CRM Blueprint & a “Who Do I Call Today” Sales Cockpit

The problem

The team had Salesforce but worked from a spreadsheet, because the CRM could not answer the one question a rep asks every morning: who do I call today? Accounts, contacts, and deals were created inconsistently, and conversion lost information along the way.

What I built

It started with a blueprint, a short paid design phase before any build:

• A map of how work actually flows, from first touch to closed deal.
• An object model that separates referral partners from customers, so both can be reported on cleanly.
• A field spec by record type, and the screens each role needs.
• A clear split of what the CRM owns and what other tools own.

Then the build, as a custom Lightning app:

• A priority call list that puts the day’s most important leads at the top.
• A callback engine so promised callbacks come due on time instead of living on sticky notes.
• A call-prep screen with everything a rep needs before dialing, on one page.
• Views by industry and referral partner for targeted call blocks.
• Clean conversion. Lead to account, contact, and deal, with notes, contact roles, and key answers carried over automatically.
• Dashboards for the owner and the team.

How it works

A library of record-triggered Flows keeps the data honest in the background. It stamps the original lead date and last engagement, sets each lead’s time zone, creates the account at the right moment, names deals consistently, and moves notes to the deal on conversion. A handful of validation rules stop the mistakes that break reporting.

Starting with a blueprint meant the build had no surprises: every screen and field was agreed before anything was configured.

Stack

A custom Salesforce Lightning app, record-triggered Flows, validation rules, reports and dashboards.

Where it stands

Completed in July 2026. Everything that came later sits on top of it: scoring, the lead queue, the phone integration, and training.