Siftex CRM & Marketing Automation Migration
Led the migration of a custom connector manufacturer from Microsoft Dynamics to a modern CRM and marketing automation system. Built sophisticated lead routing, scoring, and nurture programs that increased sales efficiency and enabled cross-product sales discovery for their 30,000-contact database and 4-person sales team.
The Challenge
Siftex, a manufacturer of custom connectors helping industrial companies connect machines and minimize waste, was operating on an antiquated Microsoft Dynamics system. The legacy platform lacked modern CRM capabilities, marketing automation tools, and efficient lead management—forcing the sales team to manually route leads and track engagement without systematic scoring or nurture capabilities.
The team needed to transition their operations to the new system while maintaining business continuity. With custom field values that couldn't be directly mapped from the old platform and a 4-person sales team dependent on lead flow, we needed to "drive the bus while building the engine". We implemented routing rules, lead scoring, and automation workflows while simultaneously migrating contacts and establishing new operational processes.
System Transformation
From legacy platform limitations to modern CRM and marketing automation capabilities.
Microsoft Dynamics
Legacy System- Manual lead routingSales team manually assigned leads without automation or territory logic
- No marketing automationEmail campaigns managed externally and lists imported via CSV with no behavioral tracking
- Limited engagement visibilityNo lead scoring, activity tracking, or automated task creation for sales
- Siloed customer dataCustomers segmented by single product lines, missing cross-sell opportunities
- Unmappable custom fieldsLegacy data structure and fields made direct import/export nearly impossible
SharpSpring + WordPress
Modern Platform- Intelligent lead routingAutomated assignment based on location, industry, company size, and falling back on a round-robin distribution
- Integrated marketing automationEmail campaigns, behavioral tracking, and always-on nurture sequences
- Behavioral lead scoringAutomated sales tasks triggered by forms, engagement thresholds and content interaction
- Cross-product visibilityNurture and education programs exposed customers to full product portfolio
- Lifecycle automationCreated proactive re-order communication tasks and fulfillment communication tasks to reduce friction with rushed orders
Technical Implementation
Worked with sales team to understand internal processes and build a sophisticated routing logic, lead scoring system, and task infrastructure while managing the migration from legacy platform.
Lead Routing System
Built multi-criteria routing to assign leads to appropriate sales team members based on geographic location and company size. Implemented round-robin distribution within territories to balance workload across 4 sales staff while maintaining account continuity.
Lead Scoring & Task Automation
Developed behavioral scoring model tracking engagement with content, email interaction, and website activity. Created automated task workflows triggering sales actions at specific score thresholds, ensuring timely follow-up with engaged prospects.
Nurture Program Architecture
Designed always-on nurture sequences routing leads based on time in system, industry vertical, and ownership assignment. Built product promotion campaigns (5-10 per month) exposing customers to full product portfolio beyond their initial purchase category.
Data Migration & Field Mapping
Managed migration of 30,000 contacts from Microsoft Dynamics 4.0 to SharpSpring despite unmappable custom field structures. Developed new data architecture and established field mapping protocols to preserve critical customer information during transition.
Sales Operations & Lifecycle Management
Built comprehensive automation supporting the entire customer lifecycle from lead capture through fulfillment and reorder.
Multi-factor Routing
Automated lead assignment by geographic territories, company size, industry and existing account relationships, and then implemented a round-robin logic to balance distribution while ensuring customers maintained consistent sales rep contacts.
Lifecycle-Driven Tasks
Scoring thresholds triggered specific sales tasks for high-engagement leads, while lifecycle moments (restock notifications, technical drawing preparation, product feedback etc.) created customer specific tasks. This automated task creation reduced response time and improved lead conversion rates.
Proactive Reorder Reminders
Created automated reorder task workflows based on customer purchase history and typical replenishment cycles. Proactive outreach reduced rush charges, improved customer satisfaction, and maintained predictable pipeline velocity for sales team.
Fulfillment Communication
Automated post-purchase communication keeping customers informed throughout fulfillment process. Status update workflows reduced inbound inquiries and set expectations, improving CSAT while freeing customer success team for higher-value interactions.
Results & Impact
The modern CRM and marketing automation infrastructure transformed sales efficiency and customer engagement.
Successfully transitioned entire database to modern platform
Industry and lifecycle-based automated sequences
Automated routing and task management for entire team
Product promotions driving cross-sell discovery
Additional Outcomes
- Increased sales response time through automated lead routing and engagement-triggered tasks
- Drove revenue growth as customers discovered full product portfolio through regular nurture communication
- Enabled cross-product sales to existing customers who had been supplied single product lines for years
- Improved sales efficiency with automated task creation moving deals from pipeline through fulfillment
- Reduced rush charges and increased CSAT through proactive reorder reminders and fulfillment updates
- Maintained business continuity during migration from legacy system to modern platform