The challenge

The off-the-shelf CRM couldn't keep up with the lead volume, distribution rules were being applied by hand, and searching the database was slow enough that reps kept spreadsheets on the side. Migrating meant keeping Velocify — the system of record for leads — in lockstep the whole time.

What we built

• Velocify synchronisation — Incremental, resumable sync of 1.3M+ lead records with conflict handling and an audit trail, so neither system ever holds stale data.
• Automated lead distribution — Rules engine for round-robin, capacity and territory assignment with manual override and a full history of who got what and why.
• Role-based access control — Admin, manager and rep roles down to field level, so sensitive lead data is visible only to the seats that need it.
• Search and database optimisation — Compound and text indexes, query-plan review and pagination strategies that took common searches from seconds to milliseconds.
• Edge and protection — Cloudflare in front for caching, WAF and rate limiting on the public endpoints.

How we worked

Migration in slices: sync first (read-only), then distribution shadow-running against the old rules, then cutover — with the old system available as a fallback until the team signed off.

Outcome

One system of record the whole sales floor works in, distribution that runs itself, and search that reps actually use — at a record count most CRMs charge enterprise prices for.