Overview

Discover how a leading medical spa software company is revolutionizing its operations with a comprehensive Zoho system implementation. This transformation focuses on automating sales processes, enhancing lead management, and integrating advanced marketing attribution tools. By replacing outdated systems with Zoho CRM Plus, the company aims to streamline workflows, improve response times, and boost sales efficiency. Learn about the strategic integration of Zoho applications like Zoho Campaigns, Zoho Sign, and Zoho Analytics to optimize marketing efforts and track ROI effectively. Explore how this digital transformation supports scalability and positions the company for future growth in the competitive medical spa industry. Uncover the benefits of a unified CRM solution tailored for SaaS businesses.

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High-Level Plan

• Discovery & Documentation

• Development (Configure, customize, code) 
  
  • NOTE: 
    
    • Review progress with the team weekly during development
      
      • Rolling Wave Method – Rolling Wave means we start with a full plan, but as we move through it from top to bottom, we add more detail and adjust priorities along the way. It’s like building a house: first you get the whole blueprint, then you focus on the main rooms, and later you decide if the extras—like a porch or garage—are still needed. It’s a mix of waterfall project management (having a big plan) and sprint methodology (working in smaller steps). In our weekly meetings, we recommend what to tackle next, but you make the final call on what’s a “must-have” for the first version (MVP). This helps us finish faster, avoid rework, and make sure the system fits your real needs.
    • Create training videos as development 
    • See below for detailed action plan
• Review
  
  • Full system review
• Migrate Data
• Train (UAT)
• Schedule Go-Live (typically on a Monday) 

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Detailed Development Plan

• Migration and Timeline
  
  • Brockbank Consulting will migrate existing data from INETPortal CRM to Zoho including leads, deals, contacts, and accounts
  • Implementation target is October 1st for sales team go-live (7 sales team members)
  • Team training will be provided for both administrators and standard users
  • Brockbank Consulting will provide ongoing support at $200/hour after initial implementation

• Lead Generation
  
  • Brockbank Consulting will set up Zoho Sales IQ with client team that way chats come through to Zoho Sales IQ
  • Marketing team will generate leads through multiple channels including SEO (126 leads/month), Google Ads (22 leads/month in July), Meta Ads (86 leads/month in July), software review platforms like Gartner and Software Finder (53 leads/month), and partner referrals
  • Marketing team will maintain $41,000 monthly advertising budget across all channels ($14-15,000 Google Ads, $5-11,000 Meta Ads, $15,000 software review platforms)
  • Brockbank Consulting will integrate Google Ads with Zoho CRM to track marketing data and attribution
  • Brockbank Consulting will set up executive dashboard (completed via ZBlitz)
    
    • Dashboard
      

• • Brockbank Consulting will implement Attributer.io tracking to capture UTM parameters and marketing attribution data across all lead sources
  • Zoho will automatically capture first-touch attribution data when leads are created
• Lead Conversion and Form Submission
  
  • Prospects will fill out “Get the Demo” form on client website with name, email, company, and phone number
  • Zoho will automatically create lead record when form is submitted with the lead status = Sales Ready
  • Zoho will send immediate automated thank you email to prospect upon form submission
  • Zoho will send automated text message to prospect upon form submission
    
    • NOTE: Sinch MessageMedia extension will be used here, client will need to purchase MessageMedia and send us their credentials so we can set up the extension
  • NOTES: Current system has a two-step process (initial form then Calendly booking) causing drop-off issues. We recommended testing single Calendly form to improve conversion rates, but client noted management preference to keep initial form for research-stage prospects

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Brockbank Consulting will create end-to-end stages in Zoho CRM:

Lead Statuses:

• Marketing Ready - Newsletter subscribers and research-stage prospects
• Sales Ready - Qualified prospects ready for outreach and demo booking
• Reached - Prospects who have been successfully contacted by sales team
• Demo Scheduled - Prospects with confirmed demonstration appointments
• Recycled - Leads being nurtured through automated sequences
• Rejected - Disqualified prospects (spam, Henry Foleys, etc.)

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Deal Stages:

• Demo Complete - Demonstration finished, awaiting prospect decision
• Agreement Sent - Contract sent to prospect for review and signature
• Closed Won - Fully executed contract, payment pending
• Kickoff Scheduled - Customer Success handoff initiated
• Closed Lost - Deal lost at any stage of sales process

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Account Stages:

• Prospect - Potential customers in active sales process
• Customer - Active paying subscribers of client
• Partner - Referral partners and strategic alliances
• Lost - Former prospects who didn’t convert
• Brockbank Consulting will create end-to-end video showing user journey through Zoho CRM
• Brockbank Consulting will include journey map document as webtab in Zoho CRM displaying each stage and definition for user reference

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• Lead Qualification and Assignment
  
  • Sales coordinator will review incoming leads for qualification within 5-10 minutes
  • Sales coordinator will verify lead legitimacy by checking business details and contact information
  • Sales coordinator will attempt initial phone contact and leave voicemail if needed
  • Sales coordinator will send initial email outreach if phone contact unsuccessful
  • Zoho will automatically assign qualified leads to sales representatives using round-robin distribution
  • NOTES: Current manual process causes delays and inconsistencies. Goal is to automate as much as possible while maintaining lead quality
• Lead Nurturing Cadence
  
