Form
Google Ads
Direct request
Scattered entry points
Requests arrived from forms, campaigns and direct contact, with no single place to follow them from.
Customer story · B2B sales processes
A sales pipeline you can finally govern.
- Sector
- B2B materials and finishes
- The business
- Futuria turned the forms, spreadsheets and manual handovers of the ErreLAB process into a CRM able to capture, assign and expose every opportunity to the Covema team.
- Year
- 2026
- Website
- errelab.com
The starting point
The problem was not choosing yet another piece of software.
The information already existed. The problem was rebuilding the whole picture every time, across separate entry points, people and tools.
1Entry point
2Team
3Consultant
Handovers between several people
Qualification crossed internal contacts and consultants, with ownership to be realigned at every handover.
Opportunity status
Owner
Next action
Follow-up to reconstruct
Status, owner and next action depended on separate tools and on what people happened to remember.
The real context
Every lead can open a different project.
Behind a request there are different surfaces, spaces, constraints and stakeholders. The CRM had to hold that variety together without flattening it into one undifferentiated form.
See ErreLAB applications →
What was needed was a system built around the real work, not the other way round.
Before and after
The same journey, finally readable.
We did not take people out of the process. We gave people one shared place to work from, decide in and hand over from.
The lead journey
A schematic rebuilt from the real process, with no operational data.
A process you can read from entry to outcome
Every opportunity enters the same flow: it is profiled, assigned, supported and made visible to the team.
EntrySources connected to the CRM
QualificationData on the opportunity record
AssignmentOwnership and tasks
Follow-upEmail and WhatsApp
OutcomeDashboards, logs and review request
The system we built
One process, six layers of control.
The value is not in a single automation. It is in the way data, ownership, communication and visibility work together. Select a layer to see its role.
Futuria CRM
The ErreLAB process
Entry points
Forms and the Google Ads technical connection feed the same process. Managing the advertising campaigns was not part of the project.
The Futuria method
Process first. Platform second.
The implementation started from the real exceptions and responsibilities. That is what turns a technical configuration into a tool the team can use every day.
- 01
Listen to the real process
Start from how requests, people and consultants already worked, including the steps that did not live in any single tool.
RequestsExceptionsOwnership - 02
Design the data
Separate companies, people and opportunities; define the fields, lists and tags the team could recognise and use.
CompanyPersonOpportunity - 03
Translate the work into a sales pipeline
Model stages, ownership and tasks on the real ErreLAB sales journey, not on an abstract template.
- 04
Connect entry points and communication
Bring forms and lead sources into the same flow and coordinate email notifications, WhatsApp and internal tasks.
- 05
Test it with the team
Check exceptions, territory handovers, visibility and daily use together with the people who would manage the opportunities.
RulesPermissionsExceptions - 06
Hand over control
Leave readable configuration, filterable dashboards and tracked changes, so the system could keep evolving.
System delivered
The operating result
The team can see what has happened, what needs to happen and who owns it.
No promises of miraculous conversion rates. What was delivered is more concrete: a central, traceable sales process able to support the work of several people.
Visibility
Status, activity and changes are readable in the same system.
Ownership
Every stage makes it clear who needs to act, and with what priority.
Continuity
Follow-up no longer restarts from what individual people happen to remember.
Autonomy
A system that stays in the hands of the people using it.
Workflows, notifications and integrations were delivered with logic that can be edited and with every change tracked. The aim is to let the team govern daily work without depending on Futuria for each adjustment.
Readable, adaptable configuration
Permissions consistent with roles and responsibilities
Dashboards and filters to keep control without exporting
Tracking of changes and exceptions
Your process
Are your leads, estimates and follow-ups scattered across several tools?
In a demo we start from your real flow and look at where a CRM can remove manual steps without taking control away from people.