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Case study · Sales · lead data

Sales Lead Machine — A CRM Built for Lead Data at Scale

  • PostgreSQL full-text search
  • Dynamic import mapping
  • JWT & RBAC
  • Email & SMS outbound
  • AI assistant
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Sales Lead Machine — A CRM Built for Lead Data at Scale
Sales Lead Machine
About the client

Sales Lead Machine

Sales Lead Machine is a production CRM platform for importing, searching and working large volumes of people and company data. It runs live at salesleadmachine.uk, supporting sales teams who buy, build and work lead lists at a scale where spreadsheets stop coping.

Its users spend their day finding the right contacts, organising them into lists and reaching out, so the platform is judged on import, search and outbound rather than on dashboards.

The challenge

Challenges Faced

  1. Lead data arriving as spreadsheets in inconsistent formats, with no two files sharing a column layout.

  2. Duplicates accumulating with every import, and no reliable way to detect them.

  3. Search that has to stay fast across large record volumes rather than degrading as the database grows.

  4. Data that does not fit a fixed schema, and would be lost if forced into one.

  5. Multiple teams needing isolation from one another data.

  6. Outbound activity — email and SMS — running outside the system that held the contacts.

  7. Event and expo lead capture handled separately from the CRM it should feed.

Our approach

Our Strategy

  1. Import that copes with real files

    • Upload of .xlsx, .xls and .csv with drag and drop
    • Automatic header detection and dynamic column mapping, so each file is mapped rather than reformatted by hand
    • A preview before anything is written, and live progress on long imports
    • Duplicate prevention at import rather than cleanup afterwards
    • The original row retained as JSONB, so nothing is lost to a schema that did not anticipate it

  2. Search that holds up

    • PostgreSQL full-text search using TSVECTOR indexes rather than pattern matching
    • Advanced filtering across people and companies, including industry and size
    • Custom lists with add and remove, so a working set can be built and kept
    • Company and contact records linked, so either side can be the starting point

  3. Access control and tenancy

    • JWT authentication with password reset and protected routes
    • Role-based access control, with a permission request flow for exceptions
    • API key authentication and management for programmatic access
    • Rate limiting middleware across the API surface
    • Multi-tenant company isolation, so teams cannot reach one another records

  4. Outbound and events

    • Email and SMS outbound driven from the same records that hold the contacts
    • Dedicated expo and event sales tooling, so leads captured at an event land in the CRM directly
    • An AI assistant embedded in the interface for in-context help
    • An admin dashboard with activity logging and user role management
Bespoke database: operational data captured once and reported liveSpreadsheetsFormsDevicesBespoke databaseSQL Server · PostgresReportingApplications

Built with

  • PostgreSQL full-text search
  • Dynamic import mapping
  • JWT & RBAC
  • Email & SMS outbound
  • AI assistant
The impact

Transformational Results

  • Lead lists in any spreadsheet layout imported without manual reformatting.

  • Duplicates prevented at the point of import rather than cleaned up later.

  • Search that stays usable as record volumes grow, because it is indexed rather than scanned.

  • Data that does not fit the schema retained rather than discarded.

  • Teams isolated from one another by the platform rather than by convention.

  • Outbound activity recorded against the contact it relates to, instead of living in a sent folder.

Why it matters

Sales Lead Machine

Sales · lead data

Most CRM problems are data problems. A platform that makes contacts easy to add but hard to find, or that silently accumulates duplicates, becomes a place data goes rather than a place work happens. The decisions that matter here are unglamorous: full-text indexes rather than pattern matching, duplicate detection at import rather than as a cleanup job, and keeping the original row so a future question can still be answered from it.

If your lead or customer data has outgrown spreadsheets, or your CRM has become somewhere data goes to be forgotten, we would be glad to look at it with you.

Let’s build smarter together

Tell us what is not working

You will hear back from someone who has built this kind of system before — not a salesperson working from a form. Usually within one working day.

Book a free consultationContact us

Or call 020 3059 4506 · Mon–Sat, 9am–5.30pm