CRM PRD: Unified Campaign & Lead Management Platform

Problem Statement

Core Problem: Businesses face fragmented lead and campaign management systems, resulting in inefficient targeting, missed engagement opportunities, and difficulty tracking ROI. Marketing, sales, and leadership teams lack a single source of truth for campaign performance and lead progress, leading to higher acquisition costs and lower conversion rates.

Specific Pain Points:

• Email Engagement Crisis: Emails landing in spam, poor send time optimization, frequency fatigue
• Content Relevance Gap: Generic messaging that doesn't resonate with different industry segments
• Multi-Channel Fragmentation: Disconnected touchpoints across webinars, conferences, and email campaigns
• Response Failures: Slow lead follow-up, missed re-engagement opportunities
• Analytics Blindness: Focus on vanity metrics without measuring true business impact

Current State Issues: Manual processes using Excel and basic email senders create tracking nightmares, prevent proper funnel creation, and make lead management nearly impossible at scale.

Why This Problem Matters & Strategic Connections

Revenue Growth Impact: This CRM initiative directly supports company revenue growth targets by:

• Improving lead conversion efficiency (targeting 20% MQL→SQL improvement)
• Reducing customer acquisition costs (targeting 15% CAC reduction)
• Accelerating sales velocity through better lead handoffs
• Enabling data-driven marketing spend optimization

Strategic Alignment:

• Short-term: Immediate operational efficiency and cost reduction
• Medium-term: Scalable growth foundation for market expansion
• Long-term: Data-driven customer lifecycle optimization and predictive analytics capabilities

Flow Diagram

Link - user flow crm

Pain Points - Pain point flow

Business Use Cases

Executive Leadership Use Cases

Revenue Forecasting & Planning

Scenario 1: Quarterly Board Meeting Preparation

• Context: CEO needs to present Q4 revenue projections to board of directors
• Current Pain: Scattered data across Excel sheets, email reports, and sales team updates
• CRM Solution: Real-time executive dashboard showing:
• • Current pipeline value: $2.3M with 68% confidence score
  • Historical conversion rates by source: Trade shows (45%), Webinars (32%), Cold outreach (12%)
  • Predicted Q4 revenue: $1.8M ± $200K based on current trajectory
• Business Impact: Accurate forecasting enables better resource allocation and investor confidence

Scenario 2: Budget Planning for Next Year

• Context: CMO needs to justify $500K marketing budget increase
• Current Pain: Can't prove ROI of current marketing spend
• CRM Solution: Historical ROI analysis showing:
• • Email campaigns: $8 revenue per $1 spent
  • Trade show participation: $12 revenue per $1 spent
  • Webinar series: $15 revenue per $1 spent
• Business Impact: Data-driven budget allocation increases overall marketing ROI by 25%

Strategic Decision Making

Scenario 3: Market Expansion Decision

• Context: Deciding whether to expand from Water utilities to Electric utilities
• Current Pain: No visibility into lead quality differences by industry
• CRM Solution: Segmentation analysis reveals:
• • Water utility leads: 28% conversion rate, $45K average deal size
  • Electric utility leads: 35% conversion rate, $62K average deal size
  • Gas utility leads: 22% conversion rate, $38K average deal size
• Business Impact: Prioritizes Electric utility expansion, projected 40% revenue increase

Scenario 4: Sales Team Scaling

• Context: Determining if/when to hire additional sales reps
• Current Pain: Don't know if current team is maxed out or underperforming
• CRM Solution: Sales performance analytics showing:
• • Current team handling 450 leads/month with 18% conversion
  • Lead volume growing 15% monthly
  • Optimal leads per rep: 85/month for maximum conversion
• Business Impact: Data shows need for 2 additional reps by Q2, prevents bottleneck

