RoofTech · CRM Onboarding

Pipedrive CRM implementation for RoofTech, a German roofing and fall protection manufacturer. The project centralized sales tracking across the company's hybrid business model—webshop orders and email-driven project sales—and established bidirectional sync with Xentral ERP to eliminate manual data entry and enable proactive customer reactivation at scale.

What was built

CRM structure: A sales-focused Pipedrive setup configured for RoofTech's quote-to-order lifecycle. The pipeline stages track deal progression from new quotes (pulled from Xentral) through follow-up, acceptance, and conversion to orders. Contact and company records organize 3,500+ prospects, with labels (Absturzsicherheit, Customer, Warmlead, Lead) enabling segmentation for targeted campaigns.

Xentral integration layer: A Make.com automation layer connects Pipedrive and Xentral as two systems of record. On the Pipedrive → Xentral path: contacts and companies saved in Pipedrive are written to Xentral as addresses with a bidirectional ID exchange. On the Xentral → Pipedrive path: new or updated quotes and orders in Xentral automatically create or update corresponding deals in Pipedrive, preserving links to source documents and order values.

Data migration: Initial import of 3,500+ companies and 2,700+ contacts from Xentral, plus historical quotes and orders, with field mapping to identify active vs. dormant customers. The migration enabled the reactivation strategy by giving sales team a clean, centralized view of all prospect relationships.

Lead automation and outreach: Web calculator form submissions are tagged with a WN (Web-Nachfassen) label, triggering a Make scenario that delays 1 day, then sends an email and creates a task. Customer reactivation sequences built in Pipedrive target ~2,700 inactive accounts with two-step email flows, with English and German versions. Lead categorization logic uses complex Pipedrive filters to automatically create leads from contacts tagged as Warmlead or Lead.

Workflow automation: Contact permission fixes (transferring ~3,800 records from admin to standard user to unblock email visibility). On-site appointment scheduler with Calendly-style booking links, 1.5-hour duration slots, and 1-hour travel buffers. Microsoft 365 two-way calendar sync and Teams integration for activity logging. Deal value calculations and offer acceptance workflows linking Xentral quote status changes to Pipedrive deal stage progression.

Setup and enablement: Eight onboarding sessions with RoofTech stakeholders covering Pipedrive usage, data structure, email/calendar workflows, and sales process adoption. Apollo.io evaluation for lead enrichment and high-volume outreach, with plans to fix data quality issues (25% of recent sends bounced) and implement an Opener-Setter-Closer sales model.