Munro Agency helped Perfect Sense Energy implement a custom CRM to streamline operations and accelerate growth
Perfect Sense Energy needed the right digital infrastructure to manage leads, support customers, and scale effectively. Munro Agency stepped in to design and deliver a custom CRM system tailored to their commercial energy business.

About Perfect Sense Energy

Perfect Sense Energy supports commercial clients across the UK in reducing energy costs and carbon footprints through solutions like solar PV, LED lighting, EV charging, and battery storage.
With a growing customer base in education, industrial, and public sectors, the business needed a centralised, efficient way to manage client interactions, nurture opportunities, and measure success — all in one place.

The Challenge

Perfect Sense Energy’s previous lead management relied on spreadsheets, disconnected tools, and manual follow-ups, leading to:

• Missed sales opportunities and inconsistent follow-up
• Lack of visibility into deal stages and pipeline health
• No central source of truth for client data
• Difficulty reporting on campaign or sales performance
• Fragmented communication between sales and marketing

Our Solution

We took a strategic, collaborative approach to design and deploy a scalable CRM tailored to Perfect Sense Energy’s sales and service processes.

CRM Strategy & Discovery

We began with stakeholder sessions to understand how leads flow into the business, what sales stages matter most, and where bottlenecks occur. From there, we:

• Mapped the full customer journey from lead to deal close
• Defined key lifecycle stages and qualification criteria
• Identified gaps in reporting and performance tracking

Custom CRM Build & Automation

Using HubSpot as the foundation, we configured a bespoke CRM setup with:

• Tailored deal pipelines for solar, lighting, and energy services
• Custom properties to track site assessments, funding, and install timelines
• Lead scoring to prioritise high-intent inquiries
• Workflow automations to assign leads, send follow-up emails, and create tasks

Integration & Visibility

To ensure seamless operations across departments, we also:

• Integrated CRM with existing website forms and lead capture funnels
• Synced marketing campaigns to track performance by source
• Connected calendar tools to streamline appointment scheduling
• Implemented dashboards for real-time sales reporting and forecasting

Training & Enablement

We didn’t stop at setup — we made sure the team could use the CRM confidently with:

• Role-specific training sessions for sales and admin staff
• Quick reference guides and video walkthroughs
• Ongoing support during rollout and first campaigns

Results

Since rolling out the new CRM system, Perfect Sense Energy has seen major improvements in lead management, sales productivity, and reporting clarity.

Centralised Lead Management

All leads — whether from the website, PPC campaigns, or referrals — now enter a unified pipeline, automatically routed and tracked through every stage.

Faster Response Times

Sales reps receive instant notifications and task reminders, reducing delays in first contact and follow-up, especially for high-priority enquiries.

Smarter Decision-Making

Leadership now has access to clear dashboards showing:

• Conversion rates by service line
• Sales velocity across different sectors
• Source attribution for top-performing marketing channels

Campaign-Ready CRM

With clear segmentation, automated follow-ups, and full marketing integration, the CRM is now a powerful engine for ongoing PPC, email, and content campaigns.

Key Takeaways

• Process before platform. A CRM only works when it aligns with your real-world workflows.
• Automation adds consistency. Lead follow-up, task creation, and deal tracking happen automatically, reducing manual errors.
• Visibility unlocks growth. With the right data and reporting, Perfect Sense Energy can scale smarter and faster.