The Challenge

Prior to working with Zenatta, ZUUM’s CRM was disorganized and severely underutilized. Sales teams were using only a small portion of Zoho CRM’s capabilities, limiting both customer acquisition and account growth. Reporting visibility was also weak, making it difficult to understand sales activity and performance. After discovery, two priorities emerged: implement structured pipeline management and completely rework the CRM without disrupting ongoing operations.

“Their sales staff was only using about 10% of its overall capabilities, limiting the potential to acquire and grow customers.” – ZUUM Team

Why It Mattered

In freight tech, deals move quickly and sales success depends on visibility into customer activity, purchase history, and consistent follow-up. Without reliable pipeline structure, leads get lost, forecasting becomes guesswork, and account development stalls. ZUUM needed a system that guided reps, captured clean data, integrated operational context, and delivered performance reporting the team could trust every day.

The Zenatta Solution

Zenatta redesigned ZUUM’s Zoho stack with a focus on adoption, pipeline execution, operational visibility, and analytics. The work included CRM architecture changes, automation, dashboards, and ongoing refinements based on real production use.

• CRM rebuild and pipeline structure: Implemented a more structured qualification process to guide lead progression and close deals, backed by updated modules, permissions, workflow rules, and automation designed to keep reps organized.
• Ops platform integration for sales visibility: Built an integration to ZUUM’s operations platform so sales reps could see customer purchase history and transaction context directly inside CRM.
• Web form data capture improvements: Addressed gaps in website form usage and ensured captured data entered Zoho in a usable, reportable format.
• Tasking and follow-up automation: After pipeline cleanup, Zenatta implemented structured tasking for leads and deals so reps consistently executed on next steps and follow-ups.
• Advanced analytics and dashboards: Based on the hour log, Zenatta delivered multiple iterations of Zoho Analytics dashboards, including:
  • “Sales Metrics Inside & Outside Sales” dashboards with user-filtered insights.
  • Goals vs Revenue visualizations and supporting data models.
  • Pipeline reporting for Deals and a custom SaaS module, including weighted and non-weighted views.
  • Delinquent deal reporting, lead source reporting, and rep drilldowns.
  • Scheduled KPI report delivery (weekly Monday morning delivery).
• Custom CRM functions and conversion tooling: Implemented custom buttons and functions such as “Push to SaaS” conversion tooling, mass convert buttons, field mapping improvements, and safeguards to reduce conversion errors and improve consistency.
• Performance and reliability hardening: Refined custom functions to reduce unnecessary API usage, resolved permission issues across roles, and improved reliability of key workflows (including email-related record creation and blueprint transitions).

“The Zenatta staff helped set up modules, permissions, workflow rules, and automation all designed toward guiding our sales person’s to be efficient and organized.” – ZUUM Team

Results

With a rebuilt CRM, integrated ops visibility, structured pipeline execution, and analytics delivered to the team on a recurring cadence, ZUUM gained a system that supported growth instead of holding it back.

• Improved pipeline management and sales execution through a structured qualification process.
• Increased visibility by integrating operations purchase history and transaction context into CRM.
• Delivered daily and weekly analytics with dashboards and scheduled KPI reporting.
• Reduced lost leads and improved organization with automation, permissions, and rep enablement tools.

“The Zenatta staff helped set up modules, permissions, workflow rules, and automation all designed toward guiding our sales person’s to be efficient and organized. This has helped give us a 1000% ROI by reducing lost leads, increasing our win rate, and giving a platform for account development.

In the time period that Zenatta has been helping with our customer management, we have 3x’d our top-line revenue. Thank you very much for being a strong presence in Zuum’s growth into a major force in the transportation space.”

– Jason Sensat, Inside Sales Manager, ZUUM