Marketing & Operations Use Cases

Campaign Orchestration & Management

Scenario 1: Industry-Specific Product Launch

• Context: Launching new water management software, need targeted campaign
• Current Pain: Generic campaigns get low engagement, can't personalize at scale
• CRM Solution:
• • Segment 2,500 water utility contacts from database
  • Create personalized email sequence with water-specific case studies
  • Trigger follow-up based on engagement: opened email → send case study, clicked link → schedule demo call
  • Cross-channel coordination: webinar for engaged leads, direct mail for high-value prospects
• Business Impact: 45% engagement rate (vs. 12% with generic campaigns), 180 demo requests

Scenario 2: Event-Driven Campaign Automation

• Context: Company exhibiting at DistribuTECH conference, need integrated follow-up
• Current Pain: Conference leads sit in spreadsheet for weeks, no systematic follow-up
• CRM Solution:
• • Pre-event: Email sequence to registered attendees about booth visit
  • During event: Quick lead capture via mobile app, automatic tagging by interest level
  • Post-event: Automated sequence within 24 hours:
  • • High interest → Personal call from sales rep
    • Medium interest → Product demo email series
    • Low interest → Newsletter subscription with quarterly check-ins
• Business Impact: 65% of conference leads engaged within 48 hours, 23% conversion to opportunities

Lead Nurturing & Lifecycle Management

Scenario 3: Long Sales Cycle Management

• Context: Utility software sales typically take 6-18 months, need sustained engagement
• Current Pain: Leads go cold during long sales cycles, no systematic touchpoints
• CRM Solution: Automated nurture sequence triggered by lead score and behavior:
• • Month 1-2: Educational content about industry trends
  • Month 3-4: Product-focused content and case studies
  • Month 5-6: ROI calculators and implementation guides
  • Behavioral triggers: If lead downloads 3+ resources → assign to sales rep
• Business Impact: 40% more leads stay engaged through full cycle, 25% faster deal closure

Scenario 4: Re-engagement Campaigns

• Context: 3,000 dormant leads haven't engaged in 6+ months
• Current Pain: These leads just sit in database consuming marketing spend
• CRM Solution: Tiered re-engagement approach:
• • Tier 1: "We miss you" campaign with special offer
  • Tier 2: Survey about changing needs and priorities
  • Tier 3: Final attempt with industry report
  • Tier 4: Unsubscribe and clean from active campaigns
• Business Impact: Reactivates 15% of dormant leads, reduces email costs by cleaning 60% inactive contacts

Performance Optimization & Testing

Scenario 5: Email Deliverability Crisis

• Context: Email open rates dropped from 28% to 12% over 2 months
• Current Pain: No visibility into what's causing the decline
• CRM Solution: Comprehensive analysis reveals:
• • Sender reputation issues from high bounce rate
  • Subject lines triggering spam filters
  • Send time optimization shows 2pm sends perform 40% better than 9am
• Business Impact: Implements changes that restore open rates to 32% within 6 weeks

Sales & Revenue Use Cases

Lead Qualification & Prioritization

Scenario 1: High-Volume Lead Management

• Context: Sales rep receives 50+ leads per week, can't effectively prioritize
• Current Pain: Treats all leads equally, wastes time on low-quality prospects
• CRM Solution: AI-powered lead scoring considering:
• • Company size (>500 employees = +20 points)
  • Industry type (Water utilities = +15 points)
  • Engagement level (Downloaded 3+ resources = +25 points)
  • Budget authority (Decision maker = +30 points)
• Business Impact: Rep focuses on top 20% of leads, conversion rate increases from 15% to 34%

Scenario 2: Territory Management

• Context: Regional sales manager oversees 5 reps covering different states
• Current Pain: No visibility into lead distribution fairness or rep performance
• CRM Solution: Territory dashboard showing:
• • Lead distribution: Rep A (45 leads), Rep B (52 leads), Rep C (38 leads)
  • Quality metrics: Average lead score by rep
  • Performance tracking: Conversion rates and deal velocity by territory
• Business Impact: Identifies Rep C needs more high-quality leads, Rep A needs coaching on conversion

