Quotes go out and vanish
You price it, you send it, then nothing. Nobody chases because nobody's sure whose job it is, and three weeks later they've bought it off someone with a worse price and a better memory.
Eleven Twelve / 11/CRM CRM systems
Quotes shouldn't live in sent items.
We build CRMs around the way you already sell, so every customer, quote and follow-up sits in one place. The AI drafts the chase email, you read it and send it, and it'll flag the accounts that have gone quiet.
01 The problem
You'll recognise at least one of these
Your pipeline is a spreadsheet
It's called a shared inbox and three people's memories. Two people keep their own copy and neither will admit which one is right.
Regulars stop ordering, nobody notices
An account that ordered every fortnight for four years goes quiet in January. You find out in April, when somebody finally runs a sales report and asks what happened.
02 What you get
What's in the CRM we build
One record per customer
Every quote, order, email, phone note and delivery quirk against one account. No hunting through two inboxes and a WhatsApp group to work out what you promised them back in March.
Follow-ups that don't need memory
The follow-up lands in front of whoever owns the account on the day it's due. If they ignore it, you can see that as well, which is the bit most people are buying.
AI drafts the chase email
It pulls the quote and the last conversation into a draft written in your words, not American software English. You fix the bits it got wrong and send it. Better than staring at an empty reply box at half five on a Friday.
A list of quiet accounts
If a regular who orders every fortnight goes six weeks without a purchase order, they go on a list. That list is worth more than most of the reporting people pay for.
Built round how you sell
If you quote off a drawing, if your reps work out of a van, if half your orders still come in by phone, the CRM is built round that. You don't change how you sell to suit the software.
03 Why it won't fall over
Why it won't fall over
The systems we sell are already running someone's business.
We built the CRM and operations system Embello runs on. That's 50,000 products and over 100,000 customers, with next day turnaround and production in-house in Tamworth, so a quote left sitting for a week is a real problem rather than a slide in a deck. We didn't build their website and we won't pretend otherwise. We take a handful of builds at a time so you get people who know your business, and the people who scope your build are the people who write it. No account managers, no offshore handoffs.
Maxwell Reeley · Eleven Twelve, Tamworth
04 How it happens
How a CRM build goes
Stage 01
We watch you sell
A day with your sales lot. What happens between an enquiry landing and the money coming in, including the bits people do off the system because the system annoys them.
Stage 02
Your data, moved over
Customers, contacts, open quotes, order history. Usually out of Sage, a couple of spreadsheets and one person's Outlook. We sort the duplicates out before anyone logs in, rather than after the complaints start.
Stage 03
Build it, use it
First working version in weeks. You put real quotes through it while we're still building, because the only feedback worth having comes from a live customer waiting on a price.
Stage 04
Turn the AI on
Once the customer data is clean, the drafting and the quiet-account flags go on. That order matters. AI on top of a messy customer list writes confident nonsense to the wrong contact.
05 Questions
The stuff you're too polite to ask.
Why not just buy HubSpot or Pipedrive?
Often you should, and we'll say so on the call. If you sell in a fairly standard way and you're happy paying per seat, off-the-shelf will do the job and you'll have it running next week. We get called in when the way you sell doesn't fit the boxes, or when the seat pricing has quietly grown past what a build would have cost.
My sales lot won't use it. Then what?
That's how most CRMs die. So we build it so that putting a quote in is faster than the spreadsheet they're on now, because if it isn't, they'll go back to the spreadsheet and you'll have bought a very tidy database of nothing. If your team won't give us a day of their time at the start, don't begin the project.
What happens to my CRM if your team moves on?
More than one person here knows your system, and it's written down rather than carried around in somebody's head. The code, the database and the documentation live in your accounts from week one, so any competent developer can pick it up. Nobody on our side is a single point of failure, and neither are we.
06 Start
Come and get a free walk-round.
Tell us how a quote gets from your inbox to an invoice at the minute, and we'll tell you whether a CRM's worth building or whether you've just got a habit problem.