2026 · Web app development · Our own system

Sales CRM

Sales CRM is a multi-tenant sales operations CRM that Niro Digital built in 2026 for sales teams: leads arrive from marketing funnels over an API-key webhook, get assigned to reps automatically against weekly quotas, and are qualified, worked and closed with commission and lead cost tracked per rep. Sales teams trial it, then subscribe.

Client: Niro Digital
Industry: Sales / Operations
Year: 2026
What we did: Web app development

The constraint

Sales teams run on a generic CRM and a shared spreadsheet. Leads arrive from several marketing funnels and somebody assigns them by hand every morning. Agents and qualifiers pass work to each other in chat, follow-ups live in people's heads, and a manager sees performance only when someone exports a sheet. Commission is worked out at month end from that export, and disputed every time. So we built Sales CRM for the teams doing that work. It takes leads in over an API-key webhook, assigns them to reps against weekly quotas, and tracks qualification, deals, commission and lead cost through to the close. It is multi-tenant: a team trials it first, then pays a subscription, and a second, internal console is where we run the platform itself.

The system

//01Rep home built around commission earned this month and last, not vanity charts

Sales CRM leads table with pipeline status chips, assignee filter and distribution state per lead

//02Leads table with pipeline status chips, an assignee filter and clear ownership

Sales CRM lead detail drawer — contact, address, provider, source and the organisation's own qualification questions

//03Lead drawer: contact, address, provider, source and the org's own qualification questions

Niro CRM admin Mission Control — platform overview with a real-time activity stream

//04Mission Control, the internal admin console, with a real-time event stream

//05Every organisation on the platform with status, member count and owner

//06Funnels with per-funnel API keys for webhook lead intake and output routing

//07Distribution control: automatic lead-to-rep assignment written to a permanent ledger

//08Weekly quota calendar deciding how many leads each member receives per day

//09Cross-org lead browser with filters by org, provider, funnel and assignee, plus CSV export

//10System-wide audit log, every event categorised and filterable by org and user

//11In-app help centre: platform docs, per-organisation docs and an AI assistant

//12The same rep view on a phone: commission, tasks, streak and quick add

What changed

//01Leads are assigned the moment they arrive, no lead waits, no rep overloaded
//02Commission is tracked as deals progress, so payouts run on one record
//03The ordinary sales process takes less time, and conversion rises because it is faster
//04Every assignment is written to a permanent ledger, so distribution can be audited

What we'd do differently

We built it as a product for sales teams, so a team trials it before it pays for anything, and the first version fits the way the teams we work with sell rather than every sales team. The claim is that it saves time on the ordinary sales process and raises conversion because the process is faster; we have not measured either, so this page carries no figures. What we'd do differently: the agency side started as its own app and had to be folded back into the CRM, and the deals board is on its second implementation. Both were scoped before the workflow they serve had settled.

All projects