Duplicates and dead records
The same contact exists three times, with three different states. Which one is right, only the person who created it knows.
CRM optimization · Peak Atlas
Your CRM should show the next step.
We organize pipeline, data, and responsibilities so that stored contacts become workable opportunities.
Analyze my shop
We work with the CRM you already have.
Symptoms
The CRM is full. And still nobody knows what to do.
A CRM that only stores costs time and returns little. You probably know the typical signs.
Unclear stages
“Qualified” means something different to everyone on the team. The forecast runs on stages that nobody understands the same way.
Open deals without a next appointment
Opportunities are in the system with amount and probability – but with no date, no task, no owner.
Reports nobody reads
Dashboards show numbers that lead to no decision. The team maintains fields whose purpose it doesn’t know.
A CRM leads when it has an answer to one question for every deal: what happens next, and who does it?
Audit
We check four things before we change anything.
Fields
Which fields exist, which are actually maintained, which does nobody need? Every required field must enable a decision.
Tiers
Are the pipeline stages tied to verifiable criteria, or to gut feeling? We define what must be met for a deal to move forward.
Permissions
Who may change, view, or delete what? Permissions that are too open create chaos; permissions that are too tight create shadow lists in spreadsheets.
Automations and reports
Which follow-ups, notifications, and reports run today, and which of them actually trigger an action?
Minimum data
What every deal needs at minimum.
Not more fields, but the right ones. A deal is workable when this information is present; everything else is a bonus.
| Field | Why it matters | Required from |
|---|---|---|
| Stage with criterion met | Without a criterion, a stage is just an opinion | Creation |
| Amount or amount range | Foundation for prioritization and forecast | Qualification |
| Decision-maker and role | Shows whether we're talking to the right person | Qualification |
| Last contact | Makes contact gaps visible | Creation, automatic |
| Next step with date | Turns an entry into a task | Creation |
| Responsible person | No ownership, no follow-up | Creation |
Before / After
The same deal – once stored, once editable.
Not sample data, but the field structure: on the left, what a typical entry offers; on the right, which fields are maintained for the same opportunity after the audit.
Field structure · no customer data
Before: Entry
- Stage
- Free text, no criterion
- Amount
- often empty
- Contact
- Name, role unclear
- Last contact
- maintained manually or unknown
- Next step
- not recorded
- Owner
- not named
- Note
- Free text with no consequence
After: Opportunity
- Stage
- with entry criterion per stage
- Amount
- Range or value, required field from qualification
- Decision-maker
- Person, role, and decision path
- Last contact
- automatically from email and calendar
- Next step
- Task with date, required field
- Owner
- named team member
- Follow-up
- automatically when an appointment passes without an outcome
The difference lies not in more data but in data that leads to action.
Approach
From audit to a system that's actually used.
- 01
Audit
Fields, stages, permissions, automations, and reports – findings with clear recommendations.
- 02
Target picture
Minimum data, stage criteria, follow-ups, handoffs between marketing, sales, and delivery, useful reports.
- 03
Rebuild
Adjustment in the existing system. Data migration only where truly necessary – not as an end in itself.
- 04
Implementation
Short, practical training on real deals. The team understands why each field exists.
- 05
Operations
Regular check of completeness and stage age. Adjustments when the business changes.
We first look at what your existing system can do and set it up where it can map your team's workflows.
Measurement
Three metrics show whether the CRM leads.
01
Completeness
Share of open deals for which all minimum data is maintained.
02
Stage aging
How long deals sit in a stage, and how many exceed the agreed maximum duration.
03
Follow-up reliability
Shown separately: How many next steps were completed on schedule, and how many are due and still open on the cutoff date? Rescheduled dates with a documented reason are tracked as their own category and don't count as completed.
Deliverables
What you get.
Audit report
Findings on fields, stages, permissions, automations and reports with prioritized recommendations.
Target picture and stage criteria
Written definition of the pipeline stages, minimum data, and handoffs.
Implemented configuration
Adapted fields, stages, follow-ups and permissions in the existing system.
Reports with a purpose
A few reports, each preparing a decision, instead of many dashboards.
Rollout with the team
Training on real deals and a short written working rule for daily use.
Frequently asked questions
Clearly answered.
Do we have to migrate our data?
Only when necessary. We first check whether the existing system can stay and the existing data can be cleaned up and structured. We only consider a migration when the existing CRM can't represent the required stages, fields, or automations, and even then with a clear scope.
Do you work with our CRM?
In the initial consultation, tell us your CRM, the workflows you want, and the existing interfaces. We'll check what can sensibly be implemented in it and what adjustments that requires.
How do you make sure the team goes along?
By giving every field a clear purpose and making upkeep save time in daily work instead of costing it. We train on real deals, not slides, and we remove fields nobody needs. Adoption happens when the CRM helps the team rather than serving as a control tool.
How long does a CRM optimization take?
That depends on system size, data quality and team size. After the audit we can estimate it realistically. We set the scope in the initial consultation.
What about automations?
We set up follow-ups, notifications when stage time is exceeded, and handoffs between teams once the basic structure is in place. More advanced automation, such as preparing notes, is part of our AI automation.
