The Modern Brides BFF is a wedding business and a repeat MartiFlow client. Their deals are worth around A$2,000 each, which means every lead that goes cold is real money left on the table.
The problem: the lead list had become the bottleneck
Like most growing teams, they tracked leads in one big list. That works fine at 50 rows. At 1,000+ rows, it quietly breaks.
Every time the sales rep sat down to do follow-ups, they had to:
- Scroll through every lead, old and new, to work out who was actually due for a follow-up
- Mentally skip past leads that were long dead or already disqualified
- Then, when a lead finally booked, set up the client account, the delivery project, and the Dropbox folder by hand
Following up on 30 leads took about three hours. Most of that wasn’t selling. It was searching. And when follow-up feels like a chore, it gets pushed to tomorrow, which is exactly how high-value leads slip away.
The real cost wasn’t the three hours. It was the A$2k deals that went quiet because nobody got back to them in time.
The fix: show only what needs action, automate the rest
Instead of asking the rep to work harder through the list, we changed what the list showed them. The system has three parts.
A lead follow-up dashboard
We built a dashboard that shows only the leads due for follow-up. No scrolling, no filtering, no guessing. The rep opens it and the day’s call list is already there. When a lead is followed up, it drops off until it’s due again.
This one change removed most of the wasted time. Their attention went straight to the leads that mattered today.
Apps Script that keeps the lead list clean
A big part of the clutter was leads that would never convert. We wrote a Google Apps Script that automatically archives old and disqualified leads, so the working list stays lean without anyone having to tidy it up.
The data isn’t deleted. It’s just moved out of the way, so it’s still there for reporting or if a lead comes back.
Automatic setup when a lead converts
Winning a deal used to kick off another round of manual admin. Now, when a lead converts, the system automatically creates:
- The client account
- The delivery project, ready for the team to start work
- The client’s Dropbox folder
That means no copy-pasting details between tools, no missed folders, and a consistent setup for every new client.
Over 2 hours back on every follow-up session
Following up on 30 leads went from three hours to 45 minutes, a 75% cut. That’s over two hours back every time the rep works through the list, and that time now goes into actual conversations with couples instead of spreadsheet archaeology.
Just as important, follow-ups no longer depend on someone remembering to dig through old rows. If a lead is due, it’s on the dashboard.
What other small teams can take from this
- Don’t make people search for their next task.A view that shows only what’s due beats a complete list every time.
- Clean data automatically, not occasionally.A list that tidies itself stays usable. One that relies on a monthly clean-up doesn’t.
- Automate the handoff from sales to delivery.The moment a deal closes is when details get lost. Let the system create the account, project and folders.
- Measure the time, not just the tool.“3 hours → 45 minutes” is what matters, not which software did it.