Overview
Company: Grupo Criolani
Industry: Agricultural Machinery & Equipment (B2B)
Tools Used: CRM System (Bitrix24), Wix CMS, Google Ads, Meta Ads, GA4, Looker Studio
As the only marketing professional within the commercial team, I played a key role in supporting the implementation and structuring of a CRM system, contributing to the development of a scalable sales funnel and improving how leads were captured, managed, and converted.
The Context
At the time, the company did not have a CRM system in place, and lead management was handled through informal and manual processes.
This resulted in:
- Disorganized lead tracking (spreadsheets, individual follow-ups)
- No visibility into pipeline stages or deal status
- Inconsistent follow-up depending on each sales rep
- No centralized customer database
- Limited alignment between marketing and sales
In a B2B environment with high-value products and long sales cycles, this lack of structure led to missed opportunities and inefficiencies in the sales process.
Objective
To help transition from an unstructured process to a more scalable and data-driven system, by:
- Improving CRM organization and usability
- Supporting the definition of a structured sales funnel
- Enhancing lead segmentation and tracking
- Aligning marketing efforts directly with sales needs
My Role & Ownership
I worked as the sole marketing resource embedded within the sales team, which allowed for direct alignment with commercial objectives.
Key Responsibilities:
- Managed and structured CRM data
- Contributed to defining funnel stages and logic
- Designed segmentation strategies for leads and customers
- Connected CRM data with paid media campaigns
- Supported lead qualification and handoff to sales
- Provided insights based on campaign and user behavior
This setup enabled real-time feedback between marketing and sales, improving decision-making and execution speed.
CRM Structuring & Evolution
The CRM evolved from a basic contact database into a functional tool supporting both marketing and sales processes.
Key Contributions:
Data Structuring
- Standardized lead and customer information
- Organized contacts based on lifecycle stage and interest
Funnel Support
- Helped define and organize leads across funnel stages
- Improved visibility of lead progression
Campaign Integration
- Used CRM data for audience segmentation in Meta Ads and Google Ads
- Enabled retargeting strategies based on behavior
Sales Funnel (Collaboratively Defined)
Download the full operational framework (PDF)
Stage 1: Lead Acquisition
Description: Entry point where all potential customers are captured and registered in the CRM.
Actions:
- Capture leads from multiple sources:
- Google Ads
- Meta Ads
- Agrofy / Agroads marketplaces
- Direct inquiries (phone, WhatsApp, email)
- Existing sales reps’ contacts (portfolio / previous clients)
- Register lead data in CRM
- Identify and assign lead source
- Initial data enrichment (if available)
Stage 2: Initial Contact
Description: First interaction with the lead, ideally within the first hour.
Actions:
- Contact lead via Phone or WhatsApp
- Rapid response (target: within 1 hour)
- Confirm interest and basic need
- Log interaction in CRM
- Schedule follow-up if needed
Stage 3: Qualification
Description: Evaluate the lead based on the information obtained during contact.
Actions:
- Assess level of interest and intent
- Gather key information (needs, timing, budget if possible)
- Classify lead (qualified / not qualified / pending contact)
- If no contact is achieved:
- Schedule future follow-ups
- Move lead to re-engagement flow (email marketing / nurturing)
Stage 4: Quotation & Proposal
Description: Preparation and delivery of a tailored offer.
Actions:
- Define product or solution based on needs
- Prepare quotation / budget
- Send proposal (email, WhatsApp, or direct contact)
- Follow up on proposal reception and feedback
Stage 5: Commercial Negotiation
Description: Alignment of final terms and conditions before closing.
Actions:
- Discuss pricing, financing, and payment conditions
- Handle objections
- Adjust proposal if needed
- Confirm commercial agreement terms
Stage 6: Closing (Deal Won / Lost)
Description: Final stage where the sale is completed or the opportunity is closed.
Actions:
- Confirm agreement with the customer
- Finalize payment / invoicing process
- Mark deal as won or lost in CRM
- Register outcome and key insights
- Initiate post-sale follow-up (if applicable)
Results & Impact
- Improved lead organization and pipeline visibility
- Increased efficiency in audience targeting through segmentation
- Strengthened alignment between marketing and sales
- Delivered higher-quality leads to the commercial team
- Enabled more consistent follow-up processes
Key Learnings
- Embedding marketing within sales improves execution and impact
- CRM effectiveness depends on structure and usage, not just the tool
- Segmentation directly impacts campaign performance
- Clear funnel stages improve operational efficiency
- Data-driven decisions outperform intuition
Experience Earned
This experience demonstrates:
- CRM usage in a real B2B commercial environment
- Sales funnel structuring and optimization
- Strong marketing-sales alignment
- Data-driven decision making
- Ownership within a cross-functional team