Deal Management & Pipeline Tracking

Scenario 3: Quarterly Pipeline Review

• Context: Sales director needs accurate Q3 pipeline for board presentation
• Current Pain: Reps provide optimistic forecasts, no objective data
• CRM Solution: Pipeline analytics showing:
• • $3.2M total pipeline with probability weighting = $1.8M realistic forecast
  • Stage-by-stage conversion rates: Demo (35%), Proposal (65%), Negotiation (80%)
  • Risk analysis: 6 deals stalled in proposal stage for >30 days
• Business Impact: Accurate forecasting and focused attention on stalled deals recovers $400K

Scenario 4: Customer Success & Expansion

• Context: Existing customer showing low engagement, risk of churn
• Current Pain: No early warning system for at-risk accounts
• CRM Solution: Customer health scoring based on:
• • Product usage metrics (declining logins)
  • Support ticket volume (increasing issues)
  • Engagement with renewal communications (no response)
  • Triggers automatic alert to customer success team
• Business Impact: Proactive intervention saves 78% of at-risk accounts, increases renewal rates

Cross-Team Collaboration

Scenario 5: Marketing-Sales Handoff

• Context: Marketing qualified lead needs smooth transition to sales
• Current Pain: Critical context lost in handoff, leads go cold
• CRM Solution: Comprehensive lead handoff package includes:
• • Complete engagement history: emails opened, content downloaded, webinars attended
  • Lead scoring breakdown: demographic (45 points) + behavioral (62 points) = 107 total
  • Recommended next action: Schedule demo call within 48 hours
  • Context notes: Interested in water leak detection, mentioned budget of $75K
• Business Impact: Sales reps have full context, conversion from marketing qualified to sales qualified leads increases 45%

Cross-Functional Scenarios

Crisis Management

Scenario 6: Product Issue Communication

• Context: Software bug affects 30% of customers, need immediate communication
• Current Pain: No way to quickly identify and contact affected customers
• CRM Solution:
• • Query database for customers using affected feature
  • Segment by severity of impact (daily users vs. occasional users)
  • Launch targeted communication campaign:
  • • Critical users: Personal call from customer success
    • Regular users: Detailed email with workaround
    • Occasional users: Brief notification about upcoming fix
• Business Impact: Proactive communication prevents churn, maintains customer trust

Competitive Intelligence

Scenario 7: Competitor Analysis

• Context: New competitor entering market, need to understand threat level
• Current Pain: No systematic way to track competitive losses
• CRM Solution:
• • Track lost deal reasons in CRM
  • Identify patterns: 23% of losses to new competitor in Q2
  • Analyze lost deals: primarily mid-market water utilities, price-sensitive
  • Develop targeted retention campaigns for similar prospects
• Business Impact: Develops competitive response strategy, reduces losses by 40%

Regulatory Compliance

Scenario 8: Industry Regulation Changes

• Context: New EPA regulations affect water utility customers
• Current Pain: No way to quickly identify and educate affected customers
• CRM Solution:
• • Segment water utility customers by region (regulation varies by state)
  • Create compliance-focused campaign highlighting how product helps
  • Track engagement to identify customers needing additional support
  • Generate compliance report for auditing purposes
• Business Impact: Positions company as compliance partner, drives $300K in additional services revenue

Guard Rails & Guiding Principles

Recommended Technical Constraints

• Data Privacy: GDPR/CCPA compliance for lead data handling
• Scalability: Architecture must support 10x growth in lead volume
• Integration-First: API-driven design for future tool connections
• Mobile-Responsive: All workflows accessible on mobile devices

Design Principles

• Simplicity: Intuitive interfaces that require minimal training
• Automation: Reduce manual work while maintaining personalization
• Transparency: Clear audit trails for all lead interactions
• Flexibility: Customizable workflows for different business needs

Budget Considerations (Choose your constraints)

• Option A: Cost-effective solution under $50K initial investment
• Option B: Mid-range solution $50K-$150K with advanced features
• Option C: Enterprise-grade solution $150K+ with full customization

Solution Spaces and Tradeoffs

Approaches Considered

1. Continue with Excel + Email Tools

• ✅ Low cost, familiar to team
• ❌ No scalability, poor tracking, manual processes, high error rate

