Software and App Development Practical Use Case - TrouDigital

software app development use case Pipedrive

About the company

We are a young digital signage company based in Southampton, England. We provide cloud-based, drop-and-drag software that lets you create and remotely manage dynamic content across a network of screens. We work with a number of different sectors from retail and real estate to education and healthcare.

The company is comprised of four team members, three of which work within the sales team, and one who works within the computer software department.

Describe your sales process

Lead generation for us comes through inbound marketing channels like PPC and SEM, or through outbound, direct sales like cold calling

There are typically three key gates to closing a deal. 

  1. A salesperson gives a web demo of our software to a prospect
  2. A prospect signs up for a free trial of the platform
  3. A free trial that includes us sending out a demo media player so they can physically use digital signage for a couple of weeks before deciding whether to invest

Is your approach to sales a competitive advantage? If yes, how so? 

Our transparent, minimal commitment sales approach does offer a competitive advantage. We are flexible in that we allow prospects to independently explore our software on a free trial, or request a guided web demo. We are also unique in loaning out Android media players to warmer prospects on an extended free trial.

What did you use before switching to Pipedrive? 

Before Pipedrive, the administration associated with sales and lead generation was by far the largest headache we faced as a start-up. 

For a long time, we were prehistorically relying on Google Sheets and having to manually update everything. We ended up with different sheets for the different industries we worked with. The whole thing was overly complicated. Often required actions were missed altogether and sales were jeopardized. 

We did try a different CRM system, Prosperworks, but the team never took to it. The interface felt like overkill for our purposes and individuals complained it was only creating more work.

How did Pipedrive change the way you work? 

After signing up for our free trial, the first thing that we did was import all of our Google Sheets documents into Pipedrive, which proved to be an easy and quick process. 

After this, we created our own business appropriate work flow and differentiated which category our leads could be placed into.

How is your sales workflow different now that you are using Pipedrive? Are there any measurable improvements you can share?

Since using Pipedrive, our sales workflow has become much easier to operate and understand the extent of a deal. 

Leaving a comment on an activity has also resulted in us evaluating initial interest from potential clients, meaning that we can use our time better to contact leads that have drummed up more interest than others.

Did you find something in Pipedrive that you weren’t looking for but really liked?

The two-way email synchronization. 

When searching for a CRM system, this wasn’t a ‘must have’ for us. 

However, after seeing how easy it is to view emails directly from the Pipedrive, as well as being able to send out emails in the same manner, it has saved us a considerable amount of time that was spent going between CRM and email platforms.

Practical guidelines 

As mentioned previously, we customized our pipeline to best fit the most appropriate stages of a deal. 

We customized the pipeline into six different stages, ranging from an initial phone call to a proposal being made for a deal. 

The customization meant that we had an easy to access reference point when examining all deals, resulting in us being able to chase more leads and research more potential clients. 

This was something we were never able to represent on Google Sheets and never did effectively on Prosperworks.

Why the simplicity of Pipedrive is so important 

“Pipedrive is a simple and easy to use CRM platform that takes the headache away from sales administration, allowing you to reallocate time to actually making sales. The support provided by Pipedrive is also brilliant, with a help service easily accessed at all business times. If you are looking for something that has a simple user interface with a clear visual representation of business development, Pipedrive is the platform that you need to use. Even smaller businesses like our own will find it an affordable and frankly invaluable investment. It’s like hiring a superhuman sales administrator for a fraction of a salary!” - Lee Gannon

Pipedrive’s pipeline setup suggestions

Below you will find a range of suggestions and examples of how to set up software development pipelines based on customer feedback and the industry standard. We’ve also added a range of example pipeline stages. We have studied the way that successful customers in this industry use Pipedrive to come up with these best practice examples.

We hope you’ll use these as inspiration to get started and that they will go a long way towards the development of pipelines that serve your sales needs. You don't have to follow the ideas below exactly, but they should help you get some ideas on how to build the most productive pipeline for you.

Pipeline stages

Your current pipeline

  • Lead
  • Contact Made
  • Demo Scheduled
  • Proposal Made
  • In Negotiations

Set of suggestions: The following examples represent recurring pipeline stages for software and app development companies. You may not need to replicate all of them – simply use them as inspiration for improving your sales process.

Suggestion 1

  • Potential project
  • Contact madeProject confirmed
  • Proposal presented
  • Building project
  • Progress check
  • Project done
  • Training (if needed)

Suggestion 2

  • Lead in
  • Meeting client
  • Internal discussion
  • Negotiation
  • Start developing
  • First draft presented
  • Optimization
  • Final product presented
  • Onboarding

Suggestion 3

  • Incoming lead
  • Evaluation of lead
  • Qualified lead
  • Demo/Draft given
  • Contract signed
  • Development of project
  • Presenting final version
  • Training
  • Support

Multiple Pipelines

Examples of common multiple pipelines for Software and App Development companies:

  • Incoming leads
  • Partnerships
  • Mobile projects
  • Web projects
  • Trainings
  • Deals unqualified/rejected
  • Customer success
  • B2C

Custom Fields

Here are examples of custom fields that you might need for your Deals, Contacts and Organisation. Custom fields are useful for filtering data and ad-hoc reports:

  • Lead source (for Deal)
  • Website (for People/Organisation)
  • Linkedin (for People/Organisation)
  • Project duration (for Deal)
  • Difficulty (for Deal, numerical)
  • Analytics (for People/Organisation)
  • Verticals (for People/Organisation)
  • Competitor (for People/Organisation)

Custom Activity types

Software and app development companies have specific activities to complete in order to push deals forward. Here are some of the most frequently recurring ones:

  • Evaluation (defining an incoming project)
  • Alignment with Developers (salespeople might need to check customer’s wishes and potential changes with developers)
  • Demo (or Training)


As mentioned before, Filters can be a powerful tool if you have created relevant custom fields. You can create filters and export your reports through any list view. (Deal, People, Organisation)

  • Deals by Difficulty (all deals by a specific range of difficult you have given)
  • Deals in Development (All deals in Stage Development)
  • Deals by Project duration (All deals for which you have predicted a length through the relevant custom field)

Reports You Might Need

These are achievable through Filters in the List View or Statistic sections:

  • Deal Conversion rates of Users (in Statistics)
  • All won deals with a specific timeframe / Analytics / Agent (through Deals List view)
  • All lost deals (to find reasons/weakness/patterns, through Deals List view)
  • All Deals with specific Lead source (through Deals List view)
  • All Deals with Activity Demo scheduled (through Deals List view)

Integrations and Syncs

Here is a short list of integrations you might need:

  • Webforms, to collect customer’s queries
  • PandaDoc, for quotes and proposals
  • Trello, for Project management
  • Slack, for communication
  • Google syncs, for calendar, contacts, Drive

Mobile App

When you find yourself out of the office or on the road, here are a couple of actions you can perform through mobile app.

  • Logging calls
  • Writing notes right after a meeting
  • Informing developers about changes / Quickly updating info
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Manage Your Time With the Activity Calendar View
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Why (and How) Sales and Customer Service Teams Should Be Aligned