Cristina VegaRevenue & Business Operations
← All projects

Project 01

Field Sales CRM & Route Operations

Category

Product Design · Sales Enablement · Field Operations

Role

Director of Sales & Commercial Operations | Distribuidora y Ferretería Asturias, S.A. · 2025–Present

A CRM built for reps who sell in the field: route-aware pipelines, visit preparation, and follow-up that never depends on someone remembering to send it.

The challenge

Field teams lose deals between visits

Field sales rarely fails at the pitch. It fails in the gaps — the lead that sat unanswered for two days, the estimate that was never followed up, the notes that lived in a rep's head instead of a system. Generic CRMs assume a desk, a calendar, and someone with time to log activity after the fact.

I built this around how the work actually happens: on the road, between appointments, with limited time to type.

The approach

Three system pillars

01

Route-aware pipeline

  • Leads grouped by geography and visit window, not just stage
  • Each rep opens the day with an ordered, ready-to-work list
  • Outcomes captured in seconds from the field, not re-entered later
02

Visit preparation and next-best-action

  • Pre-visit briefing summarizing history, objections, and pricing context
  • Suggested next-best action based on the last recorded outcome
  • Voice-to-notes capture so activity logging costs no admin time
03

Follow-up that runs itself

  • Outcome-triggered sequences for quotes, no-shows, and undecided prospects
  • Escalation when a lead ages past the response window
  • Manager view of response time, close rate, and follow-up compliance

Business impact

What the system is designed to change

  • Faster lead response through prioritized, prepared daily routes
  • Higher close rates from consistent consultation and follow-up steps
  • Less administrative load on reps, so selling time increases
  • Managers coach from real activity data instead of anecdotes

Inside the product

The working system

Screens from the live CRM. All customer names, representative names, phone numbers, and monetary figures are blurred.

Management dashboard
Management dashboardPortfolio health at a glance: active accounts, follow-ups scheduled, accounts pending more than 7 days, and critical accounts untouched for over 30 days — the metrics that predict lost revenue before it happens.
Account base with rep, status, and territory filters
Account base with rep, status, and territory filtersA thousand accounts filtered by representative, status, and department, with follow-up, order, WhatsApp, history, and reassignment actions on every account card.
Global visit calendar
Global visit calendarEvery scheduled visit across the whole sales team in one week view, filterable by representative, so managers can see coverage and workload instead of guessing.
Route optimization for the field day
Route optimization for the field dayReps set working hours and minutes per visit, pick a starting point, choose a radius, and generate an optimized route — including nearby prospects, not just existing accounts.
Prospecting by business category
Prospecting by business categoryTerritory prospecting by business type, saving qualified prospects straight into the account base so new-business generation lives inside the same workflow.
WhatsApp follow-up campaigns
WhatsApp follow-up campaignsTemplated, segmented outreach sent to selected account groups with delivery status, turning follow-up into a repeatable process instead of individual memory.

Key takeaway

“Field sales software should remove admin work, not add it. Every screen here earns its place by saving a rep time or saving a deal.”
Next projectEnd-to-End Sales & Order Operations Platform →