Client & Project Overview
Client: A mid-sized civil construction firm headquartered in Pune, India
Industry: Infrastructure & Civil Construction (Residential, Industrial, Government Projects)
Employees: 120+
Annual Projects: 20–25 contracts
Departments Involved: Business Development, Pre-Sales, Estimation, Coordination
The client had always been admired for the quality of its engineering and timely project delivery. But as its reputation grew, so did the volume of leads, tenders, and client interactions. Teams worked tirelessly — juggling spreadsheets, phone calls, and endless follow-ups. Yet despite their dedication, promising opportunities slipped through the cracks. It wasn’t because they weren’t capable. It was because they lacked a system.
This story is about how they turned that around — not with flashy tech, but with thoughtful transformation. Keep reading to see how a CRM designed for construction became their silent coordinator, helping every team member breathe easier.
Challenges & Objectives
Their business was growing, but the backend was barely holding up. Leads came from everywhere: client referrals, government portals, industry contacts. But instead of one clear view, there were silos. Every missed follow-up felt like a lost deal. Each delay in a bid felt like a wound to their credibility.
The team was overwhelmed. Without a unified system, even the most talented professionals felt stretched thin. Leadership knew the situation wasn’t sustainable — but the chaos had become so normalized, it was hard to imagine an alternative.
Core Challenges
· Leads entered through multiple channels (government portals, personal networks, site visits) were not centrally recorded.
· No standard pipeline to track the movement of opportunities from inquiry to bidding to outcome.
· Tender deadlines were frequently missed due to lack of reminders and responsibility assignment.
· Leadership had no consolidated view of active leads, bids in progress, or lost deals.
· Follow-ups and internal approvals were done via disconnected tools like WhatsApp, Excel, and email.
Project Objectives
The goal wasn’t just to plug a tool in. It was to bring calm, structure, and visibility to a process that was losing steam. They wanted every lead accounted for, every deadline met without panic, and every team member to know exactly what to do next. Most of all, they wanted to feel in control of their growth again.
· Centralize lead and opportunity data into a unified platform accessible across departments.
· Create a structured pipeline that reflects typical construction BD cycles.
· Automate task assignment, follow-up reminders, and bid deadline alerts.
· Assign ownership to BD managers and estimation engineers for improved accountability.
· Provide real-time dashboards to management on BD pipeline health, conversion, and bottlenecks.
Scope of Work
This wasn’t a one-size-fits-all solution. The scope was clear: map the real-world processes of a construction firm and digitize them without disrupting what already worked. It meant:
· Requirement mapping with internal BD, estimation, and coordination teams.
· Configuration of CRM pipeline stages to mirror actual pre-sales lifecycle.
· Integration of document tracking and deadline monitoring within CRM.
· Training and onboarding across business development, admin, and leadership teams.
· Setup of reporting dashboards for daily reviews and weekly management insights.
Additionally, SOP documentation and post-go-live support were included to ensure long-term adoption.
Solution Design & Implementation
A tailored CRM solution was implemented using Odoo CRM. The system was configured to address the specific workflows and terminology of the construction sector.
Solution Highlights
We started by renaming stages in the sales funnel to reflect how they worked. Nothing fancy — just honest, functional steps:
Customized pipeline stages:
Inquiry Received
Feasibility Assessment
Pre-Bid Meeting
Cost Estimation
Bid Preparation
Bid Submitted
Follow-Up
Won / Lost
Lead entry screens were simplified with fields such as:
Project Type (Residential, Industrial, Government)
Location
Tender Deadline
Estimated Project Value
Competitor Info
Activity automation:
System-generated reminders for site surveys, submission deadlines, client follow-ups
Auto-assigned internal tasks for documentation and technical evaluation
Chatter and file attachments:
All bid files, conversations, and revisions linked to the opportunity
Approval comments and version control logged for traceability
Dashboards for leadership:
Bid success rate by region and project type
Top 5 pending opportunities nearing deadlines
Team workload and follow-up delays
For the team, it wasn’t just a CRM. It was like having a silent assistant who never forgot a deadline, never lost a file, and never failed to remind them what came next.
Implementation Phases
It unfolded like a well-run project:
1. Discovery & Mapping: 3-day workshop with BD, estimation, and admin heads to map existing workflows.
2. Configuration & Testing: System customized to match real-life sales stages and reporting needs.
3. Data Migration: 2 years of past leads and bids migrated from Excel sheets.
4. User Training: Hands-on training for 15+ staff across departments with video SOPs.
5. Go-Live & Support: CRM went live in under 6 weeks with post-launch support for 30 days.
Execution Challenges
Challenges Faced
Change is hard. Even when people know it’s needed, it’s human to resist it. Some staff clung to their spreadsheets. Others worried that updates would slow them down. The fear was real: “Will this make my job harder?”
· Initial user resistance from senior staff who preferred manual tracking.
· Overlap in task ownership created confusion in early stages.
· Users delayed updates fearing it would increase their admin work
Resolution Approach
We responded with empathy, not pressure. We made the screens feel like home. We sat with users and simplified views until they smiled. We celebrated small wins — like the first successful reminder, the first lead updated without a call.
Slowly, resistance turned into curiosity. Then trust. Then pride.
· Renamed CRM fields and pipeline stages using terms familiar to the team (e.g., “Tender Submission” instead of “Proposal Sent”).
· Simplified CRM views with only essential columns shown to minimize cognitive load.
· Mobile access enabled for BD team working in the field.
· Daily sync-ups held for first 2 weeks post-launch to reinforce ownership.
Results & Impact
Three months in, the numbers told a powerful story. But more than numbers, it was the energy in the team that changed.
Client Feedback & Innovations
“We no longer rely on calls or reminders to chase leads. Everything’s logged, scheduled, and visible to all stakeholders. Our response time has improved dramatically.” — Vipin Madane, Director, Business Development
What used to feel overwhelming now feels manageable. Reviews that once relied on memory and guesswork now rely on data. And deadlines? No longer feared. Just followed.
Positive Outcomes
From leadership to site engineers, the tone shifted. Less tension. More clarity. Instead of chasing updates, they discussed strategy. Field staff felt connected. Managers felt empowered.
Best of all? The team started suggesting improvements. That’s when we knew the culture had changed.
· Seamless collaboration between BD and estimation teams.
· Mobile updates improved field engagement.
· Leadership reviews became data-driven.
· Lost bid analysis helped refine future qualification criteria.
Planned Enhancements
The CRM is no longer a tool. It’s a partner that helps to take your business further.
· Phase 2 integration with project execution workflows to track post-win activity.
· Linking vendor and subcontractor data to opportunities for quicker resource planning.
· Automated survey campaigns for post-bid client feedback.
Key Learnings & Project Team
Key Takeaways
· Construction BD requires flexible CRM design to handle non-linear workflows.
· Early team alignment and tailored onboarding materials accelerate user adoption.
· CRM implementation success hinges on simplifying (not complicating) daily routines.
Project Team
· Client Sponsor: Director — Business Development
· CRM Consultant: Functional Design & Training
· Technical Lead: CRM Customization & Automation
· Change Manager: Onboarding & Adoption Support
· QA Analyst: Testing & Feedback Loop
Conclusion
We designed and implemented this solution using Odoo CRM, customized to construction industry’s pace and pressure.
If your sales and bidding cycles often feel like a daily firefight, it may be time to simplify. With the right CRM setup, every opportunity becomes visible, handovers are smoother, and your team can focus on winning — not just chasing.
Want to explore how this could work for your team? Start by checking out an Odoo CRM demo or reach out at sales@apagen.com / +91–9971800665 — we’re here to help!
