CRM and marketing automation
A forgotten lead is money left on the table. A system fixes that.
We structure base, segmentation, nurture and cadences so every contact receives the right follow-up — and marketing and sales work from the same information.
Before automating, get organised: automation on a messy base only accelerates the mess.
The problem
Without a system, every lead depends on somebody remembering it.
Contacts arrive through many channels, nobody knows which stage each one is at, and opportunities go cold in silence.
Leads with no owner and no next step
The contact enters and nobody knows who follows up, when, or with which message.
Marketing generates, sales ignores
With no shared quality criterion, marketing leads die on the way to sales.
A dormant base nobody reactivates
Thousands of old contacts sleep in the base while the company pays for new traffic.
Manual, irregular follow-up
Follow-up depends on individual memory — and disappears in busy weeks.
parallel spreadsheets holding the same contacts
leads answered days after first contact
salespeople complaining about lead quality
an old base never reactivated
generic automations nobody personalises
funnel reports assembled by hand every month
acquisition cost rises because each lead yields less
the sales cycle stretches for lack of nurture
the base, a paid asset, loses value sitting still
Following up with a system beats following up with luck — and luck does not scale.
What a good CRM has to build
Four layers leave no lead behind.
CRM and automation organise the lifecycle of the contact: capturing with criteria, nurturing with relevance, handing to sales at the right moment, and reactivating whoever went cold.
Segmentation
Splitting the base by profile and moment, to address each group correctly.
Nurture
Sequences that educate and bring contacts closer until they are ready to talk.
Lead scoring
The explicit criterion for when a lead passes from marketing to sales.
Lifecycle
The stages of the contact, from first click to repeat customer.
How we work
From an organised base to a follow-up machine.
We start by drawing the real journey, then choose and configure the right tool.
Map
We survey the journey, stages, entry channels and handover bottlenecks.
01
Organise
We define segmentation, qualification criteria and distribution rules.
02
Automate
We configure cadences, nurture and routines with the right tool.
03
Operate
We track performance, adjust flows and train the team in use.
04
access to the base, its history and current tools
a joint definition of what a sales-ready lead looks like
someone on the team running the routine with discipline
What may be part of the work
Scope follows the maturity of the operation.
From initial base organisation to full lifecycle operation, in stages.
Foundation
base audit
journey design
stage definition
contact hygiene
Automation
follow-up cadences
nurture flows
lead scoring
base reactivation
Integration and operation
marketing-sales alignment
follow-up routines
funnel dashboards
team training
We work with the tools suited to each client — strategy, implementation, configuration and operation. We do not build proprietary CRMs: bespoke software belongs to Centriu.
What we follow
Follow-up is measured in progress, not in sends.
Good automation moves contacts between stages; bad automation just sends email.
Response speed
How long it takes from first contact to first human reply.
Stage progress
How many contacts move forward in the journey per period.
Reactivation
How many cold contacts return to engage and advance.
Marketing-to-sales conversion
How many qualified leads become real opportunities.
Open rate alone decides nothing: what matters is the movement of contacts towards purchase.
When it fits
When the leads exist and the follow-up does not.
CRM fixes disorganised demand, not missing demand.
when leads get lost between channels and spreadsheets
when marketing and sales disagree about quality
when an old base exists that was never worked
when follow-up depends on each salesperson memory
If almost nobody arrives, the first step is generating demand — CRM enters to make sure none of it is lost.
Questions
Frequently asked questions about CRM and automation
Which CRM tool do you work with?
The one suited to the size, budget and maturity of the operation. The decision comes after designing the journey — a tool without process becomes cost, not solution.
Do you build a proprietary CRM for the company?
No. We handle strategy, implementation, configuration, operation and optimisation on established market tools. Building bespoke software is a different discipline, handled by Centriu.
Does automation replace the salesperson?
No — it prepares the ground. Automation nurtures, reminds and qualifies; the closing conversation stays human. It removes the forgotten lead, not the seller.
How soon does the operation feel the difference?
Base organisation and basic cadences show effects within weeks. Lifecycle maturity — calibrated scoring, nurture by segment — builds over steady adjustment cycles.
Before generating more leads, make sure none of them gets lost.
We map how contacts enter, where they stall, and what would move each one forward — and design the right follow-up operation.
No ready-made proposal before understanding the context.