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Botanicals / B2B + B2C Hybrid
From broken CRM to commercial operating system
How it started
The Challenge
No source of truth
With 40,000+ unstructured leads and 41,000+ polluted organizations, nobody could trust the data. Every report was suspect. Every forecast was a guess.
Impossible to automate
Pipeline stages mixed statuses with activities. Custom fields were inconsistent. There was no clean foundation to build automation on top of.
Disconnected ecosystem
Snowflake held valuable data. Shopify tracked buyer behavior. Intercom handled conversations. ERP managed fulfillment. None of it flowed back into CRM in a usable way.
Can't scale what you can't see
Management had no reliable commercial visibility. Reps worked from fragmented views. Forecasting was guesswork. Growth was happening despite the system, not because of it.
This was not a CRM that needed optimization. It needed to be rebuilt from the ground up.
What we built
We did not patch the existing environment. We built a completely new Pipedrive instance with clean architecture, integrated data flows, and commercial logic designed to support both B2B and B2C motions from day one.
Fresh Pipedrive environment
Brand new instance built from scratch, not migrated from the broken environment
Clean data model: contacts, organizations, leads, deals, activities, and products structured with governance
Clear distinction between B2B pipeline logic and B2C Shopify-driven flows
Pipeline architecture redesign
Pipelines redesigned around actual deal lifecycle, not activity tracking
Stages reflect commercial milestones, not internal tasks
Separate pipeline logic for B2B enterprise, B2B distribution, and B2C consumer flows
Snowflake + Hightouch reverse ETL
Connected Snowflake data warehouse to Pipedrive via Hightouch
Reverse ETL turns passive warehouse data into operational CRM signals
Customer segments, behavioral scores, and enrichment data flow directly into deal and contact records
Shopify integration
B2C buyer and order behavior feeds directly into CRM
Purchase history, product preferences, and LTV signals available at contact level
Bridges the gap between e-commerce activity and sales team visibility
Ecosystem orchestration
Intercom conversation data connected to CRM timeline
Telephony and calling tools integrated for activity logging
ERP-related fulfillment signals linked to deal lifecycle stages
Commercial infrastructure
Campaigns and web visitor tracking configured inside Pipedrive
Lead scoring foundations built on integrated signals from Snowflake + Shopify
Follow-up logic and automation rules mapped to pipeline stages
Document automation (PandaDoc)
PandaDoc integration for quote generation, approval workflows, and digital signing directly from Pipedrive deals
Product library linked to deal stages for automated pricing and margin tracking
AI-supported calling (CloudTalk)
CloudTalk integration with AI call summaries and automatic activity logging
Click-to-call from CRM for immediate lead response
Enablement and go-live
Structured prospecting pipeline with outbound sequences, lead routing, and rep assignment automation
Team training, workflow documentation, and hands-on go-live support
The Results
Commercial visibility restored
For the first time, management has a reliable, real-time view of pipeline health across B2B and B2C. Forecasting moved from guesswork to data.
Foundation for automation
Clean pipeline architecture and structured data made it possible to build automation that actually works, instead of patching broken workflows.
Lower friction for sales
Reps work from one system with integrated signals from Snowflake, Shopify, and Intercom. Less context-switching, fewer tabs, more selling.
Sales Surge shifted Pipedrive from a cluttered database into the commercial operating system the business actually needed. Not by optimizing what was there, but by rebuilding it with the architecture to support where the company is going.
What we do now
Fine-tuning enrichment flows: continuously optimizing Snowflake and Hightouch reverse ETL for better data quality and faster signals
Expanding PandaDoc and CloudTalk: rolling out AI call summaries across the full sales team and automating more document workflows
RevOps as permanent sparring partner: regular check-ins to review dashboards, identify bottlenecks, and plan the next acceleration phase
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t scale what you can
Diversified Botanics operates at the intersection of B2B wholesale and B2C e-commerce, with a product catalog, Shopify storefront, Snowflake data warehouse, and a growing sales team. On paper,
was their CRM. In practice, it had become a dumping ground. Over 40,000 leads sat in the system with little structure. More than 41,000 organizations existed, riddled with duplicates and unreliable data. Multiple pipelines had been created across different channels, but they were inconsistent, illogical, and stages were being misused for statuses and activities. There was almost no usable automation, reporting, scoring, or enrichment. The system had grown organically without governance, and it showed. That is where the
journey began.
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