CASE STUDY · /crm

Internal CRM

A from-scratch sales operations platform — lead pipeline, deal stages, RBAC, automated follow-up tasks.

ROLE

Solo Lead Engineer · Internal SaaS

TIMELINE

2024

TEAM

1 (solo)

STATUS

Production · Internal

Overview

A complete Customer Relationship Management system designed for the company's sales operations — built from zero to replace a patchwork of spreadsheets.

Covers lead capture, multi-stage pipeline tracking, deal management, contact records, activity logs, and sales reporting dashboards. RBAC controls who sees which deals; automated tasks fire on stage transitions.

The problem

Sales ops on shared spreadsheets — no audit trail, no role boundaries, no automation, no reporting beyond ad-hoc filters. Pipeline visibility was effectively zero.

What I built

6 modules: leads, deals, contacts, activities, reports, settings
Multi-stage pipeline views with deal-state transitions and audit trail
Role-based access control — managers see team pipelines, reps see their own
Automated follow-up task creation triggered by stage transitions
Sales reporting dashboards: pipeline velocity, conversion by stage, rep performance

Tech stack

Node.jsReactMongoDBExpressJWTRBAC middleware

Outcome

Replaced spreadsheet workflow entirely. Sales managers gained pipeline visibility for the first time. Audit trail satisfies internal compliance review.

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