A Case Study on CRM Optimization, Workflow Automation & Revenue Growth.
Alex is the founder of a boutique investment advisory firm based in Singapore, specializing in working with high-net-worth individuals (HNWIs) and early-stage fintech companies. With over 15 years in investment banking, Alex built his business around long-term relationships, trust, and white-glove service.
But as his firm started growing rapidly, the very values he built the company on began to strain under the pressure.
The Growing Pains of a Fast-Scaling Finance Firm
Initially, Alex and his small team managed client interactions using spreadsheets, inbox folders, and daily meetings. It was personal, flexible, and manageable. However, as the number of clients increased, the system became overwhelmed and ultimately failed.
They started missing follow-ups, delays in onboarding became the norm, and revenue tracking turned into guesswork. Despite bringing in more team members, nothing seemed to fix the bottlenecks.
Alex realized that a total change in operations was necessary. That’s when he reached out to Ready Logic to help realign his firm with a scalable Revenue Operations (RevOps) strategy.
The Discovery Phase: Uncovering the Gaps
Our engagement began with a comprehensive Process Audit. We mapped out every internal workflow from lead capture to onboarding, and client management to compliance to diagnose the root causes of inefficiencies.
The findings were clear: while Alex’s team was capable, the systems were not.
1. No CRM Optimization in Place
They were storing client data in Excel sheets, making it hard to track engagement, deal stages, or historical touchpoints.
2. Unorganized Sales Funnel
Leads from various sources (LinkedIn, referrals, events) were handled manually without any visibility on progress or conversion.
3. High Manual Effort for Repetitive Tasks
Every follow-up, email sequence, and status update was handled by hand. Time-consuming. Error-prone.
4. Lack of Workflow Automation
Tasks like KYC, document requests, and proposal generation were managed over email. Without a centralized platform, delays were common and accountability was low.
The RevOps Framework: What We Built with Ready Logic
To transform operations and restore clarity, we designed a tailored RevOps strategy focused on CRM optimization, workflow automation, and sales funnel visibility. Our implementation relied on tried-and-tested tools and smart integrations.
The focus wasn’t merely on introducing new technology, but on bringing people, processes, and systems into alignment.
1. ClickUp as the Central Workflow Hub
We chose ClickUp as the command center for project and client management. Every process lead tracking, onboarding, KYC, and reporting was turned into a visual workflow.
Custom boards included:
Lead Management
Proposal Creation
KYC & Compliance
Onboarding Progress
Portfolio Review Calendar
2. ClickUp for Project and Client Management
To bring structure to client operations, we implemented ClickUp as the primary workflow management tool.
Key Lists Included:
Lead Management List: Tracks status, assigns reps, sets automated follow-up reminders.
Client Onboarding Workflow: Includes steps like KYC, document collection, contract signing.
Compliance Tracker: Deadline-based alerts for audits, financial reporting, and regulatory checks.
Portfolio Management Calendar: Schedules quarterly reviews, investment updates, and renewal opportunities.
Automation within ClickUp was set up to notify team members, assign tasks, and escalate delays freeing them from repetitive oversight.
3. Zapier for Follow-Up Automation
Using Zapier, we set up intelligent automation like:
Auto-reminders for meetings and document deadlines
Real-time Slack alerts when leads submitted forms
Follow-up emails triggered by funnel movement
4. AI-Powered Lead Scoring
A lightweight AI tool scored incoming leads based on engagement behavior prioritizing those most likely to convert. No more guessing who to call first.
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How We Digitalized the Process Step-by-Step
Once the framework was in place, we walked through each client-facing stage and automated it accordingly. Here’s how the new system worked:
Lead Management List
Leads entered the funnel through a Typeform embedded on the website. Using Zapier, each response created an item in the Lead Management board on ClickUp with pre-filled fields.
Each entry was assigned to a rep, tagged by prospect type (HNWI, startup, VC), and tracked with a qualification checklist. If action wasn’t taken within 24 hours, ClickUp triggered an alert and follow-up task.
Client Onboarding List
Once qualified, the lead moved to the onboarding list. Each task, KYC call, document upload, and agreement signing had deadlines and owners.
Automations triggered welcome emails, calendar invites, and status updates. This alone cuts down onboarding time by 40%.
Revenue Dashboard and Forecasting
With all client and sales data now centralized in ClickUp, we no longer need to sync with Google Sheets. We’ve built a real-time dashboard directly in ClickUp, providing visibility into key metrics such as:
Conversion rates
Sales velocity
Revenue by source
Forecast vs. actual revenue
This streamlined setup enables leadership to access up-to-date insights and make confident, data-driven decisions without relying on external tools.
Fixing Document Management and Compliance
In the investment world, compliance is non-negotiable. Alex’s team used to store signed PDFs in multiple folders hard to track, harder to retrieve.
So we built an automated document workflow:
Every new client got a Dropbox folder auto-generated
Signed agreements were synced from ClickUp to Dropbox
Compliance deadlines were tracked inside ClickUp with reminders
Now, documents are centralized, secure, and audit-ready.
Results That Mattered
Once the new system went live, the impact was fast and noticeable:
CRM Optimization Achieved
All client interactions, statuses, and notes were now centralized and easily searchable.
40% Faster Onboarding
Checklists, triggers, and templates streamlined the entire process.
25% Growth in Revenue Per Client
Segmented outreach and better follow-up timing opened doors for premium upsells.
100% Automated Client Communication
Follow-ups, check-ins, and proposals were timely, consistent, and error-free.
What Alex Learned From the RevOps Shift
Transitioning from manual to automated workflows wasn’t just a system upgrade, it was a mindset shift. Here’s what Alex took away:
You can’t scale a finance firm on spreadsheets.
Automation frees your team to focus on client strategy, not task tracking.
RevOps isn’t a project, it’s an ongoing discipline.
Looking Ahead
With CRM optimization and RevOps now embedded in the business, Alex’s firm is set up to grow with confidence. Teams are aligned, workflows are predictable, and clients experience a higher level of personalized service.
And the best part? Alex spends less time managing chaos and more time building client trust.
