Case of the plumbing company United Plumbing. Implementation of CRM, automation of communications, telephony setup – Brutal Marketing

United Plumbing had what many service businesses dream of — a strong reputation, years of experience, and a steady flow of customers across California. Their plumbing services were trusted. Their team was skilled. The demand was real.
And then growth became a problem.

More inquiries were coming in from the website. Social media messages increased. Phone calls never stopped. New marketing channels were added. What looked like business success on the surface slowly turned into operational pressure inside the company.

Leads were coming in — but not always tracked.
Managers were busy — but not always efficient.
Revenue was growing — but not always predictable.

At that point, leadership realized something important:

• The issue wasn’t marketing.
• The issue was the absence of a structured CRM system and automated sales processes.

This is a common turning point for growing businesses — when operations can no longer rely on memory, spreadsheets, or manual coordination..

Site: https://plumbing-united.com/
Number of employees: 18

Before CRM implementation, United Plumbing faced challenges typical for service companies scaling quickly:

• Delayed lead responses
• Manual lead distribution between managers
• No centralized communication history
• Lack of clear sales pipeline visibility
• No structured sales analytics
• Limited control over team performance

Without a proper sales management system, decision-making was reactive instead of strategic.
Marketing was generating leads.

But without CRM automation and pipeline management, opportunities were slipping through the cracks.
And in service businesses, every missed call can mean lost revenue.

Instead of simply “installing software,” we approached this as a full business process transformation.

We analyzed:

• The customer journey
• The internal sales workflow
• Lead handling speed
• Communication gaps
• Performance monitoring structure

Only after mapping the real processes did we begin CRM integration and automation.

We implemented Kommo CRM as the central sales management system.

Now:

• Every lead is automatically captured
• No inquiries are lost
• All data is stored in one unified system
• Sales pipeline stages reflect real business processes

CRM implementation created a single source of truth for the company.

We built a structured digital sales funnel with:

• Automatic lead assignment
• Task automation for managers
• Follow-up reminders
• Deadline control
• Sales pipeline tracking

Managers no longer rely on memory.
The system ensures consistency.

This is where sales automation begins to directly impact revenue.

We integrated:

• Website forms
• Instagram
• Facebook
• Viber
• Telegram
• WhatsApp
• Phone system (Twilio integration)

Now all communications — calls, messages, emails — are automatically recorded inside the CRM system.
No lost conversations.
No fragmented customer data.

Just structured customer relationship management.

We implemented automated email and SMS notifications to update customers about request status.

This improved:

• Customer experience
• Response speed
• Perceived professionalism
• Conversion rates

Automation didn’t replace people — it empowered them.

After CRM implementation and sales automation, United Plumbing experienced:

• 100% lead capture
• Faster response times
• Clear sales pipeline visibility
• Measurable team performance
• Structured business process automation
• A scalable sales infrastructure

Most importantly, the company moved from chaotic growth to predictable growth.
Instead of asking, “What’s happening in sales?”

Leadership now sees real-time sales analytics and performance dashboards.
CRM became not just a tool — but a growth engine.

After the implementation of the Kommo CRM, staff training was carried out, the customer received an individual link to the video (recording of training in the system) to access the training of managers (both current and new).

United Plumbing’s transformation reflects a universal business challenge.

If your company experiences:

• Lost or delayed leads
• Manual sales coordination
• Lack of sales analytics
• No clear ROI tracking
• Difficulty scaling marketing campaigns

The problem is not traffic.

The problem is the absence of a structured CRM system and automated sales management.
CRM implementation is not about software installation.

It’s about building a predictable, transparent, and scalable sales machine.

As a result of the developments and integrations of Brutal Marketing, the United Plumbing plumbing company team received a convenient system with automated work. Thanks to the maximum simplification of all operations, applications are processed in the shortest possible time.

All leads are recorded and processed. The system itself now controls the workload of managers. Convenient widgets and integrations saved managers from a large amount of routine tasks.

As a result, CRM guides sellers through all stages of the transaction and allows you not to miss a single important detail and to simplify and automate the work of managers as much as possible.