ERPFrom advertising enquiries to paid work: a CRM workflow for small companies
A campaign can bring enquiries without bringing paid work. The gaps often appear after the first message: nobody owns the reply, the agreed scope is hard to find, or completed work has not been invoiced. Use one simple sequence to see where a real opportunity stands.
Start with a useful enquiry, not a click
A click, a form submission, a customer and a paid invoice describe different things. Agree what makes an enquiry relevant to your company: a problem you can solve, a suitable service area, a realistic request and a way to respond. Do not call every advertising conversion a new customer.
For a hypothetical equipment-maintenance company, a useful enquiry might describe the equipment, location and requested visit. A request outside the service area is still a request, but it belongs in a different outcome when reviewing the campaign.
Give each opportunity an owner and a next step
Keep the company, contact person, request and important conversation notes together. Record the channel the person came through when you know it; use an honest unknown value when you do not. Website analytics depends on consent and will not explain every enquiry.
In Spona CRM, organize the contact and opportunity, assign the responsible colleague and keep the next conversation clear. A practical next step is an action with a date, such as confirming a site visit. Agree your response target internally; it is not an automatic service promise.
Review the agreed scope before preparing the quote
When the opportunity is ready, check the customer details, scope, amount, delivery conditions and payment terms. Keep a clear record of which version the customer accepted.
Spona CRM and Sales serve different parts of this process. Prepare the quote and invoice in Sales and deliberately carry over the relevant agreed details. This guide does not describe an automatic CRM-to-Sales transfer or advertising-platform integration.
Keep delivery, invoicing and payment visible
An accepted quote is not completed work, and an issued invoice is not received money. Follow the delivery record, the invoice and the actual payment separately. Record partial payments so the remaining balance stays understandable.
- Each week, count relevant enquiries and opportunities awaiting a reply.
- Review quotes accepted or declined, with reasons where available.
- Check completed work waiting for an invoice and invoices waiting for payment.
- Compare advertising costs with the paid work you can reliably attribute. Leave uncertain attribution separate.
Choose help for the part that needs attention
Spona ERP helps organize customers and business records. Spona Performance provides advertising infrastructure and performance-marketing consulting, supported by Spona Tower. They are distinct offers within the group; linking them does not merge accounts, records or reporting.
If your advertising needs specialist support, review Spona Performance’s offer and discuss fit with its team. If enquiries arrive but follow-up is inconsistent, start by making the CRM owner and next action clear.