CRM People is an organization specializing in CRM software, a technology tool designed to simplify and enhance the daily tasks of B2B salespeople and managers. With features such as sales funnels, activity flow automation, call tracking, reports, and many other functionalities, the tool centralizes all activities related to prospecting, making professionals' routines easier.
CRM pays for a third-party service to purchase lead lists and direct them to clients. However, clients couldn't choose many characteristics of the leads they would receive, and the cost of outsourcing this service is high.
CRM's clients have difficulty knowing how and where to obtain qualified leads for prospecting. Furthermore, when purchasing leads from sources outside the CRM, they have to manually import them into the platform.
One company goal is to eliminate the outsourced service and have its own solution for selling leads to clients. Another objective, with a focus on the user experience, is to centralize the work environment as much as possible so that platform users don't need to rely on multiple services in their day-to-day work, having everything within reach inside the platform.
Additionally, a secondary and future business objective is to turn this solution into a standalone product, allowing clients to purchase leads within the CRM People platform, or on the CRM People website to use those leads in another CRM system of their choice.
The main goal for clients is to obtain more qualified and specific leads for their business sectors, making prospecting more effective and advantageous, and facilitating sales to the right person. Clients who sell to companies in a sector, will certainly want to prospect companies that operate in that same sector.
Another client objective is to be able to do this autonomously within the platform itself, saving time: the client can search for leads and make purchases on their own, without needing third-party assistance.
Starting from the context presented, the problem statement can be defined as:
<aside> ❓ How can we enable clients to purchase qualified leads and prospect more assertively, without leaving the CRM People platform?
</aside>
The Brazilian Federal Revenue Service (Receita Federal) company registration database is the largest in the country. In this database, company ownership information is publicly available. This data is extremely valuable for those working with outbound B2B prospecting, as through these contacts it's possible to speak directly with the decision-makers of companies.
The proposed solution is to implement within the CRM People system a lead search service based on the Federal Revenue database, where users can purchase their lists from within the system, filtering according to their preferences.
After the user selects the quantity and characteristics of the leads they wish to acquire, payment for the lead list is processed via an external Stripe link.
However, there is a sub-problem with this solution: the data in the company ownership records often belongs to the accounting firm, not the actual partners/owners. This can result in the client acquiring a lead with outdated contact details, such as an old phone number.
To work around this issue, CRM People decided to create Lead Enrichment: purchased leads can be enriched through an integration with an open-data BigData source without violating the LGPD (Brazil's data protection law), bringing more refined information about these Federal Revenue contacts, such as email addresses and the personal tax ID (CPF) of the company partners.
After speaking with the client and capturing their perceptions of the solution, wireframes were built together with the client to begin consolidating what the solution could look like. Wireframes were created for the MVP of this solution: the search system itself. Later, additional screens were developed, including: Company Profile, User Lists, and Lead Purchase.
