A CRM setup works best when the team agrees how to use it before records are imported. The aim is simple: each enquiry should have enough context, a clear owner, and a next action.
Use this checklist when moving from spreadsheets or improving an existing CRM.
Define the sales stages
Write down the stages an enquiry passes through. A starting point might be new enquiry, qualification, proposal, decision, and won or lost. Adapt the names to your actual process.
For each stage, define what must be true before an opportunity moves forward. “Proposal sent” is observable. “Looking good” leaves too much room for interpretation.
Separate a contact from an opportunity. One person may enquire about several projects over time, and those opportunities may need different owners or timelines.
Choose the fields the team will maintain
Start with the information required to identify a contact, understand the enquiry, and take the next step. This may include name, contact details, enquiry source, service interest, owner, and next-action date.
Avoid adding fields simply because they might be useful someday. Unmaintained fields make reports less trustworthy. Define allowed values for information you want to group or compare, such as enquiry source or lost reason.
Clean records before migration
Review the source files for duplicate contacts, inconsistent field names, outdated information, and records without a clear owner. Keep a secure original copy so the migration can be checked against the source.
Map each source field to its destination. Import a small sample first and check names, dates, notes, ownership, and links between contacts and opportunities. Agree the duplicate-handling rule before importing the remaining records.
A successful import count is only one check. Open representative records and confirm that the information is usable.
Connect the enquiry routes
List where enquiries arrive: website forms, calendar bookings, calls, or manual entry. Decide which routes should create a contact, which should create an opportunity, and which should only add a note.
For every connection, test a new contact and an existing one. Check the record, the assigned owner, and the notification. Our website planning checklist covers the form-to-enquiry journey.
Set follow-up and access rules
Agree who may view, edit, export, and delete records. Keep permissions aligned with the responsibilities of each role.
Define reminders and automatic messages separately. A task reminding a salesperson to call has different consequences from a message sent directly to a customer. For automated messages, define consent requirements, stop conditions, and how a person takes over.
Start with a small number of automated workflows that the team can explain and maintain.
Train with realistic records
Walk the team through receiving an enquiry, assigning it, recording a conversation, sending a proposal, and closing the opportunity. Include an absent owner and a duplicate contact in the walkthrough.
Review unassigned enquiries, overdue tasks, and opportunities without a next action after launch. These checks reveal adoption problems that a large dashboard can hide.
Prepare your setup brief
Bring your current contact files, sales stages, enquiry sources, and examples of missed follow-ups. Identify a person who will own the process after handover.
Explore CRM setup and integration or book a project call to plan the work.
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