Problem the client raised Contracts and invoices take more time than clients do.
One connected system from first inquiry to signed contract to invoice
A won deal becomes a customer, an accounting record, an invoice trail and a project board without anyone re-typing it.
- Client
- Fast-growing ecommerce growth agency
- Tools
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- Monday.com
- Make
- Typeform
- Calendly
- PandaDoc
- Sage Intacct
- Fathom
- Slack
Client names and data are withheld under confidentiality agreements.
A fast-growing ecommerce growth agency works with brands as long-term partners. Every relationship starts as a lead, becomes a deal, and turns into an active engagement that touches sales, operations, finance and leadership.
As the agency scaled, that whole lifecycle needed to run on one connected model: how prospects arrive and reach the right representative, how deals become signed proposals and agreements, how won deals are handed to operations and finance, and how leadership measures every department. We built it on monday.com, joined to the agency's other tools by automations.
The challenge
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Every lead, inbound and outbound
Inbound prospects arrive through a website form with scheduling built in. Outbound prospects book through links their representative shares after outreach. Both had to land in the CRM, bigger prospects had to reach the right representative, and the team needed to know the moment an outbound call was booked.
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Proposals and agreements in step with the pipeline
Documents are created and signed in PandaDoc while deals are managed in monday.com. Without a link between them, representatives would switch systems to send documents, and signed copies would be filed by hand.
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A clean handoff to operations and finance
A won deal has to become a customer in operations, pass an approval step, and be created in the accounting system. Invoices then needed to show up against the same customer, linked by a reliable shared ID.
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Client context in one place
Each new customer needs a standard project board, and client meetings recorded in Fathom needed to be tied to the right customer so the relationship history lives where the team works.
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Performance across ten departments
KPIs differ by department, owner and how often they're tracked. Leadership needed each KPI defined once, filled in on schedule, and rolled up into actual-versus-target views.
How it fits together
- Website form
- Call bookings
- Meeting recordings
- Make automations
- Monday.com
- Slack alerts
- Proposals and agreements
- Customer and invoices in accounting
- Project boards
- KPI dashboards
What we built
Screenshots are from the live system. Client, customer and people details, logos, figures and links have been removed.
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Inbound and outbound leads, captured and routed
What was needed
Record every lead in the CRM, send inbound prospects to the right representative, and tell the team straight away when an outbound call is booked.
How it works
The website form has scheduling embedded in it. Based on the monthly revenue a prospect selects, the form shows one of two booking links, so larger brands reach a dedicated representative from the first booking. The form also sends each answer to the automation layer as it goes, so the lead is created early and filled in as the prospect continues. Outbound leads come in through booking links their representative sends, and each booking is announced in a private Slack channel.
Path Where it starts Where it lands Team awareness Inbound Website form with scheduling, routed by monthly revenue Inbound leads board Visible in the CRM from the first answers Outbound Booking links shared by representatives after outreach Outbound leads board A Slack message on every booking Why it matters. Every prospect is recorded from the first meaningful interaction. Bigger brands reach the right representative immediately, and outbound bookings surface to the team right away.
The form question that decides which representative a prospect books with. Branding and client logos are hidden. The automation that receives each form answer, then creates or updates the lead. The inbound leads board, with names and sidebar hidden. The outbound leads board, with names and sidebar hidden. -
Pipeline and proposals, without leaving the CRM
What was needed
Turn qualified leads into deals, and keep each deal's proposal created, sent and filed from the same board.
How it works
Qualified leads become deals on the pipeline board. When a deal reaches the proposal stage, the automation layer creates the proposal in PandaDoc. Later status changes update or send it, the proposal comes back to the deal as a PDF, and the signed copy returns as soon as it's signed.
- A qualified lead becomes a deal.
- Moving the deal to the proposal stage creates the proposal.
- Later status changes update or send it.
- The proposal returns to the deal as a PDF.
- The signed copy returns as soon as it's signed.
Why it matters. Representatives manage proposals from the board they already use for deals, and the current and signed versions are stored against the deal automatically.
The pipeline board by stage, with counts and names hidden. The automation that creates, updates and sends proposals from the deal's status. -
Agreements tracked from start to signature
What was needed
Give agreements their own lifecycle in the CRM, created automatically once a proposal starts and kept in step through signature.
How it works
An agreement is created on its own board when a proposal is initiated. Status changes create, update or send it in PandaDoc, the agreement returns as a PDF, and the signed version comes back the moment it's signed.
Why it matters. Agreements are followed from start to signature in one place, with the latest and signed versions attached automatically, so the commercial terms are easy to find.
The agreements board, with names hidden. Raw and signed agreement documents attached to each agreement, with names and fees hidden. -
Won deals move straight into operations
What was needed
Move every won deal into operations as a customer, with its CRM history linked and finance onboarding started.
How it works
When a deal is marked won, it becomes a customer on the operations board. Records in operations are linked to the CRM, so the customer always points back to its deal. The same customer is created on the finance approval board, and the new customer then triggers project board creation and becomes the home for meeting recordings.
Why it matters. Operations receives each new customer with its sales context intact, and finance and delivery setup start from the same record, so a won deal is less likely to stall between teams.
