The CRM that works like an app on your phone and a workspace on your desk

A landscaper in West Palm Beach runs his sales from a truck between job sites, and he is not going to pinch and zoom a desktop CRM on a phone screen to call back a lead.

Who actually uses a small business CRM

In most of the companies we work with there are two kinds of user. The owner, or the one or two people who sell, who are in a truck, on a job site, or in a client's living room most of the day. And the office person, who is at a desk, moving leads through stages, assigning follow ups, and pulling the numbers.

Most CRMs are designed for the second person and tolerated by the first. The owner opens it on a phone, sees a shrunken spreadsheet, and goes back to texting from memory. The CRM becomes a record of what the office knows, not what the owner is doing.

What the phone version does

• Bottom tabs. Leads, tasks, calendar, and the number page sit along the bottom where a thumb reaches them. No hamburger menu, no sidebar. It looks and moves like the apps already on the phone.
• One tap to call, one tap to text. Every lead shows a phone number as a button. Tap it and the phone dials. Tap the other button and a text opens with the number already filled in. When the call ends, the app asks what happened and writes it on the lead. That one step is the difference between a CRM that has notes and a CRM that does not.
• Full screen lead sheets. Opening a lead takes the whole screen: who they are, what they asked for, the score, the timeline of every call and message and form, and the next step. Nothing is tucked behind a tab that has to be found. The owner reads it in the time it takes to walk to the truck.
• Installed from Safari. There is no app store, no download, no update to approve. The owner opens the site in Safari, taps share, taps add to home screen, and it is an icon next to the phone app. It opens full screen with no browser bar and it remembers the login. The same works on Android from Chrome.
• Alerts that arrive. A new lead, a task due, a reply from a prospect. The phone gets notified, and tapping the notification opens that lead, not the home screen.

What the desktop version does

Same software, same data, different shape. On a wide screen the lead list becomes a table with columns that sort and filter. The pipeline becomes a board with stages side by side. The marketing numbers page gets the room it needs. Bulk actions appear: assign ten leads, export a list, change a stage for a group. Reports and the audit of what every user did show up here and nowhere else.

The office person spends the day here. They see what the owner did from the truck a minute after it happened, because it is one database, not a phone app syncing to a desktop app.

Why not a real app in the store

We build native apps when a client needs something only a native app can do: the camera running all the time, location in the background, a feature that has to work with no signal at all. A CRM does not need any of that. It needs to open fast, work on the phone, and be updated without asking anyone to install anything. An installable website does all three, and when we fix something on Tuesday morning the owner has it on Tuesday morning.

It also means one codebase. The same code serves the phone and the desk. A feature built once appears in both. There is no version of the app that is behind.

What this changes about the data

The point of all of this is not convenience. It is that the CRM ends up holding what actually happened. When calling back a lead is one tap and logging the result is one more, the owner does it. When it takes a login, a search, and a form, the owner does not, and the office is left guessing which leads have been called.

A system that is used from the truck is a system that is true. That is the whole reason we design the phone side first and make the desktop earn its extra space.

Every CRM we have built, for a builder, a painter, a cabinet shop, a landscaper, and an advisor, ships as this one piece of software that is an app in your pocket and a workspace on your desk.

Questions people ask