2. Adopt Existing CRM (HubSpot/Salesforce)

• ✅ Proven solutions, extensive features
• ❌ High cost, over-complexity, long implementation time

3. Build Unified Custom CRM (Selected Approach)

• ✅ Tailored to exact needs, cost-effective, full control
• ❌ Development time, maintenance responsibility, feature gaps initially

Key Tradeoffs Made

• Build vs. Buy: Choosing custom development for perfect fit vs. faster deployment
• Feature Completeness: Single comprehensive release vs. iterative MVP approach
• Integration Depth: Deep SendGrid integration vs. multi-vendor email support

Solution Definition

Core Value Proposition

A unified CRM platform that centralizes campaign management, automates lead engagement, and provides real-time ROI tracking to improve conversion rates and reduce customer acquisition costs.

Key Capabilities

1. Centralized Lead Database: Single source of truth for all prospect information
2. Automated Campaign Workflows: Multi-channel campaign orchestration and follow-up
3. Intelligent Lead Scoring: Priority-based lead routing and engagement tracking
4. Real-time Analytics: ROI dashboards and performance monitoring
5. Seamless Handoffs: Marketing-to-sales lead transition workflows

Systems Overview of Solution

Architecture Components

┌─────────────────┐    ┌─────────────────┐    ┌─────────────────┐

│   Web Frontend  │    │  Mobile App     │    │   Admin Panel   │

│   (React/Vue)   │    │   (Optional)    │    │   (Management)  │

└─────────┬───────┘    └─────────┬───────┘    └─────────┬───────┘

          │                      │                      │

          └──────────────────────┼──────────────────────┘

                                 │

┌─────────────────────────────────┼─────────────────────────────────┐

│                    API Gateway / Load Balancer                    │

└─────────────────────────────────┼─────────────────────────────────┘

                                 │

┌─────────────────┐    ┌─────────┴───────┐    ┌─────────────────┐

│  Campaign       │    │   Core CRM      │    │   Analytics     │

│  Management     │    │   Service       │    │   Service       │

│  Service        │    │                 │    │                 │

└─────────┬───────┘    └─────────┬───────┘    └─────────┬───────┘

          │                      │                      │

          └──────────────────────┼──────────────────────┘

                                 │

┌─────────────────────────────────┼─────────────────────────────────┐

│                         Database Layer                           │

│  ┌─────────────────┐   ┌─────────────────┐   ┌─────────────────┐ │

│  │   Lead Data     │   │  Campaign Data  │   │  Analytics Data │ │

│  │   (PostgreSQL)  │   │  (PostgreSQL)   │   │   (ClickHouse)  │ │

│  └─────────────────┘   └─────────────────┘   └─────────────────┘ │

└─────────────────────────────────────────────────────────────────┘

                                 │

┌─────────────────────────────────┼─────────────────────────────────┐

│                    External Integrations                         │

│  ┌─────────────────┐   ┌─────────────────┐   ┌─────────────────┐ │

│  │   SendGrid      │   │   PostHog       │   │  Future APIs    │ │

│  │   (Email)       │   │   (Analytics)   │   │  (Extensible)   │ │

│  └─────────────────┘   └─────────────────┘   └─────────────────┘ │

└─────────────────────────────────────────────────────────────────┘

Components of Solution

1. Lead Management System

• Lead Capture: Web forms, import tools, API endpoints
• Lead Scoring: Behavioral and demographic scoring algorithms
• Lead Routing: Automated assignment based on criteria
• Lead History: Complete interaction timeline and context

2. Campaign Management System

• Campaign Builder: Drag-and-drop workflow designer
• Multi-Channel Orchestration: Email, SMS, social media coordination
• Template Library: Industry-specific content templates
• A/B Testing Framework: Split testing for all campaign elements

3. Analytics & Reporting Engine

• Real-time Dashboards: Role-based performance views
• ROI Tracking: Campaign cost vs. revenue attribution
• Conversion Funnels: Lead journey visualization
• Predictive Analytics: Lead scoring and forecasting models

