The challenge
ClosetEZ designs and manufactures custom closets across the United States, selling both to homeowners and to trade partners. Leads arrived from Facebook, Instagram, the website and the phone — but calls, texts and marketing lived in separate tools that did not talk to the CRM.
Documents and invoices were built by hand, the two audiences shared one undifferentiated pipeline, booking was not tied to real production dates, and there was nowhere to see calls, conversions, sources and revenue together.
The goal was to consolidate all of it into Bitrix24 — one CRM running sales, documents, scheduling and analytics end to end.
What we built
- Two funnels. B2B and B2C separated, so each audience is worked the way it actually converts rather than through a shared pipeline that suited neither.
- Document automation. Contracts, invoices and estimates generated from the deal instead of assembled by hand, with e-signature.
- Telephony and SMS in the CRM. Calls and texts attached to the record they belong to, with call tracking feeding source data back to advertising.
- Booking tied to production. Appointments scheduled against real production dates, which protects the shop floor from commitments it cannot meet.
- An analytics command centre. Calls, conversions, sources and revenue in one place — the view that did not exist before.
How it was delivered
As a broad Bitrix24 build — two funnels, document and estimate automation, REST payment logic, telephony and SMS, booking automation and a custom analytics dashboard — handed over with knowledge-base documentation and video training for the team.