to fit their process
- Teams running leads in a spreadsheet that has outgrown one person's head
What we build
- Leads and contacts with your own custom fields and saved views
- Multiple pipelines on a drag-and-drop deal board
- WhatsApp and email conversation logging, with a shared inbox
- Follow-up sequences and campaigns
- Automation rules, e.g. a qualified lead creates a deal and assigns an owner
- Lead routing, roles, teams and an audit log
- Reports on pipeline, conversion and response times
- AI reply suggestions, conversation summaries and lead scoring
- An API and webhooks to connect your other tools
- Migration from spreadsheets or your current CRM, with history intact
Proof: two CRMs we built ourselves
Our own WhatsApp sales CRM, built as a full web app. It has leads with custom fields and saved views, multiple pipelines on a drag-and-drop board, and a WhatsApp inbox that respects the 24-hour reply window. It also covers campaigns and follow-up sequences, an automation rule engine, role-based access with a team hierarchy, an audit log, SLA timers, lead routing, two-factor login, reports, and a REST API with webhooks. AI features include reply suggestions, summaries, sentiment, voice-note transcription and lead scoring.
On the Google Sheets side, we sell Leadflow AI, a WhatsApp CRM for Google Sheets built on Apps Script. Leads land in a Sheet, you message them on WhatsApp, run bulk campaigns with tags and templates, and an AI chatbot replies and updates the lead record for you.
Same team, both ends: that's how a Sheets CRM can grow into a web app without starting over.
How we work
- Free discovery call: we walk through how a lead moves from first message to closed deal
- A written scope and quote, including whether Sheets or a web app is the right start
- Build in milestones, with a working pipeline you can click through early
- Data migration, team training and handover
- Optional ongoing support
What moving from Sheets to an app costs: read our cost guide.
When this is not the right fit
We'd rather tell you now than sell you the wrong thing.
- A standard CRM already fits your process at a fair price. Use it, and we'll say so.
- A small team with a simple lead list. Start with a CRM on Google Sheets. → Free Google Sheets CRM template
- You need it live next week. A CRM your team will actually use takes weeks to get right.
Frequently Asked Questions
Everything you need to know
It depends on scope: how many pipelines, channels and integrations, and whether it starts on Google Sheets or as a web app. We quote after a short call. Our guide "Google Sheets to Custom App: What It Costs and When It Pays Off" explains what drives the price.
If a standard CRM fits your process and the per-seat price is fair for your team size, use it. Custom makes sense when you're paying for many seats, fighting the tool to match how you sell, or need channels like WhatsApp built in. Custom costs more upfront and nothing per seat, so we compare both honestly on the call.
Yes. Many teams start with an Apps Script CRM on Google Sheets. When you outgrow it, we move the leads, deals and conversation history into a web app, so the team doesn't start from an empty system.
A Sheets-based CRM often takes days to a couple of weeks. A web app takes longer. We agree a first release that covers your core pipeline, ship it, then add the rest. You get a timeline in writing before you commit.
Yes, we build it to, for messages that go through the CRM. Incoming and outgoing WhatsApp messages and emails are saved against the right lead, so anyone on the team can see the full history before they reply. WhatsApp logging needs a WhatsApp Business API number; chats on a personal phone app can't be captured automatically.