4. Automation Engine

• Workflow Builder: Visual automation designer
• Trigger Management: Event-based campaign activation
• Personalization Engine: Dynamic content based on lead attributes
• Follow-up Sequences: Automated nurture campaigns

5. Integration Layer

• SendGrid Integration: Email delivery and tracking
• PostHog Integration: Event tracking and analytics
• API Gateway: RESTful APIs for future integrations
• Data Sync: Automated data flow between systems

Success Criteria

Primary Metrics (12-month targets)

• Conversion Improvement: 20% increase in MQL → SQL conversion rate
• Cost Reduction: 15% reduction in Customer Acquisition Cost (CAC)
• Engagement Growth: 25% increase in campaign engagement rates
• Response Speed: 30% reduction in average lead response time

Secondary Metrics

• User Adoption: 95% active usage across marketing and sales teams
• Data Quality: 99% lead data completeness and accuracy
• Campaign Efficiency: 40% reduction in campaign setup time
• Revenue Attribution: 80% of closed deals tracked to marketing source

Leading Indicators (3-month milestones)

• System Adoption: 100% team onboarding within 30 days
• Lead Volume: 50% increase in qualified leads entering system
• Campaign Velocity: 60% faster campaign creation and launch
• Data Consolidation: 100% of historical lead data migrated successfully

Estimated Impact

Financial Impact (Annual)

• Revenue Growth: $500K-$1M additional revenue from improved conversion
• Cost Savings: $200K-$400K reduction in marketing waste and manual labor
• Efficiency Gains: $150K-$300K value from time savings across teams
• ROI: 300-500% return on investment within 18 months

Operational Impact

• Lead Management: 10x improvement in lead tracking and follow-up
• Campaign Performance: 50% better campaign ROI visibility
• Team Productivity: 40% reduction in manual administrative tasks
• Decision Making: Real-time data for faster strategic pivots

Sequencing/Phasing Strategy

Single-Phase Approach Rationale

Why One Phase:

• Team is small enough to handle comprehensive training simultaneously
• Current Excel/email system is completely inadequate - partial solution won't help
• Fragmented rollout would create data silos and user confusion
• Budget and timeline support full implementation

Implementation Sequence (Within Single Phase)

Week 1-2: Foundation Setup

• Database design and core infrastructure
• User authentication and role management
• Basic lead import functionality

Week 3-6: Core CRM Features

• Lead management system
• Campaign creation tools
• SendGrid integration
• Basic reporting dashboards

Week 7-10: Automation & Analytics

• Workflow automation engine
• Advanced analytics and ROI tracking
• A/B testing framework
• Mobile responsiveness

Week 11-12: Testing & Launch

• Comprehensive QA and user testing
• Data migration from Excel systems
• Team training and go-live
• Post-launch monitoring and optimization

Phase 1 Component Detailing / Functional Requirements

Lead Management Module

Core Functions:

• Lead creation (manual, import, API)
• Lead profile management (contact info, company details, interaction history)
• Lead scoring (behavioral + demographic algorithms)
• Lead assignment and routing rules
• Lead status tracking and pipeline management

User Stories:

• As a marketer, I want to import leads from various sources so I can centralize all prospect data
• As a sales rep, I want to see lead engagement history so I can personalize my outreach
• As a manager, I want automated lead scoring so we focus on the highest-potential prospects

Campaign Management Module

Core Functions:

• Campaign creation wizard with templates
• Multi-channel campaign orchestration (email primary, extensible)
• Contact segmentation and targeting
• Campaign scheduling and automation
• Performance tracking and reporting

User Stories:

• As a marketer, I want to create targeted campaigns for different industry segments
• As an ops manager, I want to automate follow-up sequences to reduce manual work
• As leadership, I want to see which campaigns drive the most qualified leads

Analytics & Reporting Module

Core Functions:

• Real-time performance dashboards
• Campaign ROI analysis and attribution
• Lead conversion funnel visualization
• Custom report builder
• Automated report scheduling