The customers board in operations, with names and sidebar hidden. -
Customers created in the accounting system after approval
What was needed
Create customers in the accounting system from inside monday.com, through an approval step, and bring the resulting ID back.
How it works
A customer is reviewed on the finance approval board. When its status changes to Approved, the automation layer calls the accounting system's API and creates the customer there. The ID that comes back is saved on the same customer, and that ID becomes the key that links invoices to it.
- A customer is reviewed on the approval board.
- Changing the status to Approved starts the automation.
- The automation creates the customer in the accounting system through its API.
- The returned ID is stored on the customer.
- That ID links every invoice to the customer.
Why it matters. Finance setup follows an explicit approval, customers are created without leaving monday.com, and the returned ID gives every later finance record a reliable link back.
The finance approval board, with names hidden. The automation that creates the customer in accounting and writes the ID back to monday.com. -
Invoices appear on the right customer
What was needed
Make every invoice created in the accounting system visible in monday.com, connected to the right customer.
How it works
The accounting system sends a message to the automation layer whenever an invoice is created. The automation creates the invoice in monday.com and connects it to the customer by matching the ID returned earlier.
Why it matters. Operations and leadership can see a customer's invoices in monday.com without asking finance for a report, and the ID match keeps each invoice attached to the correct customer.
The invoices board, with balances and customer names hidden. -
A project board for every new customer
What was needed
Give every new customer the same standard project board as soon as they enter operations.
How it works
The moment a customer is created in operations, the automation layer builds a new board for them from a preset template.
Why it matters. Every engagement starts from the same structure, and delivery teams have a ready workspace from day one without building boards by hand.
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Meeting recordings attached to the right customer
What was needed
Attach every client meeting recording to the right customer in monday.com, automatically.
How it works
Every 15 minutes, the automation layer goes through the recordings saved in Fathom and matches each one to its customer by email address. It adds the recording to that customer with the date, the title and a link.
Why it matters. Meeting history sits on the customer record where the team works, so anyone picking up a relationship can review earlier conversations without searching Fathom.
Meeting recordings added to a customer as sub-items, with names, emails and links hidden. -
One KPI framework for ten departments
What was needed
Give leadership a structured, automated way to define, assign and track KPIs across every department.
How it works
Definition and tracking are kept apart. Leadership defines each KPI once on a template, with its owner and how often it's tracked. The framework then fills it into the right department board and the executive board on that schedule.
- Each KPI is entered once on the template, with its owner and schedule.
- A separate board records who is responsible for each department.
- A definitions board explains what each KPI measures.
- KPIs are filled into department boards on their schedule.
- The same KPIs appear on the executive board.
Why it matters. Each KPI has one definition, a named owner and a set schedule. Department boards and the executive view stay filled on time, giving leadership one measurement structure across the agency.
The KPI template, with KPI names and definitions hidden. The executive board by department, with figures hidden. A department board with KPIs filled in on schedule, with KPI names and figures hidden. -
Dashboards for sales, executives and every department
What was needed
Give each level of the business a view of performance, from the pipeline and each department up to the CEO and COO.
How it works
Dashboards across the sales and performance workspaces turn board data into a view for each audience.
Set Count What it shows Sales 4 Team and pipeline performance, including value generated, deals by stage, and monthly performance by funnel type Executive 5 Every department for the CEO and COO, including actual versus target for the week and the month, and monthly trends Department 10 The detail behind each department's KPIs Why it matters. Leadership reviews actual versus target for the whole agency in one place, department owners see the detail behind their KPIs, and sales leadership tracks pipeline value and funnel performance month by month.
Before and after
| Before | After |
|---|---|
| Inbound and outbound leads had no single automated path into the CRM | Inbound leads are created from the form as it's filled in, and outbound leads from booking links |
| Booking paths didn't account for the size of the prospect | The revenue answer routes larger prospects to a dedicated representative |
| Proposals and agreements were handled outside the deal record | Deal status drives document creation, with PDFs and signed copies returned to the deal |
| Won deals needed separate setup in operations | Won deals land on the customer board, linked to the CRM |
| Creating a customer in accounting needed separate entry | Approved customers are created in accounting through its API, and the ID comes back |
| Invoices weren't visible against the customer in monday.com | Invoices are synced and linked by the returned ID |
| Project boards and meeting history depended on manual setup | Boards are created from a template, and recordings are routed every 15 minutes |
| Departments tracked performance without a shared structure | KPIs fill department boards, an executive board and dashboards on schedule |
The outcome
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Leads routed correctly
Leads are recorded from the first answer or booking, bigger prospects reach the right representative, and outbound bookings reach the team through Slack right away.
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Documents that follow the deal
Proposals and agreements move with the deal's status, and the current and signed versions are stored against the right record automatically.
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Sales, operations and finance in one thread
Won deals become customers, approved customers become accounts in the accounting system, and invoices come back linked by ID, so one record runs across all three.
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Leadership sees every department
Scheduled KPIs and dedicated dashboards give the CEO, COO and department owners a consistent view of actual versus target.
The same framework can support more funnels, departments, KPIs and integrations as the agency keeps growing.