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Manufacturing · CRM · 2023

A sales CRM Pakistani field teams did not abandon

A CRM a Pakistani field team would actually open, after they had abandoned two previous systems.

Delivered in 2023 by SoftCity's founding team, before the company was incorporated in 2024.

Client
Manufacturer, Punjab
Industry
Manufacturing
Duration
16 weeks
Team
4 engineers, 1 designer, 1 QA, 1 PM
Field sales CRM

1 The problem

A Punjab manufacturer had bought two CRMs. Both were empty by month four. The field team lived in WhatsApp and notebooks. Forecasts were theatre. The last vendor had built a pipeline that assumed a desk, a mouse and English labels for every stage.

2 Our approach

We sat in the vans and the dealer shops first. The CRM is a phone-first Laravel app: visit log, order, overdue, next action. Urdu where the team asked for it. Offline notes when the road has no data. WhatsApp reminders through Twilio instead of another login. If a screen needed a training manual, we threw the screen away.

3 What we built

  • Phone-first visit and order capture
  • Offline notes with sync when coverage returns
  • WhatsApp nudges instead of a second app
  • Forecast that rolls up from actual visits, not wishful stages
  • Role views for dealer, area manager and finance
  • A named SoftCity engineer on the managed-service line

4 Technology

Laravel Livewire MySQL Twilio Redis

The results

~92%

Weekly active salespeople after six months

Two CRMs

Abandoned before this one stuck

Faster

Month-end forecast vs the spreadsheet era

In use

On the road, not only in head office

“They replaced a stalled programme with something the field actually opens. The difference was telling us the truth about scope.”
Chief operating officer
Manufacturer, Punjab (name withheld)

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