User Stories:

• As an executive, I want a high-level dashboard showing revenue pipeline and growth trends
• As a marketer, I want to track email open rates, click-through rates, and conversion metrics
• As sales, I want to understand which marketing activities influenced my closed deals

Automation Engine

Core Functions:

• Visual workflow designer
• Trigger-based automation (time, behavior, score changes)
• Dynamic content personalization
• Automated follow-up sequences
• Integration with external tools (SendGrid)

User Stories:

• As a marketer, I want to automatically nurture leads based on their engagement behavior
• As sales, I want hot leads automatically prioritized and assigned to me
• As ops, I want to automate data updates across systems to maintain accuracy

Instrumentation Requirements

Event Tracking (PostHog Integration)

User Behavior Events:

• User login/logout activities
• Page views and navigation patterns
• Feature usage and adoption rates
• Campaign creation and modification events
• Lead interaction and status changes

Business Logic Events:

• Lead score changes and thresholds
• Campaign performance milestones
• Conversion events across the funnel
• ROI calculations and updates
• System errors and performance issues

Custom Analytics:

• A/B test result tracking
• User engagement heatmaps
• Feature adoption funnels
• Campaign effectiveness metrics
• Lead lifecycle progression tracking

Data Collection Strategy

• Real-time Events: Critical user actions and business events
• Batch Processing: Historical analysis and reporting data
• Privacy Compliance: GDPR/CCPA compliant data collection
• Data Retention: 2-year retention for analysis, 7-year for compliance

Non-Functional Requirements

Performance Requirements (Recommended)

• Response Time: 95% of API calls under 200ms, 99% under 500ms
• Concurrent Users: Support 100 simultaneous users with <2s page load
• Database Performance: Complex queries execute in <5 seconds
• Email Throughput: 10,000 emails per hour via SendGrid integration

Scalability Requirements

• Lead Volume: Handle 1M+ leads without performance degradation
• Campaign Scale: Support 100+ simultaneous campaign executions
• Data Growth: Accommodate 50% annual growth in data volume
• User Growth: Scale to 500+ users across multiple teams

Security Requirements (Recommended)

• Authentication: Multi-factor authentication for all users
• Authorization: Role-based access control with granular permissions
• Data Encryption: AES-256 encryption for data at rest and in transit
• Audit Logging: Complete audit trail for all data modifications
• API Security: Rate limiting and API key management

Reliability Requirements

• Uptime: 99.5% availability during business hours
• Backup: Daily automated backups with 4-hour recovery time
• Monitoring: Real-time alerting for system issues
• Disaster Recovery: Complete system recovery within 24 hours

GTM (Go-to-Market Strategy)

Launch Strategy: Big Bang Approach

Rationale: Simultaneous rollout to all teams ensures consistent data and prevents workflow fragmentation

Pre-Launch (2 weeks before)

• Data Migration: Complete transfer from Excel systems
• User Training: Comprehensive training sessions for all personas
• Documentation: User guides, video tutorials, FAQ creation
• Support Setup: Help desk preparation and escalation procedures

Launch Week

• Day 1: Marketing team activation and first campaigns
• Day 3: Sales team access and lead handoff processes
• Day 5: Executive dashboard activation and reporting
• Ongoing: Daily check-ins and issue resolution

Post-Launch (First 30 days)

• Week 1: Intensive user support and issue resolution
• Week 2: Performance monitoring and optimization
• Week 3: Advanced feature training and adoption
• Week 4: Success metrics review and process refinement

Training & Change Management Strategy (Recommended)

Training Approach:

• Role-specific training: 2-hour sessions for each persona
• Hands-on workshops: Practice with real data scenarios
• Champion Program: Power users in each team for peer support
• Ongoing Education: Monthly feature updates and best practice sharing

Change Management:

• Communication Plan: Regular updates on benefits and progress
• Quick Wins: Highlight immediate improvements to build confidence
• Feedback Loops: Weekly feedback sessions and rapid issue resolution
• Success Celebrations: Recognize teams showing strong adoption

