Reported as non-selling work
UK and Ireland sales reps surveyed for Salesforce’s 2024 State of Sales report said non-selling tasks such as admin and meeting preparation took 71% of their time.
Salesforce · State of Sales · 2024
CRM / pipeline automation
Make the next move impossible to lose.
A useful CRM should show what happened, what matters now and who owns the response. Celerity connects the records, rules and reminders that stop a promising conversation from cooling in the gaps.
Interactive illustration
Give each opportunity a next moveA pipeline board shows enquiry cards with customer context, owners, follow-up tasks and their current status.
- Capture the enquiry
- Assign responsibility
- Set the follow-up
- Review progress
A card enters the new-enquiry column with the customer's request and its source.
The card gains a contact record and a named owner in the review column.
The next-action column shows an agreed task and due date, such as calling back or preparing a proposal.
The board records what happened and highlights cards waiting for attention; stages change when the work does.
The commercial problem
A CRM that exists is not always a CRM the team can run.
When the pipeline is mostly memory, private notes and disconnected inboxes, good opportunities depend on the busiest person remembering the next move. Records drift, duplicates grow and reporting becomes a retrospective guessing exercise.
The work is to make the CRM operational: define the stages that genuinely describe the customer journey, make ownership visible and automate only the routine movement that adds clarity.
Research context
Selling time is often swallowed by the system around it.
These Salesforce findings describe surveyed sales professionals, not a guaranteed outcome from automation.
Completely trusted their data
In the same UKI research, only 31% of sales professionals completely trusted the accuracy of their organisation’s data—context for why data rules and ownership matter.
Salesforce · State of Sales · 2024
What Celerity builds
A pipeline that matches the way work actually moves.
The goal is fewer arbitrary fields and more reliable context at the point of action.
Pipeline and data design
Stages, fields and ownership rules that correspond to genuine commercial decisions.
Automatic record creation
Create or update contacts from forms, calls, messages and other defined entry points.
Tasks, reminders and routing
Trigger the next practical action without forcing people to maintain a parallel checklist.
Pipeline reporting
Operating views that show stalled records, workload and the questions worth asking next.
How it works
From first signal to owned follow-up.
Illustrative only: your stages, data requirements and escalation rules should be specific to the business.
An enquiry enters once.
A form, call or imported record creates or updates the right contact without unnecessary duplication.
The record gets useful context.
Source, need, priority and relevant notes arrive alongside the record rather than in a separate inbox.
A person or queue takes responsibility.
Routing logic assigns the next action and flags the cases that need a human decision.
The pipeline shows its pressure points.
Clear stages and reports make stalled follow-up and missing data easier to spot early.
Illustrative use cases
One view of the next action.
Examples of system patterns, not claims about existing Celerity clients.
Route web and phone enquiries together.
Let different entry points create the same useful record, owner and agreed response path.
Stop follow-up depending on memory.
Make tasks, due dates and handovers visible at the pipeline stage where they matter.
Clean a CRM before scaling it.
Set a practical data model, de-duplicate key records and establish rules the team can maintain.
Illustrative system examples / CRM configuration and data handling are tailored to your platform and process.
Connected systems
A CRM should receive context—not rekey it.
The connection plan begins with what should be shared, when and with what safeguards.
Website & forms
Create a record with source and enquiry context intact.
Phone & inbox
Attach summaries and relevant correspondence to the right contact.
Calendar
Connect booked conversations to the record and its next stage.
Messaging
Trigger appropriate confirmations and reminders when consent allows.
Reporting
Turn agreed pipeline signals into a usable operating view.
What we would measure
Pipeline integrity before a dashboard full of numbers.
The right measures reveal whether the team can see and own the work.
Lead response time
Time from entry to a defined, owned first action.
Stage hygiene
Records with clear owner, next action and current commercial state.
Follow-up consistency
Whether agreed actions happen without relying on personal reminders.
FAQ
Questions worth resolving before a CRM overhaul.
Can Celerity improve an existing CRM?
Yes. The right first step is often a focused audit of data, stage definitions, ownership and the systems that create or update records.
Will automation create duplicates or bad data?
It should not. We define matching rules, required information and exception paths before automating record creation or movement.
Can the pipeline automate follow-up?
It can create tasks, reminders and carefully defined messaging. The logic should support commercial judgment, not create impersonal activity for its own sake.
Do we need to replace our CRM?
Not necessarily. Celerity can work with a suitable existing platform or recommend a change only where the current setup cannot support the useful route.
Related solutions
A clean pipeline needs clean inputs.
Connect lead capture, response and the systems that carry context around the business.
Research & sources
Salesforce’s study is used as context for the problem; it is not a Celerity result or a claim about every sales team.
Salesforce · 2024State of Sales, UK and IrelandSurvey of sales professionals, including UK and Ireland respondents.
Discuss your pipeline
Start with the opportunity your team currently has to chase twice.
We can map how it enters, who owns it and what should happen next.