WEBINAR
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If your leads and opportunities live in a shared spreadsheet "for convenience", you've probably seen the downsides – missed follow-ups, unclear ownership, duplicated work and forecasting that's hard to trust.
In this session, Anastasiia Adeeva shows you a basic CRM set-up that gives you clear information fast – without you overbuilding a system your team won't use.
She covers the essentials – pipeline stages, ownership rules, activities (follow-ups) and the few fields that make reporting and prioritisation simple.
Topics covered in this session
A simple pipeline structure that makes it obvious what "next step" means for every opportunity
The follow-up system that stops leads going cold
The minimum data to capture for visibility (so you can prioritise properly and produce a forecast without spreadsheet stress)
About the speaker
Anastasiia helps small and growing businesses simplify sales and operations by combining clear process with practical systems.
She delivers advisory sessions and consultancy through adeeva.io and supports CRM and operational implementations (including Pipedrive, Shopify Plus and manufacturing/operations platforms) through hands-on projects.
Anastasiia is known for "lightweight" set-ups that teams actually adopt – improving follow-up, reducing admin and creating cleaner data for more reliable decision-making.
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I’m a business strategy and sales growth consultant and advisor who helps ambitious SMEs turn complexity into predictable revenue. With 17+ years across strategy, sales, finance and operations, and an MBA from Kingston Business School, I blend commercial thinking with hands-on delivery so leaders see results quickly and teams know exactly what to do next. I work with founders and directors across the UK, EU, Dubai, Asia and US, particularly in B2B services, ecommerce and retail, luxury interiors, food & beverage, manufacturing/assembly, and professional services.
My specialism is building a clear go-to-market and the systems that make it scalable. I design positioning and offers, architect streamlined processes and pipelines, introduce sensible activity sequences, and create dashboards leaders can trust. I’m best known for making CRMs actually work for people. I design the data model, migrate and clean records, automate admin, integrate quoting and communications, and train teams so adoption is natural, not forced. I often pair CRM with Quoting platforms to speed up quote-to-close, with Shopify/Sage/SAP/Katana/Netsuite to align stock, finance and sales, and with WhatsApp/SMS and email tools to improve response and conversion. The outcome is a joined-up revenue engine: clear targeting, disciplined follow-up, faster cycles, and profitable growth.
My approach is practical and outcome-driven. We start by agreeing the commercial goal, more qualified pipeline, faster deal velocity, cleaner forecasting, or entry into a new market, then baseline current performance so improvement is measurable. From there I co-create a simple plan your team can execute immediately: a small set of decisive moves, clear owners, and a weekly rhythm that compounds into results. I’m comfortable operating at both levels: setting strategy with leadership and then rolling up my sleeves to configure fields, build automations, create quote templates, or write the first playbook so everyone has a working model to follow.
Typical engagements include: go-to-market design (ICP, messaging, pricing/packaging), pipeline and stage design, activity frameworks and enablement, forecasting and reporting, quoting and margin control, lead capture and scoring, and international expansion readiness. I also deliver focused workshops: ICP & messaging, pipeline design, activity cadence, forecasting fundamentals, and RevOps —that produce tangible artefacts in a day and momentum the next morning.
Examples of recent work (client names available on request):• Global luxury interiors brand: implemented Pipedrive and Quoter across multiple regions; standardised product and pricing governance; linked quote status to pipeline stages; trained ~60 users; delivered reporting by region (US, Dubai, EU, UK).• UK food & beverage wholesaler: built pipelines and custom fields; created UAT and training; implemented web-to-lead; prepared automation around call frequency and renewals; implemented ShopifyPlus and PowerBI reporting. Our team delivered integration between all systems. • Financial services broker: phased Pipedrive go-live; introduced remortgage automation; implemented a prospect tracker to improve discipline and conversion. Used AI to bring leads from the inbox to leads module in CRM.• Storage and logistics company: scoped 3CX/JustCall telephony integration to improve attribution and call tracking for campaigns. Implemented PowerBI KPI reporting and CRM to track all enquiries and sales.
Clients value speed to impact. In the first weeks we typically fix the obvious leaks, unclear stages, missing fields, slow quoting, and reports no one trusts. Once the basics are sound, we move to scale: automation that removes repetitive tasks, templates that protect margin and brand, and a management cadence focused on leading indicators. Results vary by starting point, but common outcomes include a 15–40% increase in qualified pipeline within a quarter, 20–50% faster quote-to-close through structured offers and automation, improved forecasting accuracy, and higher team adoption because the system finally helps people sell.
Credentials and tools: MBA (Kingston Business School). 17+ years leading and mentoring cross-functional teams in strategy, marketing, sales and operations. Platforms include Pipedrive, Quoter, Shopify, Sage, Katana, WhatsApp/SMS, Calendly and Google Workspace. I focus on the smallest set of tools that deliver the biggest outcome, and I keep the tech lightweight so change is manageable. And our team can always deliver integration and bespoke development depending on the business needs.
If you want structured growth without bureaucracy, clear positioning, a repeatable sales process, a CRM people actually use, and reporting you can trust, I can help. Book a short discovery call and I’ll outline the quickest path to results, with a simple roadmap you can execute immediately.