Success Metrics Timeline (Recommended)

30-Day Metrics:

• 100% user onboarding completion
• 90% daily active usage rate
• 50% of historical campaigns migrated
• 95% data quality score

90-Day Metrics:

• 15% improvement in lead response time
• 10% increase in campaign engagement
• 85% user satisfaction score
• 100% of processes migrated from Excel

180-Day Metrics:

• 20% improvement in conversion rates
• 10% reduction in CAC
• 95% campaign ROI visibility
• Advanced feature adoption >60%

A/B Testing Strategy

Testing Framework

Campaign Elements to Test:

• Subject lines and email content
• Send time optimization
• Segmentation strategies
• Call-to-action placement and copy
• Landing page designs
• Follow-up sequence timing

User Experience Testing:

• Dashboard layout and information hierarchy
• Navigation patterns and workflow efficiency
• Mobile vs. desktop usage patterns
• Feature discoverability and adoption
• Onboarding flow effectiveness

Testing Methodology

Statistical Approach:

• Minimum 95% confidence level for all tests
• Sample size calculations for meaningful results
• A/A testing to validate framework accuracy
• Multi-variate testing for complex interactions

Success Criteria for Each Test:

• Email Campaigns: Open rates, click-through rates, conversion rates
• User Interface: Task completion time, error rates, user satisfaction
• Workflows: Process efficiency, user adoption, outcome quality
• Features: Usage frequency, user retention, business impact

Dependencies

Internal Dependencies

Marketing Team:

• Content creation for email templates and campaigns
• Segmentation criteria and targeting rules definition
• Historical campaign data and performance benchmarks
• User acceptance testing and feedback

Sales Team:

• Lead qualification criteria and scoring inputs
• Sales process workflows and handoff requirements
• CRM usage patterns and reporting needs
• Integration with existing sales tools

IT/Operations:

• Server infrastructure and hosting environment
• Data backup and security protocols
• User account management and permissions
• Technical support and maintenance procedures

External Dependencies

SendGrid Integration:

• API access and authentication setup
• Email template migration and testing
• Delivery and bounce handling configuration
• Webhook setup for engagement tracking

PostHog Analytics:

• Event tracking implementation
• Dashboard and funnel configuration
• Custom analytics and reporting setup
• Data privacy and compliance validation

Risk Mitigation

Dependency Risks:

• SendGrid API changes or service interruptions
• Internal team availability during launch period
• Data quality issues during migration
• User adoption resistance to new processes

Mitigation Strategies:

• Backup email service provider identified
• Cross-training team members on system usage
• Comprehensive data validation procedures
• Extensive change management and support

Stakeholder Mapping

Primary Stakeholders

Executive Leadership (Decision Makers)

• CEO/CRO: Revenue impact and strategic alignment
• CMO: Marketing efficiency and campaign performance
• Sales Director: Lead quality and conversion improvements
• CFO: ROI measurement and cost control

Secondary Stakeholders

Operational Teams (Daily Users)

• Marketing Managers: Campaign creation and management
• Sales Representatives: Lead follow-up and conversion
• Operations Managers: Process automation and efficiency
• Data Analysts: Reporting and performance tracking

Supporting Stakeholders

Technical & Support (Enablers)

• IT Administrator: System integration and maintenance
• Customer Success: User training and adoption
• Product Manager: Feature prioritization and roadmap
• External Vendors: SendGrid, PostHog integration support

Communication Plan

Executive Updates: Monthly strategic reviews and ROI reports Operational Updates: Weekly performance metrics and issue resolution Technical Updates: Real-time system status and maintenance notifications Training Updates: Ongoing feature education and best practice sharing

Success Metrics by Stakeholder

Executives: Revenue growth, cost reduction, strategic KPIs Marketing: Campaign performance, lead quality, efficiency gains Sales: Lead conversion, response times, pipeline visibility Operations: Process automation, data quality, user satisfaction

---

This comprehensive PRD provides the foundation for a unified CRM platform that addresses current pain points while supporting future growth and scalability.