  • Sales representatives will follow standardized cadence of 3 contacts on first day and 3 contacts on second day
  • Sales representatives will make at least one phone call attempt per lead
  • Brockbank Consulting will create a cadence that will automate the follow up sequence and notify sales reps when they are needed to do parts of the cadence that can’t be automated
    
    • Zoho will create automated email sequences for lead nurturing
    • Zoho will create automated text message sequences for follow-up
    • Zoho will create tasks and reminders for sales representatives to ensure consistent follow-up
    • Sales representatives will continue outreach efforts for 45 days before marking leads as recycled
  • NOTES: Client will provide current SOP document to inform automation design. Current conversion rate is 45% from marketing-ready leads to sales-ready leads (300 leads → 120 demos → 65 sales)
• Demo Booking and Scheduling
  
  • Prospects will book demo appointments through Calendly
    
    • NOTE: round robin with Calendly form on website
  • Calendly will automatically sync demo appointments to sales representative calendars
  • Brockbank Consulting will train client team to connect their emails and calendars with Zoho CRM
  • Zoho will convert a lead to a  contact/account/deal record  when demo is successfully booked
    
    • NOTE: if no lead exists, a contact/account/deal will be created and assigned using round robin 
    • NOTE: if we can match Calendly's lead assignment with Zoho’s that would be ideal 
  • Sales representatives will conduct pre-discovery call to understand prospect needs and confirm demo requirements
  • NOTES: Current system has disconnect between initial form assignment and Calendly booking, causing confusion about lead ownership
• Demo Execution
  
  • Sales representatives will conduct 30-60 minute product demonstrations via Zoom
  • Sales representatives will record demo sessions for future reference
  • Sales representatives will attempt to close deals during initial demo call when possible
  • Brockbank Consulting will integrate Zoom AI transcription to automatically capture demo notes in Zoho CRM
  • Zoho will store all demo recordings and transcripts in contact records
  • NOTES: Zoom replaced GoTo Meeting due to better user experience and adoption rates
• Agreement and Contract Process
  
  • Sales representatives will send 4-page agreements to qualified prospects after successful demos
  • Brockbank Consulting will integrate Zoho Sign for automated contract generation and e-signature workflow
  • Zoho will merge contact and deal information into contract templates automatically
  • Zoho Sign will send automated reminder emails to prospects who haven’t signed contracts
  • Zoho will trigger automated follow-up sequences for unsigned contracts
  • NOTES: Current manual DocuSign process causes significant drop-off (20 deals per month ghost after receiving contracts)
• Deal Closure and Handoff
  
  • Zoho will automatically mark deals as “Closed Won” when contracts are fully executed
  • Zoho will trigger automated congratulations email to new customers upon contract completion
  • Sales representatives will book kickoff calls with Customer Success Manager for new customers
  • Zoho will create automated handoff email from sales representative to assigned CSM
  • Customer Success Manager will collect payment and begin onboarding process
  • NOTES: All post-sale activities currently handled in INETPortal system, requiring data export from Zoho
• Data Export to Legacy System
  
  • Zoho Flow will automatically export closed won customer data to INETPortal system via API integration
    
    • NOTE: Client will have to purchase Zoho Flow separately in order to support this
  • Export will include contact information, business details, and all interaction notes
  • CEO/developer will build API endpoint to receive data from Zoho
  • Brockbank Consulting will configure webhook triggers to send data when deals are marked closed won
  • NOTES: team member needs 1-2 weeks advance notice to build API integration on INETPortal side

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Additional Requirements

Marketing Automation and Campaigns:

• Brockbank Consulting will integrate existing Zoho Campaigns with Zoho CRM for seamless lead nurturing
• Marketing team will sync all email marketing campaigns with CRM for complete lead tracking
• Brockbank Consulting can implement AI assistant capabilities for automated lead qualification and response
• Marketing team will maintain social media scheduling through Zoho Social (migrated from Hootsuite)

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Referral Partner Management:

• Brockbank Consulting will create referral partner tracking system using Accounts module with custom “Referrer” field
• Brockbank Consulting will generate unique referral forms for each partner with automatic attribution
• Zoho Flow will automatically create partner-specific referral links when new referral accounts are created
• Referral partners will receive $300 per successfully closed deal
• Brockbank Consulting will enable partner portal for referrers to track their referred leads and commissions
• Brand ambassadors will be tracked separately for cost accounting purposes

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Communication Integration:

• Brockbank Consulting will integrate existing email systems (Outlook) with Zoho CRM using IMAP
• Brockbank Consulting will implement MessageMedia Sinch for SMS functionality within Zoho CRM
• All text messages, emails, and call logs will automatically sync to contact records
• GoTo Connect phone system will remain in use but integrate with Zoho for call logging

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Reporting and Analytics:

• Brockbank Consulting will create comprehensive lead source tracking with cost-per-acquisition reporting
• Marketing team will track detailed campaign performance including Google Ads keyword-level attribution
• Sales management will monitor team performance with conversion rate tracking and pipeline analytics
• Brockbank Consulting will implement executive dashboard for high-level business metrics

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AI:

• Brockbank Consulting will discuss potential AI capabilities after minimum viable systems are created

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