A CRM built around how you actually sell — not how Salesforce assumes you do.

Most companies pay $80k/year for a CRM they use 20% of. The other 80% doesn't match their sales process, so the team runs workarounds in spreadsheets. Custom CRM software eliminates that gap — your pipeline stages, your deal scoring rules, your reporting, with AI built in from day one.

Book a 30-minute call See our work

8+ yrs

Building custom business systems since 2017

50+

Projects shipped for Western clients

4.8★

Clutch rating from verified reviews

Per-seat licensing on systems we build

You're paying for a CRM that doesn't match your sales process.

Salesforce Enterprise costs $165/user/month. HubSpot Professional costs $100/user/month. A 40-person sales team on Salesforce is $79,200/year — before add-ons, consultants, and the AppExchange subscriptions you need to make it do what your process requires. And your team still uses spreadsheets for the parts that don't fit.

The problem is structural. CRM vendors build for the average sales process — standard pipeline stages, standard deal fields, standard forecasting. Your sales process has approval tiers, custom qualification criteria, split territories, or deal structures that no off-the-shelf CRM models correctly without heavy configuration.

The result: reps enter data into the CRM because they have to, then track their actual work somewhere else. Management can't trust the pipeline data because it doesn't reflect what's really happening. The CRM becomes an expense report, not a selling tool.

Spending $80k/year on a CRM your team works around?

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A CRM that matches your process on day one.

We start with your sales process — the stages, the rules, the edge cases, the handoffs between teams. Then we build the CRM that makes that process faster and more visible. Not the other way around.

AI is standard on every engagement. Lead scoring trained on your historical win data. Pipeline prioritization based on deal signals your team actually tracks. Automated follow-up scheduling. CRM enrichment from external data sources. All included — no add-on pricing.

No per-seat licensing. You own the code. Add 50 reps next quarter and the software cost doesn't change. That's the difference between renting a CRM and owning one. Need AI-native CRM with advanced automation? We build that too.

What your custom CRM includes.

Pipeline matching your sales stages— Not forced into someone else's funnel — your stages, your rules, your terminology

Custom deal scoring— Weighted scoring based on the signals that predict closed revenue in your business

Automated follow-up rules— Trigger sequences, reminders, and handoffs based on deal activity — not a manual checklist

Email and calendar integration— Gmail, Outlook, Google Calendar — every touchpoint logged automatically

AI lead qualification— Score and prioritize inbound leads using your historical conversion data

Custom reporting dashboards— The reports your VP Sales actually needs — not 200 default dashboards nobody opens

Role-based views— Reps see their pipeline. Managers see the team. Executives see the forecast. One system.

Mobile access— Full CRM on mobile — not a stripped-down companion app

Custom CRM systems in production.

Custom CRM with operations workflow — production system

Situation: A services company needed a CRM that tracked deals, managed operations handoffs, and handled post-sale workflow in one system. Salesforce handled the pipeline but required manual data re-entry for everything after the close.

What we built: Custom CRM covering the full lifecycle — lead capture, pipeline management, deal close, and operations handoff. Automated stage transitions based on business rules. Custom reporting for sales and operations in one dashboard.

1 system

Replaced CRM + 3 spreadsheets + manual handoff process

B2B lead scoring agent — AI in production

Situation: A B2B company's sales team was manually qualifying inbound leads by reading form submissions and researching companies one by one. High-value leads sat in the queue behind low-quality ones.

What we built: AI lead scoring agent that enriches inbound leads from external data sources, scores them against historical conversion patterns, and prioritizes the pipeline automatically. Integrated into the existing CRM workflow.

Automated

Lead qualification that previously took 2–3 hours per day

Enterprise procurement platform — Tejas Networks

Situation: A publicly listed telecom equipment manufacturer ran multi-level purchase requisition approvals on paper. No visibility for finance into pending approvals. Approval cycles took days.

What we built: Procurement workflow system with role-based approval chains, escalation rules, and real-time dashboards. Custom fields and routing logic matching their exact organizational structure.

90%

Reduction in paper-based approval steps

Custom CRM vs Salesforce vs HubSpot — what actually differs.

Not every company needs a custom CRM. But if your sales process doesn't match the assumptions these platforms make, you're paying for software your team works around.

