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The CRM that couldn’t see its own customers.
0%accounts linked to a deal
A Saudi fleet-services platform preparing for IPO-grade reporting. A read-only diagnostic of 100,000+ records found one root cause, and we designed one connected revenue system around it.
0%
of accounts linked to a deal
Leads, deals and customers lived in three silos.
68%
of pipeline in a 0%-probability inbox
Left there by a bulk import.
3 in 4
leads frozen “in progress”
Fewer than 2% were marked qualified.
0.1%
of accounts had fleet size filled
For a product sold per vehicle.
4 of 6
funnel stages unmeasurable
Benchmarked stage by stage.
7 → 1
pipelines; country became an attribute
Roll-up beats replication.
Status
Thousands of fleets used the platform every day, on a hybrid model: per-vehicle subscription plus prepaid consumption. The business ran around its CRM, not through it. Then it began preparing for a public listing, and every revenue number had to survive due diligence.
Complication
A read-only diagnostic of more than 100,000 records found empty structure, not bad data: 7 pipelines and 42 stages, more than 20 of them empty, and every user able to see and edit every account. Half the revenue engine, prepaid consumption, had no renewal date, so a customer could quietly stop transacting with no alarm.
Root cause
Almost every symptom traced to one gap: accounts and deals were never connected. Fix the spine, and most symptoms resolve at the source.
What we designed
One pipeline instead of seven, 12 stages instead of 42, mapped to the INFINITE model. Two gates between teams. A post-sale engine on a six-signal health score. Days-of-Coverage monitoring on the prepaid wallet. Private accounts, a 12-role permission matrix and an audit trail.
How it was cleared
The COO, the CTO and the heads of Finance, Sales, Customer Experience and Marketing worked through 84 design decisions, function by function, and leadership confirmed delivery in writing. Their CX team’s own six-signal health model replaced ours, because it was better.
What it makes possible
A customer followed from first touch to expansion in one model. Every stage with a definition, exit criteria and a conversion metric. Consumption churn visible through usage decay, days or weeks earlier. Access and change control at the bar an auditor expects.
What we delivered
12 architecture documents against 5 contracted
A decision tracker of 84 leadership decisions
5 phase PRDs with executive one-pagers in English and Arabic
A 33-page build specification
A 17-sheet workbook
A consolidated architecture deck
Architecture-only engagement: the client’s in-house team owned the build. Everything above was designed and specified, not claimed as live. Client not named. Delivered by the Taken Cake founding team, RIVET-certified.