CRM and sales tooling with pipelines that don't degrade.
Pipelines that don't degrade.
We run our own studio on a CRM we built — Cerebro — and we've shipped variations of it to other teams. That means we design sales tooling from the inside out: stage-aware deal boards, a contact spine that survives staff turnover, and productivity tracking that's a side-effect of doing the work rather than a separate ritual nobody updates.
A good CRM disappears into the workflow. We build admin and individual-contributor views into the same product, so leadership gets visibility without the team feeling surveilled — and the pipeline stays accurate because keeping it accurate is the easiest path.
What we build into it.
- Deal boards designed around stage transitions
- Contact + project unified record
- Productivity tracking that doesn't feel like surveillance
- Admin and IC views in the same product
Who this is for.
Before you get in touch.
Why build a custom CRM instead of using Salesforce or HubSpot?
Generic CRMs are powerful but generic — you pay per seat to bend your process to fit them. A custom CRM models your actual sales stages, your data, and the views each role needs, with no per-seat tax and no features you'll never use. We've run our own studio on one for exactly this reason.
Can you migrate our existing CRM data?
Yes. We migrate contacts, deals and history from your existing CRM or spreadsheets, and map your current pipeline stages so the team starts on familiar ground.
Does the CRM include productivity and performance tracking?
Yes, but designed as a by-product of normal work rather than a surveillance layer. Activity and pipeline movement are captured as the team uses the product, so reporting is accurate without anyone filling in a separate tracker.
Tell us the messy version first.
You don't need a perfect brief. Tell us the problem in your own words and we'll figure out the shape of the project together.