Capability	Custom CRM	Salesforce Enterprise	HubSpot Professional
Pipeline stages	Matches your exact sales process — any number of stages, any rules	Standard stages. Custom stages need configuration and often break reporting.	Limited custom stages. Complex processes require workarounds.
Deal scoring	AI scoring trained on your win/loss history. Custom weights.	Einstein AI add-on ($50/user/mo extra). Limited customization.	Basic scoring in Professional. Advanced needs Enterprise tier.
Per-seat cost	None. You own it. Add users at no extra cost.	$165/user/month. 40 users = $79,200/year.	$100/user/month for core seats. Extras add up fast.
Reporting	Built for the exact reports your VP Sales needs. No unused dashboards.	200+ default reports. Custom reports require SOQL or add-ons.	Good for standard metrics. Custom reporting needs Enterprise.
Integrations	Built into your stack — email, calendar, ERP, accounting, custom APIs.	AppExchange. Most integrations are paid third-party subscriptions.	Marketplace integrations. Deep custom integration needs developer work.
Workflow automation	Your business rules, automated. No limits on triggers or actions.	Flows and Process Builder. Complex automations need a Salesforce admin.	Workflows in Professional. Complex sequences need Enterprise.
Data ownership	You own the code, the data, and the infrastructure. Full portability.	Data is on Salesforce's infrastructure. Export is possible but limited.	Same — data portability exists but is not frictionless.
Time to deploy	12–18 weeks for a focused CRM. 20–32 weeks for multi-pipeline.	Weeks to months for basic setup. Enterprise configuration can take 6–12 months.	Days for basic. Months for customized deployment with integrations.

Three concerns every CRM buyer raises.

"We've already invested heavily in Salesforce."

Sunk cost. The question is whether you'll spend another $79k+ next year on a system your team works around — plus the consultant fees to customize what should have worked out of the box. A custom CRM costs roughly 1–2 years of Salesforce licensing, but you own it forever. No annual renewal. No per-seat scaling. And your team stops maintaining workaround spreadsheets.

"Custom CRM sounds expensive."

Compare it to what you're actually spending. Salesforce Enterprise for 40 users: $79,200/year. Add CPQ, Einstein, and AppExchange subscriptions: easily $100k+/year. A Salesforce admin or consultant: $80k–$150k/year. A custom CRM engagement starts at $50,000. You own it after the build. The math favours custom faster than most companies expect.

"What about integrations with our existing tools?"

Integration is part of every engagement — not an add-on. We've built CRM integrations with Gmail, Outlook, Slack, QuickBooks, ERPs, marketing automation platforms, and custom APIs. The CRM is architected for your existing stack from day one. You don't rearrange your tools to fit the CRM.

How a custom CRM engagement works.

Every engagement follows the same structure. You know what's happening at every stage.

Discovery call

30 minutes. You describe your sales process, what your CRM does today, and where it falls short. We figure out if custom is the right answer.

Process mapping and scoping

We map your sales workflow — stages, rules, handoffs, reporting needs, integrations. You get a fixed-scope proposal with timeline and milestones.

Build — iterative sprints

Two-week sprints with working software at the end of each. Your team tests real workflows early. Feedback shapes the next sprint.

Data migration and deployment

We migrate your existing CRM data, integrate with your tools, deploy to production, and train your team.

Ongoing partnership

Monthly retainer for continued development, AI model tuning, new features, and support. Most clients stay 1–3+ years.

Book a 30-minute call

Common questions about custom CRM development.

Custom CRM engagements start at $50,000 for a focused single-workflow system. Most projects fall between $50,000 and $150,000 depending on the number of pipeline stages, integration points, and AI features. We scope every build before quoting — you get a fixed proposal with milestones, not open-ended hourly billing.

A focused CRM covering one sales workflow takes 12–18 weeks. A multi-pipeline system with integrations, AI scoring, and custom reporting takes 20–32 weeks. We build in two-week sprints with working software at the end of each — your team starts testing real workflows early, not after six months.

Yes — integration is part of every engagement. We've built CRM integrations with Gmail, Outlook, Google Calendar, Slack, QuickBooks, ERPs, marketing automation platforms, and dozens of custom APIs. The CRM fits into your existing stack. You don't rearrange your tools around it.

We migrate it. Every custom CRM engagement includes a data migration plan — contacts, deals, activity history, custom fields. We map your existing data model to the new system before writing a line of code. Nothing gets lost. Most teams run both systems in parallel for 2–4 weeks during transition.

No. You own the system. No per-seat fees, no annual licensing that scales with headcount. The cost is the build plus an optional monthly retainer for ongoing development and support. Add 50 sales reps next quarter — the software cost doesn't change.

You do. Full source code, complete documentation, all IP. No vendor lock-in. We build on open-source stacks — you can take the code to any engineering team. Most clients stay because the engineering is good, not because they're trapped.

AI is standard on every engagement — no additional charge. For CRM, that typically means: lead scoring based on your historical win data, pipeline prioritization, automated follow-up scheduling, CRM enrichment from external data sources, and deal risk alerts when pipeline activity drops. All trained on your data, not generic models.

Have a question we didn't cover?

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Describe how your team sells. We'll show you what a custom CRM looks like.

Tell us about your sales process, what your current CRM can't do, and what you'd build if you could start from scratch. 30-minute call. No pitch.

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