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B2B: every conversation in the right account, every deal handed over intact

Selling to businesses means several people from the same company, more than one deal at a time and a handoff to delivery at the end. When the CRM can't tell a new contact from a new account, you get duplicates, two reps calling the same customer, and delivery starting from an old proposal. We build CRM and pipeline systems that match each conversation to the right account and deal, and hand delivery exactly what was agreed.
Start a projectWhere B2B pipelines leak ↓
ACC-208regional logistics companyOPP-511 · renewalservice contract, due JuneOPP-530 · new sitenew depot, equipment quoteoperations manager · ACC-208 domain“Time to renew our service contract”OPP-511 · renewalservice contract, due Junefacilities lead · ACC-208 domain“Quote for our new depot?”OPP-530 · new sitenew depot, equipment quotepersonal email · same surname“Following up on our renewal”Possible match: confirmrep checks before it joins OPP-511

Four places B2B pipelines leak

  1. 01

    A known account, a brand-new record

    Duplicates and double calls

    New contacts are matched to existing accounts and deals; uncertain matches go to a person instead of creating a duplicate.

  2. 02

    “Qualified” means different things

    Sales and marketing disagree

    Qualification criteria are written down once, with the evidence that meets them and who decides.

  3. 03

    Delivery gets the old proposal

    Scope lost at the handoff

    The handoff carries the accepted version, its assumptions and the acceptance criteria.

  4. 04

    Follow-up that ignores the conversation

    A reminder to someone mid-negotiation

    Follow-up pauses when the customer replies or the deal changes hands.

Two moments every B2B team knows

Facilities lead from an existing account asks for a quote

  1. Account matched

    ACC-208, by company domain

    done

  2. Existing deals checked

    renewal is a different deal

    done

  3. New opportunity

    OPP-530, same account owner

    done

  4. First call

    account owner, with the account's history

    with your team

One account, two deals, one owner who sees both.

A CRM people work around, or one they trust

Worked around

  1. 01Duplicate accounts and contacts
  2. 02Reps keep their own spreadsheets
  3. 03Pipeline reviews argue about the numbers
  4. 04Delivery asks sales what was promised

Nobody trusts the pipeline, so nobody plans from it.

Trusted

  1. 01One record per account, deals kept apart
  2. 02Qualification everyone agrees on
  3. 03A pipeline you can forecast from
  4. 04Handoffs with the signed scope attached

Sales, delivery and leadership work from the same truth.

What we'd build for a B2B company

We run the same approach on our own lead research: Varilead, an internal system where software does the research and a person makes the decisions that matter.

A good fit if your CRM has stopped telling the truth

Good fit

  • Several people from the same customer contact you.
  • Duplicates and stale deals clutter the CRM.
  • Delivery regularly discovers what sales promised.

Not the right fit yet

  • One person handles every customer start to finish.
  • You're looking for guaranteed pipeline growth. Nobody can honestly promise that.

Questions B2B leaders ask

Do we need a new CRM?

Often not. Many CRMs can do this once the data model is right. We'll tell you honestly if yours can't.

How do you handle parent companies and subsidiaries?

We model them the way you sell to them: separate accounts linked to a parent, or one account with sites, depending on who buys.

Can you clean up the duplicates we already have?

Yes. Matches we're confident about are merged; the rest go to your team to confirm.

Will automation contact our customers?

Only within the rules you set, and it pauses whenever a person is already in the conversation.

Get a pipeline you can plan from

Tell us how inquiries, deals and handoffs move today. We'll show you where the pipeline leaks and how we'd fix it.

Start a project