LeadFlow — Custom CRM System
A custom CRM tailored to a sales team's exact workflow — pipelines, automation, reporting and integrations that off-the-shelf tools couldn't match.
- Timeline
- 6 weeks
- Role
- Full-stack development
- Team
- Lead engineer
- Year
- 2025
+30%
Rep productivity
custom
Workflow fit
1
Source of truth
Client goals
- ◎Fit the team's exact process
- ◎Automate repetitive steps
- ◎Report accurately
Project overview
LeadFlow is a custom CRM shaped around one team's exact sales process — the parts generic tools forced them to work around.
The client problem
Our solution
A tailored CRM with custom pipelines, automation and reporting that mirror the team's real process, integrated with email, calendar and Slack.
What we built
Features
Custom pipelines
Stages that match the real process.
Automation
Tasks and emails on triggers.
Reporting
Forecasts and activity dashboards.
Integrations
Email, calendar and Slack.
Under the hood
Technical code
import { auth } from "@/lib/auth"; export async function requireMember(orgId: string) { const session = await auth(); if (!session) throw new Response("Unauthorized", { status: 401 }); const member = await db.membership.findUnique({ where: { userId_orgId: { userId: session.user.id, orgId } }, }); if (!member) throw new Response("Forbidden", { status: 403 }); return { user: session.user, role: member.role };}import { db } from "@/lib/db"; export async function GET() { const items = await db.project.findMany({ where: { status: "active" }, select: { id: true, name: true, updatedAt: true }, orderBy: { updatedAt: "desc" }, take: 50, }); return Response.json(items);}Integrations
APIs & services
Resend
Automated email sequences.
Slack
Deal notifications.
Google Calendar
Meeting sync.
Process
Development workflow
- 1
Discovery
Goals, users and success metrics defined on a free call.
- 2
Planning
Fixed scope, milestone plan and timeline in writing.
- 3
UI/UX design
Wireframes and a clean, modern design system.
- 4
Backend setup
Database schema, auth and core services.
- 5
API development
Typed, documented endpoints and integrations.
- 6
Frontend
Responsive, accessible UI wired to the API.
- 7
Testing
QA across devices plus performance & security checks.
- 8
Deployment
CI/CD, monitoring and a smooth production launch.
- 9
Support
Ongoing maintenance, updates and new features.
Speed & SEO
Performance & SEO
Performance
- ✓Server-side & static rendering for instant first paint
- ✓Image optimisation and lazy loading
- ✓Code-splitting and route-level prefetching
- ✓Edge/CDN caching with smart revalidation
- ✓Green Core Web Vitals (LCP, CLS, INP)
- ✓Database indexing and query tuning
SEO
- ✓Per-page metadata, canonical URLs and Open Graph
- ✓Structured data (JSON-LD) for rich results
- ✓Programmatic sitemap & robots
- ✓Semantic, accessible HTML
- ✓Clean, descriptive slug URLs
Built secure
Security
Outcome
Results & impact
+30%
Rep productivity
custom
Workflow fit
1
Source of truth
LeadFlow lifted rep productivity by 30% by fitting the team's exact workflow and becoming their single source of truth.
Build your CRM
A CRM shaped around your process, not the other way round.