Automate
We set up and extend CRM automation so that every lead is captured with its source, routed to the right owner, followed up against a deadline and scored on factors you can see. We work inside your existing CRM where it can carry the logic, and build integrations or a custom layer where it can't.
CRM automation takes over the manual steps between a lead arriving and a deal closing: typing inquiries into the CRM, deciding who takes them, remembering to call back, moving stages, copying customer data into invoicing. Sensaria sets it up in the CRM you already use, or in a custom CRM when the process doesn’t fit a product. The test is simple: every lead has an owner and a next step, and the pipeline report matches what the sales team knows. It suits B2B and service businesses where a single lost inquiry is expensive.
Start where leads leak, which in most SMEs is the first 48 hours. Capture every inquiry into one pipeline with its source, assign it to an owner by clear rules, set a response deadline with escalation, and move deal stages on real events such as a quote being sent or a contract signed. Lead scoring and forecasting come later, once the data behind them is reliable.
A useful score combines fit (industry, company size, region) with behavior (pages visited, replies, meetings booked). Keep the formula visible: each lead should show which factors raised or lowered its score, and sales should be able to disagree with it. In the affiliate recruitment engine we built, evidence, fit, reach and contactability combine into an explained score, and the language model is never the source of truth for a score. Scores decide who gets called first. They don’t make decisions about a customer on their own.
| Situation | Approach |
|---|---|
| Standard B2B pipeline; your CRM (HubSpot, Pipedrive, Zoho, Salesforce, Dynamics, bexio or similar) has workflow features | Native automation, plus website and email integration |
| Orders, contracts or bookings live in an ERP, shop or booking tool | An integration layer with one system of record per field (API integrations) |
| The process fits no CRM, or data location rules are strict | A custom CRM or a custom module next to the CRM |
We recommend a CRM based on your process, number of users and integrations, and we say so when the one you have is good enough.
Automation on a messy CRM spreads the mess faster. Before building, we define fields and picklists, make some fields required at specific stages, merge duplicates and decide which system wins when two disagree. Syncs are idempotent: every record carries a unique key, so a rerun updates instead of duplicating. Our outreach platforms work this way, with unique keys on sources, domains and sent messages, and hand positive replies to the client’s CRM through its REST API. We have built an order-to-deal sync as a WooCommerce plugin on the same principle. Automations write under a dedicated integration user, so the record history shows which changes came from a rule and which from a person.
CRM data is personal data: under the revised Swiss Federal Act on Data Protection (FADP), in force since 1 September 2023, when it is processed in Switzerland, and under the GDPR when it concerns people in the EU. In practice that means telling people in your privacy notice what you collect and why, keeping the data accurate, restricting access by role, being able to answer an access request and deleting data you no longer need. If the CRM stores data in another country, check the provider’s safeguards for that transfer. We build retention rules and role-based access into the automation rather than leaving them to a policy document.
| Driver | Why it matters |
|---|---|
| Pipelines and stages | Each has its own rules, required fields and reports |
| Lead sources | Every form, chat, marketplace or event list needs its own mapping |
| ERP and accounting handoffs | Order and invoice creation must follow the finance team’s rules |
| Existing data | Duplicates and inconsistent fields need cleanup before automation |
| Scoring and reporting | Reliable scores and forecasts need history, and time to validate |
| Training and adoption | Automation only works if the team keeps using the CRM |
After a short discovery we send a fixed-price or phased proposal. The first phase usually covers capture, assignment and follow-up, because that is where lost leads are recovered soonest.
CRM automation feeds marketing automation with segments and consent, triggers email and SMS, and receives qualified leads from a chatbot. The bigger picture is on the sales automation solution page. If you are unsure where to begin, read CRM automation: where to start.
We have built CRM-style pipelines ourselves: sourcing, scoring, approval queues, role-based dashboards and hand-off into a client’s CRM, in the startup outreach platform and its sister instances. That shapes how we configure a CRM for you: explicit rules, visible scores, idempotent syncs and documentation your team can maintain. Sensaria AG is a Swiss company and works in English, Italian, German and French.
What's included
Web forms, chat, email inquiries and event lists land in one pipeline, with source and UTM parameters and duplicate matching.
Assignment by region, language, product line or workload, round-robin within a team, with a fallback when someone is away.
Stages defined by real events such as quote sent or contract signed, required fields per stage and a fixed list of loss reasons.
Response deadlines with escalation, follow-up emails from the owner's own address, reminders for quotes that go unanswered.
Fit and behavior combined into a score that shows which factors produced it, reviewed against deals that were actually won.
The right person hears about the right event: instant alerts for new hot leads, daily digests for everything else.
Won deals create the customer and order in the ERP and a draft invoice in accounting; payment status flows back to the CRM.
Response times, conversion by source and pipeline velocity, computed from stage history rather than from manual reports.
Typical scenarios
Forms from every site and scanned fair contacts arrive in one pipeline with their source, matched against existing customers.
Quotes created from the CRM, reminders when they go unanswered, and the order and invoice created automatically on acceptance.
A won deal opens the onboarding project, notifies delivery and copies the agreed scope, so nobody retypes the contract.
Partner candidates sourced, qualified and moved through their own pipeline, with approval steps before first contact.
Deals without activity for a set period are listed with a reason and a suggested next step for the owner.
FAQ
CRM automation means the CRM does routine sales work on its own: it creates contacts and deals from web forms and emails, assigns them to the right person, sets tasks and reminders, sends follow-ups, moves deals through stages when a quote is sent or signed, and passes won deals to invoicing. The sales team spends its time on conversations instead of data entry.
It depends on your sales process, number of users, languages and the systems the CRM must connect to. HubSpot, Pipedrive, Zoho, Salesforce and Microsoft Dynamics are common choices, and bexio covers basic CRM needs for companies that already use it for accounting. Compare the per-user price at your team size, the workflow features in that specific plan and where the data is stored.
Yes. Website forms and chat post directly to the CRM's API with source and UTM data. Won deals create customers, orders or draft invoices in the ERP or accounting system, and payment status can flow back to the CRM. Before building, we agree which system owns each field, so the systems never overwrite each other's data.
A score adds up fit criteria, such as industry, company size and region, and behavior, such as replies, visits to pricing pages or a booked meeting. Trust comes from transparency: each lead shows which factors produced its score, and the weights are checked against deals that were actually won. Without several months of clean history, simple rules work better than a model.
Only if your process doesn't fit a standard CRM after reasonable configuration, if per-user licenses become very expensive at your team size, or if data location or integration requirements rule the products out. In most cases, automating a standard CRM is cheaper and faster. We give you that assessment after discovery, including when the answer is to keep what you have.
Capture, assignment and follow-up rules in an existing CRM usually take a few weeks, including tests with real leads. ERP or accounting handoffs, data cleanup and reporting extend the project, depending on how many systems and exceptions are involved. We plan in phases, so the part that recovers lost leads goes live first.
Yes. Names, email addresses, call notes and deal history are personal data under the revised Swiss Federal Act on Data Protection (FADP), in force since 1 September 2023, and under the GDPR for people in the EU. You must inform people about the processing, keep the data accurate and secure, answer access requests and delete what you no longer need. Role-based access and retention rules can be built into the CRM setup.
Technology we use
TechnologyLead capture, routing, follow-up deadlines, explainable lead scoring and deal handoffs to invoicing, set up in your CRM or built around it, so every lead has an owner and a next step.