A custom CRM for your setter and closer team.
A CRM built around how your team sells, not the other way round.
CRM · Pipeline. Your sales team’s pipeline: every lead with its source, its owner and its history.
A custom CRM is a CRM built for your sales process, not a generic product you bend your team around. Every lead arrives with its source, its owner and its history, and payments and commissions per rep add up on their own. With permissions by role.
If today you assign leads by hand across spreadsheets, WhatsApp and email, or you pay for a CRM that never fits how you sell, you notice it in the same ways: nobody knows who gets the next lead, the report doesn’t match the bank and your reps work the way the tool dictates.
We build it around your sales process: the dashboard where each closer sees their leads, the follow-up cadence, payments and commissions, the WhatsApp inbox on the official API. Your own code, versioned and documented, in your company’s name.
What we usually hear before we start. Two or three of these are already worth a look.
- Leads are assigned by hand across sheets, WhatsApp and email
- Nobody knows who gets the next lead
- Payments and commissions are worked out in a separate sheet
- When a rep leaves, they take the conversations with them
- You pay for a CRM and your team still works outside it
- The CRM, the gateway and the bank show different numbers
More than one sounds like you? Tell us your case and we’ll say if it pays off.Request a CRM diagnostic
The founder
You see in one place who got in, where they came from, what they bought, how much they paid and how much is still due.
Your CMO
Every lead keeps its source through to the sale, so you know which acquisition ends in closed deals and not just sign-ups.
Your CTO or whoever runs the technical side
Your own code, versioned and documented, with role-based permissions and a database in your company’s name.
Your setters and closers
The view each one needs, with assigned leads, call reminders and their commissions in sight.
A CRM for your process
The stages, fields and rules of your sales process, with the source and history of every lead.
Lead assignment
Distribution to setters and closers by rules and workload, with a single owner per lead.
Payments and commissions
Payments and commissions per rep calculated in the system, with no separate spreadsheets.
Role-based permissions
Each person sees what they need to work, and nothing more.
WhatsApp on the official API
A shared inbox with assigned conversations, templates, a follow-up cadence and call reminders.
Dashboards
Business metrics wired to the source of truth, with no exports.
Portals and internal tools
When the process justifies it, the client portal or back office that completes the system.
Building doesn’t always pay off. This is the comparison we run before proposing a custom CRM.
| Criterion | Off-the-shelf CRM (SaaS) | No-code (n8n, Make, Airtable) | Custom CRM |
|---|---|---|---|
| Fits when | Your process is standard and the tool covers almost all of it | You need to connect tools or test a process quickly | Your sales process is central to the business and no product covers it without workarounds |
| Time to start | Immediate | Days or weeks | 3–8 weeks for a fixed-scope build |
| Cost that grows | Per-user licences and features you don’t use | Runs, operations and piled-up exceptions | Initial build and maintenance |
| Control of data and rules | The vendor’s, and their roadmap | Partial: depends on the platform | Full: code, database and access in your name |
| Typical risk | Your team works the way the tool dictates | Fragile flows as logic grows | Building something that already existed, which is why we check first |
How your team sells today
Stages, setters, closers, payments and commissions. We decide what gets built and what stays as it is.
Design
Data model, role-based permissions, integrations and which system owns each record.
Build in increments
A test environment, versioned code and releases your team uses early, not at the end.
Validation
Real and edge cases, permissions and launch-level volume before going to production.
Go-live
Production with backups, error alerts, documentation and handoff to your team.
Support and evolution
A defined maintenance plan and someone who answers when something breaks.
- CRM deployed to production
- Code in a repository in your company’s name
- Database with backups
- Users and role-based permissions
- Technical and operational documentation
- Maintenance and support plan
What we build it with
- 6
- deliverables
- 7
- areas of work
- 6
- process steps
- 38
- Duration: weeks
Control
You know who got in, where they came from, what they bought, how much they paid and how much is still due.
A system people adopt
The team sells inside the CRM because it follows how they really work.
No dependence on anyone
The code and the data are yours. You don’t depend on a vendor’s roadmap or on whoever built it.
- Custom academyAn own campus connected to the sales CRMCourses, live classes, practice journal and assignment review in one place, connected to the CRM. The team sees what each student consumes without checking tool by tool.Read case
- Custom CRMA custom CRM that replaces Airtable, with commissions per agentLeads, opportunities, payments, commissions per agent and permissions by role, in a CRM built around the sales process.Read case
- CRM and developmentA shared inbox on the official WhatsApp APISales conversations stop living on personal phones: one shared inbox, assigned per rep and synced with the CRM.Read case
- In-house productCommunityRedirect: one link so no sign-up lands in a full groupA single link that checks capacity, rotates destinations and never sends users to a full WhatsApp group.Read case
Another question?
Tell us your case in two lines and we will answer with an honest recommendation, including when it does not pay off.
Request a CRM diagnosticWhat is a custom CRM?
It is a CRM designed and built for your company’s sales process, rather than a generic product you configure. It has your stages, your assignment rules and your role-based permissions, and is integrated with forms, payments and WhatsApp. You decide what it does and you own the code and the data.
How much does it cost and when does it pay back?
It depends on scope: users and roles, integrations, data volume and security. We don’t publish rates; after the diagnosis you get a proposal with deliverables, timeline and a fixed price per phase. To weigh it, compare it with what you pay today in per-user licences and in your team’s hours sharing out leads and reconciling commissions by hand: that is usually where it pays back.
How long does it take?
A Business System Build usually takes 3 to 8 weeks, with partial releases your team tests from the start. We set the exact timeline in writing before we begin.
Do we own the code?
Yes. The repository, the database and the credentials are held in your company’s name, with admin access in your hands. We document the architecture so any technical team can pick up the work, with no dependence on us.
What if a freelancer left us stranded or an agency was too slow?
That is why we deliver in phases at a fixed price, with a test environment your team uses from the start and everything documented. And after delivery there is support: if something breaks, someone answers.
When does building beat buying an off-the-shelf CRM?
When your sales process is central to the business, the CRM forces constant workarounds or licence costs grow faster than the value they deliver. If an existing tool solves most of it, we will tell you, even if it costs us the sale.
Can you move our leads from the CRM we use today?
Yes. Migration is part of the project: contacts, history and stages moved from your current tool, tested before you switch systems and without stopping your sales team.
Who maintains the CRM afterwards?
Your team, using the documentation we hand over, another provider, or us through a technology partner plan. Every project ends with a defined maintenance plan.
Tell us how you sell today and what is holding you back. We’ll reply with a first assessment of the problem and, if it’s a fit, set up a diagnostic call.
What happens next
- Tell us the challengeA few lines about how you sell and what is holding you back.
- We review your caseWe reply with a first assessment of the problem.
- We build it togetherIf it’s a fit, we agree scope, deliverables, timeline and a price per phase.
Prefer email? Write tohola@fcgsystems.es
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