Tech company scales
sales across three countries with Bigin
Use case
A rapidly growing wildfire protection technology company provides advanced sprinkler systems that help safeguard homes and commercial properties from wildfire damage. Operating across Canada, the United States, and Australia, the company manages sales teams in multiple regions while handling a steady flow of inquiries from homeowners, businesses, and partners.
As the business expanded, the team needed a better way to manage leads, standardize their sales process, and maintain visibility across regional operations without investing in an expensive enterprise CRM.
Requirements
The company needed a CRM that could support its growing business while remaining simple enough for distributed sales teams to adopt quickly.
Key requirements included:
- Replace spreadsheets with a centralized customer database.
- Eliminate version conflicts and accidental data edits.
- Manage independent sales teams across multiple countries.
- Standardize the sales process while allowing for regional flexibility.
- Automatically capture leads from digital channels.
- Improve collaborations between sales reps and managers.
- Scale operations without increasing software costs.
- Automate repetitive sales and follow-up tasks.
Solution
The company implemented Bigin as the central platform for managing its sales operations across multiple regions, replacing spreadsheets with a structured, scalable CRM.
Standardized multi-region process
To support geographically distributed sales teams, the company created three region-specific team pipelines, each following an identical 22-stage sales process. This ensures consistency across regions while allowing each team to manage local requirements independently.
Centralized customer data
Customer information, interactions, activities, and deal history were consolidated into a single platform, giving every sales representative access to accurate, up-to-date information while eliminating duplicate records and version control issues.
Lead capturing
Leads from digital channels are automatically captured and routed into Bigin using a Zapier integration.
Workflow automation at scale
The company leverages all 50 available workflows in Bigin to streamline customer engagement and internal operations.
Customer-facing automations include:
- Welcome emails
- Quote delivery
- Follow-up reminders
- Contract notifications
- Invoice communications
- Thank-you emails
Internal automations include:
- Lead assignment notifications
- High-value deal alerts
- Automatic task creation
- Deal routing
- Sales team notifications
These automations help ensure every opportunity follows a process while significantly reducing manual work.
Role-based collaboration
Sales reps and managers across multiple countries collaborate from a single platform with controlled access to customer information, making it easier to coordinate activities without duplicate work.
Reporting and visibility
The company built its dashboards to monitor sales performance, lead sources, revenue forecasts, and pipeline activity, all of which provides leadership with better visibility into business performance and future growth.
A word from the customer:
"The impact of switching from spreadsheets to Bigin was huge. It's definitely helped. Everyone can use it, all our sales reps across every country. We don't have version control issues anymore, no one's accidentally editing things, and there's just a clean place to look up information. Segmenting data, tracking leads, managing everything—Bigin has helped do all of that. "
Results
By replacing spreadsheets with a CRM built for growing businesses, the company established a scalable sales operation that supports teams across multiple countries.
Key business outcomes included:
- A single source of truth for all customers and sales data
- Elimination of spreadsheet version control and data integrity issues
- Faster lead response through automated lead routing and notifications
- Improved collaboration between regional sales teams
- Greater visibility into every stage of the sales pipeline
- Increased accountability through standardized processes and automated task management
- Significant reductions in manual administrative work through workflow automation
- A scalable CRM foundation capable of supporting continued business expansion without the complexity and cost of an enterprise CRM platform
Today, the company manages multi-region sales operations from a single CRM, enabling its teams to focus less on administration and more on helping customers protect their homes and properties from wildfire risks.
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