MACVAD — Pipedrive Onboarding

MACVAD · Pipedrive Onboarding

MACVAD is a distribution and retail company operating across multiple regions (Europe, Australia, New Zealand) with a complex sales and order management workflow. They manage multiple sales territories, handle both regular and credit customers with different invoicing models, and operate their business through Business Central (accounting), Pipedrive (CRM), and manual spreadsheet-based inventory and shipping systems. Metawork built a Pipedrive onboarding system to streamline lead management, deal tracking, product variants, multi-currency pricing, and email coordination across their distributed sales team.

What was built

MACVAD's challenge was a cluttered Pipedrive setup with multiple overlapping pipelines, fragmented deal data, and manual processes scattered across spreadsheets. The sales team lacked visibility into leads and activities, email management was ad-hoc, and there was no clear structure for handling multi-region operations or the transition from lead to order management.

Metawork restructured Pipedrive from the ground up:

CRM foundation: Consolidated multiple pipelines into a single "New Sales" pipeline with refined deal stages. Implemented a lead inbox to separate incoming prospects from active deals, paired with activity-based workflow to track follow-ups and touchpoints.

Data architecture: Designed organization and deal fields to capture the full sales context: store type, payment terms, VAT %, invoice tracking, purchase orders, and preferred carriers. Set up product variants (singles and packs) with regional pricing in EUR, GBP, AUD, NZD.

Email system: Built role-based email accounts for sales reps and a dedicated team inbox for order management. Configured inbox syncing for multi-rep territories so team members have shared visibility. Set up email forwarding from legacy domains (e.g., [email protected]) to ensure continuity during transition.

Lead capture: Created regional web forms with source tracking and activity auto-logging to connect inbound leads directly to Pipedrive.

Automation: Implemented currency auto-assignment based on organization country to reduce manual data entry. Set up activity tracking for email follow-ups and meeting scheduling.

Reporting: Built Insights dashboards and activity reports to give the team real-time visibility into pipeline health and deal progress.

Integration foundation: Discovered and documented the Business Central integration pattern to sync customer creation, invoicing, and payment status. Designed a Zapier-based approach for Phase 2 automation.