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Internal Engineering Demonstration

Custom CRM Pipeline

Internal engineering demonstration. This is not a client deployment. All scenarios, figures and outcomes are illustrative and created to showcase NorthFlow Studio's technical approach.

Business challenge

  • Off-the-shelf CRMs forced teams into someone else's sales process.
  • Reporting didn't match how they actually sold.
  • Integrations were rigid.

Objectives

  • Pipeline view: Board matching the team's actual sales process, zero config workarounds
  • Automation: Follow-ups triggered automatically from stage changes
  • Reporting: Role-based views that match how the team actually sells

Architecture

CRM pipeline
Lead ──▶ Qualify ──▶ Opportunity │ ▼ Stage 1 → … → Won │ ▼ Activities log

Lead → opportunity → stage progression → activities.

pipeline.ts
function advanceStage(opp: Opportunity, stage: Stage) {
  opp.stage = stage;
  if (stage === "won") triggerCelebration();
  logActivity({ type: "stage_change", opportunity: opp.id });
}

Technology

TanStack StartSupabasePostgreSQLTypeScript

Features

  • Pipeline board with drag-to-advance stage progression
  • Stage-based automated follow-up triggers (email, task creation)
  • Activity logging with timestamps, types and linked entities
  • Forecasting views based on stage probability and historical win rates

Implementation

  1. 1Model leads, opportunities, stages and activities.
  2. 2Build a pipeline board with drag-to-advance.
  3. 3Trigger follow-ups from state changes.
  4. 4Add role-based reporting views.

Tradeoffs

Custom vs COTS
Custom fits the process but costs more to maintain; choose when the process is your edge.

Performance

  • Indexed pipeline queries by owner and stage.

Lessons learned

  • Mirror the real process or adoption fails.
  • Keep automation rules in one place.

Future roadmap

  • Add email sync and call logging.
  • Add forecasting from stage probability.
Demo video placeholder
Screenshot / GitHub placeholder

FAQ

Is this a client CRM?+

No. It's an educational demonstration of a CRM architecture.

Do you build real CRMs?+

Yes — see CRM Development.

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