CRM Setup: Step-by-Step Configuration Guide for Agencies

A CRM configured in the wrong order creates cleanup work later. This is the sequence our team follows on every new build.

1. Define your pipelines first

Map every stage a lead moves through before building anything else — pipelines are the backbone every automation will hook into.

2. Set up compliant messaging

Register your A2P 10DLC brand and campaign before sending a single SMS. Skipping this step is the single most common cause of delivery issues.

3. Configure lead routing

Decide how leads get assigned — round robin, by source, or by rep availability — before automations start moving leads through the pipeline.

4. Build your calendar system

One calendar per service line, with buffer times and reminder sequences configured so no-shows drop before you ever run an ad.

5. Layer in automation last

Only once the structure is solid should automations be layered on top — trying to automate a pipeline that isn't finalized just means rebuilding it twice.