background
SMASH was experiencing strong growth, but the lack of a structured CRM tool limited its ability to manage its sales cycles. This opacity also prevented recruiting from being effectively aligned with customer needs, while commercial activity directly conditions hires in their time-sharing intervention model.
Data was fragmented across tools, misused, and teams lacked visibility to anticipate activity. Moreover, no outbound strategy (Sales or Marketing) was in place: it became urgent to structure the CRM to lay the foundations for a more proactive approach in the coming months.
