Custom CRM development services
CML Team builds custom CRM systems around the way your team sells and delivers, with leads, contacts and companies, pipelines, email campaigns and workflows, on web and mobile. Persona, our own platform that joins a CRM with project delivery and hiring, grew from an internal tool into a SaaS product. By our project records it gives 50% quicker campaign setup.
Results from our case studies
70%
Candidate screening speed
Persona case study
- Hourly or fixed price
- NDA signed
- Code rights pass to you after payment
Trusted by Industry Leaders
Powering innovation for leading companies worldwide
- See the case
- See the case
- See the case
- See the case
- See the case
What we build
Leads and pipelines
Prospects, companies, contacts, sales funnels, follow-ups and business development activities in one place, as in the Leads module of Persona.
See the Persona case studyContact and company data that stays clean
AI checks and improves records to reduce errors, and searches the internet for more company and contact information to complete profiles.
See the Persona case studyEmail campaigns
Targeted outbound campaigns, with people and companies grouped for campaign targeting.
See the Persona case studyWorkflows and approvals
Configurable custom workflows that automate repetitive tasks. For Layer we built a review flow in which CFOs accept or reject the changes that managers submit from Google Sheets.
See the Persona case studyProposals and AI drafting
Automated AI proposal generation, tailored cover letters for projects and AI email drafting.
See the Persona case studyMobile CRM
Native iOS and Android apps with almost complete feature parity with the web, so people review pipelines and update records on the go.
See the Persona case study
How it works
How a custom CRM connects sales, delivery and hiring
A CRM pays off when the record of a customer follows them from first contact to the signed deal and into delivery, instead of being copied between tools.
- A lead comes in.
- The record is validated and enriched, with AI where it saves typing.
- The lead moves through the pipeline, with follow-ups and campaigns.
- The deal is signed and the lead becomes a client.
- The client launches a project, which delivery runs in the same system.
- If the project needs people, it starts a hiring need.
- Reporting reads all of it, because nothing was copied.
Start from the process. Write down how a lead becomes a client in your company today, who touches it and where it stalls. The CRM is worth building only where that path differs from what a ready product supports.
Keep one record per company and person. In Persona the People & Companies hub manages contact and company data and customer communication. AI validation checks and improves records, which reduces errors and keeps the CRM data cleaner.
Connect the modules, but let each stand alone. Each Persona module can be used independently, so a team can adopt it step by step. The three modules are connected, so information flows between sales, operations and recruitment. A lead can become a client, a client can launch a project, and a project can trigger hiring needs.
Put AI where people type the most. In Persona AI drafts emails, generates proposals and cover letters, parses resumes, analyzes recorded interviews and gives RAG-based insights on profiles and deals. Each of them cuts manual work.
Plan for mobile if your people work away from a desk. Persona's iOS and Android apps have almost complete feature parity with the web. For landlords and tenants of REM Platform we built native iOS and Android apps from scratch next to the web platform.
See Persona as a product on the Persona page.
Real estate CRM and property software
A real estate CRM has to understand properties, landlords and tenants, and our real estate work covers each of these parts.
- Property data. For a large American real estate company we built a data warehouse that collects data from providers including ListHub, Apimo and direct brokerages over REST, FTP and SOAP. It converts the data to the RESO standard, validates and deduplicates it and feeds the client's website. → RESO-Warehouse
- Landlords and tenants. REM Platform gives landlords PMS workflows for invoicing, signing agreements and processing payments, a dashboard of tenant data, rental transactions and availability, and native apps for landlords and tenants. → REM Platform
- Loans. For a US real estate-secured loan platform we enhanced an internal portal for employees in the mortgage industry, with admin and user dashboards for loan creation and management and reporting. → Lender Admin Platform
More of this work is on our real estate industry page.
Case studies
How we work on it
You write to us
Send a brief or message one of our Delivery Managers on LinkedIn. Say which tools your team uses today and what hurts most.
- Owner
- You
- Result
- Your task reaches us in your own words.
We map your process
We walk through how a lead becomes a client in your company and where it stalls, and agree which module to build first. You can start small, with consultations.
- Owner
- CML Team
- Result
- A first module and a recommended engagement model.
Free estimate and agreement
You get a free estimate for the project. An NDA is signed, and the team is ready a few weeks after the agreement. Billing is hourly or a fixed price.
- Owner
- You and CML Team
- Result
- A signed agreement and a team at work.
Build module by module
Our project manager shows working parts at regular demos and keeps you updated through planning sessions and status reports.
- Owner
- Our project manager
- Result
- A module your team can try before the next one starts.
Launch and the next module
The first module goes live with your team, and the next ones follow in the order you choose. The rights to the code pass to you after payment.
- Owner
- You and CML Team
- Result
- A CRM your team uses, with its code in your hands.
Ready to talk it through? Start with a message.
How you can work with us
Work with us as a dedicated team that joins your in-house developers, as a project we manage from requirements to launch, or with on-demand specialists.
Industries and related services
Industries
Related services
Frequently asked questions
Should we build a custom CRM or buy one?
Buy one if your sales process works like most and you cannot name the step where a ready CRM fails your team. Build one when the process is your edge, or when one record has to follow a customer from sales into delivery and hiring. For IT agencies and service companies, Persona is also available as a white-label platform.
What does a custom CRM include?
What your process needs, usually leads and pipelines, contact and company records, email campaigns, workflows and reporting. Persona adds a projects module for delivery and a hiring module for recruitment, connected to the same records.
Can you build AI into the CRM?
Yes. Persona uses AI for data validation and company enrichment, email drafting, proposal and cover letter generation, resume parsing and candidate matching, interview analysis and RAG-based insights on profiles and deals.
Can the CRM work on mobile?
Yes. Persona has native iOS and Android apps with almost complete feature parity with the web. For REM Platform we built native iOS and Android apps for landlords and tenants from scratch.
Can you connect the CRM to the tools we already use?
Yes. For Layer we built a sync layer between a web app, Google Sheets and Google Drive. ALICE connects to Twilio, Mixpanel, a hotel PMS and other third-party systems. The RESO data warehouse we built for a US real estate company takes in data over REST, FTP and SOAP.
Can we start with one module?
Yes, and it is often the safer start. Each Persona module can be used independently, so a team adopts it step by step, and the next module connects to the same records.
Do you build CRM software for real estate?
We have built the main parts one rests on. For a large US real estate company we built a RESO data warehouse that brings together data from ListHub, Apimo and brokerages. For REM Platform we built a landlord platform with invoicing, agreements and payments. For a US loan platform we enhanced an internal portal for loan operations.
How do you bill, and who owns the code?
We work by the hour or for a fixed price, and for a project you get a free estimate first. We sign an NDA, and the rights to the code pass to you after payment.
Related reading
Two ways to reach us
Whichever you choose, the conversation starts with a person.
Talk to our Delivery Manager
Oleksii Skurikhin, one of our Delivery Managers, is your first point of contact. Tell him what you are working on.
Talk to our Delivery Manager on LinkedIn (opens in a new tab)Send us a brief
Describe the task in the contact form. You can add a budget range if you like.
Get a free estimate