Sales CRM for Nexbridge Financial

The Challenge

Nexbridge Financial, a Toronto-based financial services firm, had tried two enterprise CRMs (Salesforce and HubSpot) — both failed to gain adoption. The sales team reverted to spreadsheets and email because the CRMs didn't match their complex, multi-stakeholder sales process.

• 23% CRM adoption rate — most reps avoided it entirely
• No pipeline visibility — management couldn't forecast revenue
• Lost follow-ups — deals fell through the cracks
• Duplicate efforts — multiple reps contacted the same prospects
• $180K/year in unused Salesforce licenses

Implementation

Phase 1 (Weeks 1-3): Sales Process Deep Dive

• Shadowed 8 sales reps to understand actual workflow
• Mapped the complete sales process with all edge cases
• Designed the data model and user experience

Phase 2 (Weeks 4-8): Core CRM

• Built pipeline management and contact system
• Developed activity logging and email integration
• Created mobile-responsive interface

Phase 3 (Weeks 9-11): Intelligence Layer

• Follow-up recommendation engine
• Revenue forecasting and commission tracking
• Management dashboards

Phase 4 (Week 12): Migration & Launch

• Migrated contacts and deal history from Salesforce
• One-on-one training for all 40 reps
• 2-week parallel run