01
CRM audit and cleanup
Review fields, stages, duplicates and existing automations, then remove what is broken or unused.
CRM & Marketing Automation / focused landing page
CRM & marketing automationCRM & Marketing Automation set up around how your customers actually buy.
CRM & marketing automation: CRM setup and cleanup, lead nurture, email and SMS sequences and retention campaigns, connected to your sales process.
A CRM is only useful when the data is reliable and it prompts someone to do the next useful thing.
AISB growth brief
A CRM is only useful when the data is reliable and it prompts someone to do the next useful thing.
FocusCRM Marketing Automation
SystemHuman strategy × AI power
NextMap the lifecycle
Make the next move useful
Why CRM projects disappoint, and how to avoid it
Most CRM problems are not software problems. Fields are filled in inconsistently, stages mean different things to different people, and automations were built by someone who has since left. Marketing then sends the wrong message to the wrong contact. We start by agreeing the customer lifecycle and the data that each stage genuinely needs, then configure the CRM and automations to support it. Sometimes that means a new platform, but often the existing one works once it is set up properly.
Define the customer lifecycle before configuring software.
Only collect data someone will actually use.
Every automation has an owner and a reason to exist.
Services
CRM and marketing automation services
We work in the CRM you have where it can do the job, and recommend a change of platform only when it cannot.
02
CRM setup and implementation
Configure pipelines, properties, permissions and integrations for a new or existing platform.
03
Lead nurture sequences
Email and SMS sequences that move enquiries toward a sales conversation based on their behaviour and stage.
04
Customer retention and reactivation
Onboarding, review requests, repeat-purchase prompts and win-back campaigns for past customers.
05
Integrations and reporting
Connect forms, ads, booking and accounting systems, and build reports on lifecycle stage and revenue.
Is it a fit?
Who CRM and marketing automation suits
Businesses with a CRM that nobody trusts or fully uses.
Teams moving from spreadsheets and inboxes to a proper CRM.
Companies with a large contact list that receives the same email regardless of stage.
Businesses where repeat purchases or referrals matter but are not actively managed.
When it is probably not the right fit
If you have a small number of customers managed personally and little repeat business, a full marketing automation setup may cost more than it returns. A simple CRM with good habits may be enough.
How we implement it
From lifecycle map to working automation
We agree the lifecycle and data model with sales and marketing first, because every automation depends on the CRM reflecting reality.
Our recommendations are grounded in recognised industry guidance, including OECD AI Principles.
1
Map the lifecycle
Define stages from first enquiry to repeat customer, and what should happen at each one.
2
Audit or select the CRM
Assess whether your current system can support it, and clean up data and settings.
3
Configure and integrate
Build pipelines, properties, forms and integrations, then set up the automated sequences.
4
Train and review
Show the team how to use it day to day and review engagement, conversion and data quality after launch.
CRM or marketing automation?
How CRM and marketing automation fit together
A CRM records who your contacts are and where they sit in the sales process. Marketing automation uses that information to send the right message at the right time. Many platforms now do both, but the distinction still matters when deciding what to fix first: automation built on an unreliable CRM sends the wrong messages faster.
FAQ
Questions buyers ask before starting
Which CRM should we use?
It depends on your sales process, team size, integrations and budget. We recommend a platform after mapping your lifecycle rather than defaulting to one vendor. Often the right answer is the CRM you already have, set up properly.
Can you migrate our data from another system?
Yes. Migration includes deciding what to keep, cleaning duplicates and mapping old fields to the new structure. It is scoped separately because the effort depends on how messy the existing data is.
Are CRM licence costs included?
No. Software licences are paid to the CRM provider. Our fees cover the setup, automation and training.
How do you handle email consent?
Automations are set up to respect consent and unsubscribe status, in line with the Spam Act 2003 in Australia and the Unsolicited Electronic Messages Act 2007 in New Zealand.
Make the next move count
Is your CRM helping or getting in the way?
The Growth Systems Audit reviews your CRM, follow-up and automation alongside marketing, and shows which fix will make the biggest difference.
