Finding the right CRM for your business can be a challenge. Many platforms offer an overwhelming suite of features (along with a lot of system bloat), most of which you might never use, all while missing the specific functionality you really need. I wanted a system that was streamlined, flexible, and tailored to the way we work, which is why I decided to build a CRM in Airtable.

 Airtable starts as a blank slate, but when paired with the right tools and automations, it can become a powerful, highly customised CRM. Here’s how our CRM works at Agility Automation, complete with automations, reports, and a bit of custom development.

The CRM Framework

At its core, our Airtable CRM includes the following elements:

• Contacts: The people we interact with, whether leads or clients

• Companies: The organisations those contacts are part of

• Deals: Opportunities tied to each lead

• Lead Calls: Records of our interactions, like the initial consult

• Proposals: The framework for sending a proposal

• Campaigns: Marketing campaigns linked to deals and contacts.

• Supporting Tables: Data for reports and reference

The key to making this system effective lies in Airtable’s interfaces and automations, which provide a practical way to manage the CRM data. As a lead moves from initial contact to client, the interface displays the relevant data, and the automations handle repetitive tasks to save time and ensure consistency.

Automations in Action

Automations are where the real magic happens. Here’s a look at some of the heavy-lifting processes in our Airtable CRM: 

Systems Snapshot Call Workflow
When a lead books a free consultation (our Systems Snapshot Call), an automation is triggered to:

• Create linked records in various tables (Contacts, Companies, Deals, etc.).

• Use the LinkedIn Fresh Data API to pull the lead’s LinkedIn profile and company information.

• Use Airtable AI to summarise the lead and analyse potential buying motivations.

• Send an SMS confirmation via Twilio.

Automation Accelerator Blueprint Session
With the click of a button in the Airtable interface, an email goes out inviting the lead to book an Automation Accelerator Blueprint session. We can also dynamically generate a Stripe discount code (valid for 24 hours) and send it via SMS. 

Proposal Creation and Delivery
We have a simple button attached to an automation to create a proposal. Whether it’s for our Flex Blocks (10-hour prepaid blocks of time) or a fixed-fee project, the proposal can be customised easily.

• An automation sends the proposal to the lead via email and SMS (with a short link.)

• The proposal itself is hosted on a custom-built platform that integrates with Airtable and Stripe, allowing leads to view, accept, and pay—all in one place.

  
  

Post-Acceptance Workflow

Once a proposal is accepted:

• A record syncs to our Operations base.

• The client’s profile is created, and an internal Slack channel is set up.

• A new customer is created in Xero, and an invoice is sent.

Follow-Ups and No-Show Reminders
Other automations handle routine tasks like sending follow-up messages or reminding leads who miss their calls to reschedule.

The Power of Data

Having all the CRM data in Airtable means we can run detailed reports on metrics like lead sources, conversion rates, and deal values. The flexibility to view this data in real-time is a very useful tool for making informed business decisions.

Why Build a Custom Proposal Platform?

We were previously using an off-the-shelf proposal tool, but it lacked good integration with Airtable. So, we built a simple, one-page app that pulls data directly from Airtable. Leads can view, accept, and pay for proposals via Stripe with just a few clicks. The result is a seamless, efficient process that feels like it’s part of the CRM rather than an add-on (and it’s easy for clients to use).

What It Doesn’t Do

While our Airtable CRM covers most key functionalities, it doesn’t handle email marketing. For that, we use MailerLite, which is just right for our needs and offers basic automations. Keeping email marketing separate simplifies things, with Airtable doing what it does best.

Setting It All Up

 Building this system wasn’t something that happened overnight. Some components are fairly straightforward, but others—like the API integrations and the custom proposal platform—required more advanced skills in scripting and development. If you’re looking to replicate this, be prepared to spend some time or collaborate with someone who has experience with these tools.

The Tech Stack

Here’s everything we use to run our CRM:

• Airtable: The foundation of the CRM.

• Fillout: An amazing platform for forms and session bookings.

• Twilio: For SMS communication.

• Rapid API: To pull LinkedIn data.

• Stripe: For payments.

• Gmail: For transactional email automations.

• MailerLite: For email marketing.

• Make.com: For advanced automations and integrations 

• Custom Proposal Platform: A lightweight app for proposals.

Many of these tools are available with free or low-cost plans, making this a cost-effective approach for small businesses.

Why Airtable?

Airtable’s flexibility and power make it an excellent choice for a CRM. Its automation capabilities, combined with Airtable Interfaces, enable you to create a system that’s as simple or complex as your business needs. By incorporating external tools and apps, you can build a highly customised solution that grows with you.