← All work CRM · Aquinium s.r.o

One overloaded pipeline became three clear ones

I rebuilt Bitrix24 around the real sales process, not around a standard CRM template.

Company: Aquinium s.r.o (in-house) — pool & spa equipment, Prague
My role: Process analysis, CRM design, automation, testing, manager instructions
Stack: Bitrix24 · Make · REST API · website forms · Microsoft 365

the problem

Everything lived in one lead pipeline

Requests came from the website, ads, email, phone and partners. New requests, quotes, talks with clients, postponed deals, service and complaints were all in one pipeline.

So it was hard for the sales team to see who to answer first and what to do next.

Before · one pipeline

New request Complaint Quote sent Service request Negotiation Postponed deal

what I did

Mapping the process before touching the CRM

I went through the old Bitrix24 setup and real requests. Then I mapped the real sales process in Miro: how a request comes in, how it is qualified, the follow-up and the result.

I built the new CRM structure from this map.

Lead → Deal. Qualified leads become deals. Spam and duplicates are closed with a clear reason.
Website requests via Make. Before a new contact is created, Make searches by phone number, so there are no duplicates.
Tasks and reminders. Tasks for the first contact, follow-ups after a quote, deposit tracking and automatic deal names.
Tested and documented. I tested the CRM logic and wrote instructions for the managers.

Lead pipeline

Leads

First contact and qualification

Deal pipeline

Aquinium Sales

Quote, negotiation, deposit, outcome

Deal pipeline

Service / Complaints

Service requests and complaints

In Bitrix24 · click to enlarge

Bitrix24 settings with two deal pipelines, Sales and Service / Complaints, each with its own stages — The two deal pipelines: Sales and Service / Complaints (stage names in Czech). Leads have their own pipeline.

Bitrix24 automation rules in the sales pipeline: tasks and checks for the responsible person at each stage — Automation rules in the sales pipeline: tasks and checks for each stage.

the result

What changed

The CRM matches the real process

The new pipelines are in place and working.

A clear next step

Managers see the stage and next step for every lead and deal.

Structured data

Customer, product and source are saved in fields, not in comments.

Ready for reporting

The data can be used for reports by source, stage and reason for loss.

what I took away

A CRM setup starts with the real business process. If stages, owners and rules are not clear, new fields and automations won't help.

Next case Every email request becomes a clean CRM lead Read case

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