Taking an offline lead management process online, and automating through Pipedrive

Sing Out (SOL) and Read are a Florida based non-profit on a mission to help disadvantaged children improve their reading and literacy skills. They do this by providing an innovative mobile app, pre-loaded onto a tablet which is sent to underprivileged children to use at home.

SOL approached us as they were managing their sales process using Excel and were beginning to find the limitations and challenges of using spreadsheets. Not only were they finding Excel incredibly inefficient, but were also experiencing multiple instances of human error input. This resulted in lost time and revenue, ultimately resulting in less children being able to benefit from their technology.

SOL were due to launch a postal and email awareness campaign, aimed at parents of children within Florida. They knew they needed a better way to reach parents, track interactions and improve upon their sales process.

The Challenge


Taking a well established, but manual process, moving this online, whilst improving sales results.

Within SOL they had multiple sub challenges, these included:

  • A small team with limited capacity.
  • Team with no prior experience of Pipedrive.
  • Many custom requirements in terms of data collection.
  • Previously experiencing significant human error
  • Deals being lost as things ‘slipped through the cracks’

The Approach


We worked with SOL to map their end to end user journey, this included the entire sales process and business processes journey (post sale). This allowed us to identify which areas could be brought online and which areas could be automated.

We determined the entire journey from awareness campaigns through to sending and tracking of tablets, and monitoring of student activity could be moved online. This required integrating Pipedrive with multiple third-party platforms including WebForms, Google Forms and  Google Sheets to automate many stages in both the sales and business process. Zapier was used extensively to sync data between these platforms, whilst updating Pipedrive. Within Pipedrive we developed multiple automations to alert staff to the ‘next activity’ required, this was based on based on the data provided by the third party platforms. 

Once the system had been tested with approved we then developed full documentation and training material to provide to the team. This included step by step documentation alongside video walkthroughs bespoke to SOL specific setup.



SOL now have a fully online, highly-automated sales and business process system.

The system has ensured new starters are able to quickly upskill and follow a logical sales process, whilst automations ensure they can focus their time where it is needed most. This reduction in admin has streamlined SOLs operations allowing them to increase sales whilst providing better service, ultimately benefiting more children throughout Florida.

We continue to work with SOL as they expand into other states across the US. Most recently we’ve developed email campaigns triggered by activity within Pipedrive. These campaigns check in with students and parents at regular intervals after tablets have been shipped. This encourages and prompts children to continue their learning throughout the duration of the course, whilst also ensuring tablets are returned once the course is complete, something that wouldn’t have been possible to scale based on the team size.


“Pipedrive Consultants did a super job for us! We knew we needed an automated solution for handling incoming leads and we had picked Pipedrive as our platform, but that’s about all we knew. They helped us think through our current manual lead management system and then took over from there. The milestones were all hit on time and on budget. We will definitely go back to them with any similar project. I whole-heartedly recommend Pipedrive Consultants for this type of work!