Become engagement · Business turnaround
A single view. Before a single CRM.
Four integrated businesses had four CRMs and no common way to see customers, performance or activity. In three months, Become built one shared CRM layer across the existing systems. It was useful immediately and gave leaders a clear basis for deciding what any future single CRM needed to deliver.
Build one working view.
Four businesses had been integrated, but their data, measures and commercial processes remained divided across four CRM systems. Leadership could see fragments of performance, but not the whole business or prove its diagnosis.
In three months, Matt connected the relevant data and built one shared CRM layer across the existing systems. Teams gained one place to see customers, performance and activity, while leadership gained evidence of what any future single-CRM migration actually needed to deliver.
Find where orders were being lost.
The shared view made performance comparable across the group. Combined with customer interviews and workflow mapping, it showed that smaller customers were being lost while they waited for quotes and that pricing complexity was slowing the response.
The work challenged the assumed cause of decline and focused leadership on the changes with the greatest immediate commercial effect.
Build the response around the customer.
Matt simplified the pricing model and built live quoting and automation into the workflow. Quotes moved from days to minutes and quote-to-order conversion rose from 22% to 61%.
Leadership also changed how the business was managed, using the common view to align measures, account management, targets and incentives.
Carry the change into performance.
Losses stopped within three months. The business was back in profit within six.
The recovery followed the shared CRM layer, customer evidence, quoting and pricing changes, and management action; it is not attributed to the technology alone.
The result.
- One shared CRM layer across four existing systems.
- Quote-to-order conversion: 22% to 61%.
- Back in profit within six months.
The handover.
Teams could work from one common view without waiting for a major CRM migration. Leaders could manage customers, performance and activity from the same evidence. Any later platform decision could be based on capabilities the business had already proved it needed.
Advisory engagement, led personally by Matt Cater.