Case Study: Custom Monday.com CRM: Automating Leads with Make.com and Xero

A Custom Monday.com CRM can completely transform how service businesses capture and manage leads. Many companies don’t lose opportunities because of poor marketing. Instead, they lose them because their systems fail to follow up.

For example, emails sit in inboxes, quotes get delayed, and job details live in spreadsheets or folders. As a result, enquiries slowly fall through the cracks.

Recently we worked with a consulting firm facing exactly this situation. The company was growing quickly and handling 50–80 jobs every month. However, their internal systems had not evolved with that growth.

Enquiries arrived from several places including:

• Email inboxes

• Website contact forms

• Phone calls

• Mailchimp submissions

• Internal notes and spreadsheets

Meanwhile, quotes were created in Xero. Files were stored in Dropbox. Tasks were tracked in Monday.com.

Unfortunately, none of these systems were connected.

So we built a Custom Monday.com CRM that connected everything and automated the entire workflow.

The Problem: Good People, Disconnected Systems

Like many service businesses, the company grew organically. Over time, processes developed naturally but without structure.

For instance:

• New enquiries arrived through email or web forms

• Admin staff logged them manually in spreadsheets

• Quotes were created in Xero

• Job files were saved in Dropbox

• Follow-ups depended on someone remembering

At first this process worked. However, as the number of jobs increased, the risks became clear.

Major problems included:

• Enquiries sitting in inboxes

• Quotes not being followed up

• Jobs missing key documents

• Limited visibility across the pipeline

• No reporting on win or loss rates

In addition, the team could not answer important questions such as:

• Where do most leads come from?

• How long does it take to close a deal?

• Which services are most profitable?

Clearly, the business did not need a complicated enterprise CRM.

Instead, they needed a Custom Monday.com CRM that connected the tools they already used.

Strategy: Build a Custom Monday.com CRM Around Existing Tools

Rather than forcing the team into a new platform, we designed a system around tools they already understood.

The architecture looked like this:

Because of this setup, we created a Custom CRM with Monday.com without the complexity or cost of enterprise systems like Salesforce.

The goal was simple:

Capture every enquiry automatically, route it to the right person, track the job lifecycle, and eliminate manual follow-ups.

Building a Custom Monday.com CRM for Lead Capture

First, we created a central enquiries board in Monday.com. This board became the single location where every lead enters the business.

The CRM tracks:

• Contact details

• Site location

• Lead source

• Service type

• Deal stage

• Assigned consultant

• Quote reference

• Follow-up tasks

Because of this structure, the Custom Monday.com CRM automatically captures enquiries from multiple channels.

Email Enquiries Automatically Enter the CRM

Incoming emails to the enquiries inbox trigger automation.

When a new email arrives:

• The system creates a new CRM item

• It captures contact details

• It categorizes the enquiry by service type

• It assigns the correct consultant

As a result, the team no longer copies information manually from emails.

Website Forms Automatically Create Leads

Website contact forms connect through Mailchimp and Make.com.

When a visitor submits a form:

• The lead enters Monday.com automatically

• The source is tagged as “Website”

• The system detects the service type

• The correct consultant receives the enquiry

Because of this Monday.com CRM automation, every website enquiry enters the CRM instantly.

Phone Enquiries Are Captured Too

Phone enquiries are captured using JustCall.io, which integrates with Monday.com.

The system automatically logs:

• Phone enquiries

• Call notes

• Voicemail recordings

In addition, staff can quickly log manual phone enquiries inside the CRM.

Therefore every lead enters the Custom Monday.com CRM, regardless of where it originates.

Automating Workflows with Monday.com and Make.com

Once enquiries enter the CRM, automation takes over.

Using Monday.com Make.com integration, the system routes enquiries based on job type.

For example:

• Waste classification reports go to the correct consultant

• Some services move directly to quoting

• Others request documents before progressing

At the same time, the CRM triggers automated reminders.

For example:

• Follow up if documents are not received within 3 days

• Follow up if a quote is not sent within 48 hours

• Follow up if a quote remains unanswered

Because of this automation, the team no longer forgets follow-ups.

As a result, the business eliminates one of the biggest revenue killers in service companies: missed follow-ups.

Connecting the Custom Monday.com CRM with Xero

Next, we integrated the CRM with Xero.

When the team creates a quote in Xero:

• The quote reference number automatically appears in the CRM

• Deal stages update automatically

• Accepted quotes move into the Active Jobs board

This Monday.com Xero integration ensures the sales pipeline and accounting system stay aligned.

The CRM also tracks consultant time against Xero job codes.

For the first time, the business could clearly see:

• Job profitability

• Consultant workload

• Revenue by service type

Previously, spreadsheets made this analysis almost impossible.

Automating Project Setup

When a quote is accepted, the Custom Monday.com CRM automatically prepares the project.

One simple status change triggers several actions.

The system can:

• Move the job to the Active Jobs board

• Create a Dropbox project folder

• Notify the operations team

• Generate scheduling tasks

• Prepare job documentation

Therefore, instead of multiple manual steps, automation prepares the entire workflow.

Results: A Custom Monday.com CRM That Captures Every Lead

Today the system connects enquiries, quoting, operations, and reporting.

Previously, information lived across disconnected tools. Now everything flows through one Custom Monday.com CRM.

The business now benefits from:

✔ Centralized lead tracking
✔ Automated enquiry capture
✔ Faster quoting workflows
✔ Reliable follow-ups
✔ Job profitability reporting
✔ Clear pipeline visibility

Most importantly, the team no longer loses enquiries.

Why a Custom Monday.com CRM Works Better

Many off-the-shelf CRMs force businesses to change how they work.

However, in this case we did the opposite.

We designed the Custom Monday.com CRM around:

• The tools the team already used

• The way projects actually flow

• The real operational steps behind each job

Because of this, the CRM supports the business instead of creating friction.

Want to Build a Custom Monday.com CRM for Your Business?

If your company manages enquiries across email, spreadsheets, and disconnected tools, leads may already be slipping through the cracks.

Often the problem isn’t marketing.

Instead, the problem is the lack of systems that capture, route, and follow up on leads consistently.

That’s exactly what we build.

At Bumper Leads, we help service businesses design Custom Monday.com CRM systems that connect enquiries, quoting, operations, and reporting into one clear workflow.

The goal isn’t more software.

The goal is fewer missed opportunities.

👉 Book a CRM Systems Review
https://www.bumperleads.com/grow

As JustCall, Monday and Xero partners, we can help you identify:

• Where enquiries currently get lost

• How your sales process actually works

• What automation could save your team hours every week

Then we’ll show you how to build a system that captures, nurtures, and converts the leads you already have.