CRM Automation Case Study
Client Challenges
Leads weren't reliably captured into CRM
Lead sources (Instagram, Facebook, Telegram, website) were not connected to Kommo or were configured incorrectly, so leads arrived inconsistently.
Chaotic pipeline and no automation
Leads entered the funnel unpredictably and were not processed automatically, increasing the risk of missed opportunities.
Follow-ups were fully manual
Call-back and follow-up tasks were created by managers manually, which made the process slow and error-prone.
Meetings didn't move leads forward
There were no automatic stage transitions when a meeting was booked—pipeline progress depended on manual actions.
Invoicing and payment tracking were manual
No integration with Xero: invoices were created manually and payments were tracked manually, creating delays and extra workload.
What We Implemented
Rebuilt sales funnels around real club processes
Structured the sales pipeline in Kommo according to the club's workflow, connected key lead sources (website forms, Facebook Lead Ads), and disabled irrelevant integrations.
Separate pipeline for social + messenger inquiries
Created a dedicated funnel for inbound messages from Instagram DM, Telegram, and comments, with a fast handoff into the main sales funnel when qualified.
Centralized omnichannel messaging inside Kommo
Set up message aggregation so all inquiries from different channels arrive in Kommo and managers can reply directly from the CRM.
Automated Facebook lead processing via Make.com
When a Facebook form lead arrives, Make.com automatically normalizes name formatting and moves the lead to the correct pipeline stage—no manual data cleanup.
Auto-created call tasks and "no answer" sequences
Implemented automatic task creation for new leads and for "no answer" stages with several attempts and intervals—so leads never get forgotten.
Calendly + Xero automation for meeting-to-payment flow
Integrated Calendly to find the lead by email, attach the meeting link, and move the lead to "Meeting scheduled"; then integrated Xero via Make.com for invoice creation, payment status checks, reminders, onboarding, and membership renewal triggers.
Operational Outcomes
Leads stop getting lost
Proper lead source connectivity and automated task creation reduced the risk of missed follow-ups across channels.
Faster speed-to-lead and cleaner CRM data
Facebook leads are automatically formatted and routed to the right stage, so managers start working immediately with consistent data.
Pipeline moves forward automatically
Booking a meeting updates the lead status ("Meeting scheduled"), and post-meeting automation moves leads to "Meeting completed" on a timed check.
Invoicing and payment tracking are automated
Xero integration creates draft invoices, supports manager review, updates statuses, checks payments daily, and sends reminders with re-invoices if unpaid after 3 days.
Smooth onboarding and membership renewal
After payment, the system sends a welcome email, assigns a business manager, sets "Active membership" with an end date, and initiates renewal by triggering a new invoice flow.
Key Learnings & Best Practices
Separate "inbound messages" from the main funnel
Social and messenger leads behave differently—use a lightweight pre-qualification funnel with a clean handoff into the main pipeline.
Enforce data completeness before invoicing
Before creating an invoice, validate required fields and return the card with clear instructions if anything is missing.
Automate "no answer" follow-up attempts
Build stage-based call tasks with timed retries so the process doesn't depend on memory or manual discipline.
Use email as the universal identifier across tools
Calendly booking with lead email enables reliable matching in Kommo and prevents "ghost bookings."
Keep invoices draft-first, then approve
Create invoices in Draft, send to manager for review, and only then move the lead to "Awaiting payment."
Build renewal automation on membership end date
After onboarding, store membership expiry and auto-trigger renewal by moving the client into the invoicing stage.
How We Work
CRM workflow design (Kommo)
We map the real sales and membership process into pipeline stages, with clear ownership and automation rules.
Integration engineering (Make.com)
We connect lead sources, scheduling, and accounting into one automated flow—reducing manual tasks end-to-end.
Sales ops automation and quality control
We add guardrails: required-field validation, exception handling, and "not found" tasks to prevent silent failures.
Membership lifecycle automation
From payment → onboarding → active membership → renewal initiation, the client journey stays consistent and trackable.
"The sales funnel now runs with minimal manual work: leads are captured correctly, tasks are created automatically, meetings and post-meeting stages update on their own, and invoicing and renewals are tied to Xero and membership status."
Sergey Archakov
Founder, My Club London
Project Highlights
Omnichannel lead capture into Kommo
Website forms + Facebook Lead Ads + messenger/social inquiries centralized and handled in one CRM.
Meeting automation with Calendly
Booking creates CRM linkage, moves lead to "Meeting scheduled," and triggers exception tasks if no matching lead is found.
Xero invoicing + payment follow-up automation
Draft invoice creation → manager review → daily payment checks → reminder after 3 days → onboarding + renewal triggers.