Case of permanent make-up studio Monalico. Implementation of CRM, automation of communications, workflow – Brutal Marketing

Every growing business eventually reaches the same turning point. Leads are coming in. Marketing is working.
The sales team is busy.
But inside the company, something feels off.

That’s where Monalico found itself.
From the outside — a growing business with strong demand.
Inside — inconsistent sales processes, manual tracking, and decisions based on intuition rather than data.

The founder couldn’t confidently answer critical questions:

• What is our real sales conversion rate?
• Where are we losing leads?
• Which marketing channels actually generate revenue?
• How effective is each sales manager?
• What revenue can we realistically forecast next month?

It was clear: this wasn’t just about installing software.
It required a structured CRM implementation for the sales team.

Site: https://monalico.com/
Number of employees: 6

Monalico - is a center specializing in step-by-step eyelash extensions and eyebrow design, located in Barcelona.
The studio also offers coloring and permanent eyelash treatments.

Before the project began:

• Leads were partially recorded
• Some prospects were lost or followed up too late
• Sales managers worked using their own methods
• There was no structured sales pipeline
• No clear sales performance tracking
• Management dashboards didn’t exist

CRM existed — but not as a system. Instead of being a sales management tool, it functioned more like a digital notebook.
But CRM for business is not about data storage. It’s about building a predictable and scalable sales system.

And that transformation became the goal.

We didn’t start with technical settings.
We started with logic.

Before implementing CRM automation, we analyzed:

• The actual customer journey
• Bottlenecks in the sales pipeline
• Response time to incoming leads
• Conversion rates between stages
• Hidden revenue losses

Sales automation without process clarity only automates chaos.
Proper CRM implementation starts with understanding the system.

We rebuilt the sales pipeline:

• Removed unnecessary stages
• Added control checkpoints
• Standardized deal progression
• Created clear stage transition rules

Now every opportunity follows a structured path.
Sales became transparent.

This is the foundation of effective CRM implementation for growing companies.

Next, we introduced structured sales process automation:

• Automatic task assignment
• Missed lead tracking
• Follow-up reminders
• Loss reason tracking
• Performance accountability mechanisms

CRM stopped being optional. It became the control center for the sales team.
Managers now work inside a system — not based on memory.

The most powerful shift came from analytics.

We implemented:

• Executive management dashboards
• Individual sales performance tracking
• Conversion analytics at every stage
• Lead response time monitoring
• Revenue tracking by source
• End-to-end analytics from lead to payment

Now leadership can clearly see:

• Cost per lead
• Revenue per channel
• ROI of marketing campaigns
• Sales team efficiency
• Forecasted revenue

This is what true CRM implementation delivers: Data-driven decisions instead of assumptions.

After the transformation:

• 100% of leads are tracked in CRM
• No more lost opportunities
• Full visibility of the sales funnel
• Clear accountability inside the sales team
• Structured sales performance analytics
• Predictable revenue forecasting

Most importantly — sales became manageable.
The business no longer depends on “star managers.”
It runs on a system.
And systems scale.

CRM implementation is not about software installation.
It’s about changing how sales are managed.

Monalico moved from scattered processes to a structured, data-driven sales ecosystem powered by CRM, automation, and real-time analytics.

And that’s where sustainable growth begins.

As a result of developments and integrations Brutal Marketing, Monalico beauty salon team received a convenient system with automated work of the permanent make-up center. Due to the maximum simplification of all operations, applications are recorded and processed in the shortest possible time.

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, Kommo guides sellers through all stages of sales and allows you not to miss a single important detail.