Case studies · Marketing and technology (in-house)

Our internal platforms are the proof: DataLab's custom CRM

DataLab built its own custom CRM, shaped around its needs and operating processes. We implemented it in record time, and it keeps evolving week by week. Today it captures web forms by pipeline with custom fields and tracking data, runs a WhatsApp widget per pipeline and receives the leads from DataLab's new website.

Sales team seen from behind facing a large screen with a kanban board of blank cards: DataLab custom CRM case study — **DataLab** · Colombia

Client: DataLab
Industry: Marketing and technology (in-house)
Country: Colombia

AI MVP development

Context

At DataLab, we test on ourselves what we propose to clients. Our sales operation receives leads through several channels: website forms, WhatsApp conversations and campaigns tagged with UTM parameters. Every lead has to arrive with its source and land in the right team process, without anyone copying it by hand from one tool to another.

The challenge for DataLab

A generic CRM forces the company to bend to the software: pipelines that don't match the real process, fields you don't need, fields you're missing and the lead's source lost along the way. The challenge was to get a tool shaped around our needs and operating processes, ready in a short time and able to change at the pace of the business, not at the pace of a months-long software project.

The hypothesis

If we build a first version focused on the essentials (capturing every lead with its context and routing it to the right pipeline) and improve it week by week based on real use, the CRM fits the process instead of the other way around.

What we did

Shaped the CRM around our needs and operating processes, with custom pipelines and fields defined by the way the team works.
Web form capture by pipeline: every form lands in the pipeline it belongs to, with its own custom fields.
Tracking data on every lead: channel, device type, conversion URL, referrer and UTM parameters.
A WhatsApp widget configured per pipeline and connected to the same CRM.
A capture endpoint for DataLab's new website: the forms on wearedatalab.com deliver their leads through it.
Implemented in record time and evolving week by week, with the improvements the operation asks for.

Results for DataLab

We don't publish figures for this case: the result is qualitative, and we live it every day. Today we run on a CRM built around our own needs and processes: we created it and put it to work quickly, and it gets better every week. Website forms, the WhatsApp widget and tracking data all land in the same place, so every lead keeps its source. Our internal platforms are the proof of what we offer: if it works for our operation, we know how to make it work for yours.

Stack and tools

Custom CRM
Custom pipelines and fields
Web form capture
WhatsApp widget
Channel and UTM tracking
Weekly iterations

What we learned

A CRM doesn't have to be finished to be useful. What matters is that it captures every lead properly and mirrors the real process; the rest arrives in short iterations. It's the same approach behind our AI MVP development service: a fast first version built around one specific problem, which evolves with use.

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