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B2C app startups · CRM

Keep one record per user, from the ad they clicked to the last time they opened the app.

A CRM for a B2C app is the system that joins each user's source, sign-up, usage, purchases and messages into one record. GullySales sets up the fields, the segments and the rules so your team can speak to a user based on what they actually did.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of saas and software companies at work in the United States

What CRM means

A CRM is the record where every enquiry, call and quote is kept against a customer, replacing separate notebooks, spreadsheets and memory. GullySales sets up or cleans an existing CRM and reports from it by enquiry outcome rather than by activity logged.

Also for B2C app startups

Sales and marketing for B2C app startups, the overview.

Last updated 18 Oct 2026.

For B2C app startups

Where it usually goes wrong, and what we would do.

  • “The data lives in four tools that do not speak”

    Ad data sits in the ad platform, installs in an attribution tool, usage in an analytics tool and conversations in WhatsApp or support. Nobody sees one user across them. The first job is deciding what one record contains and where it is kept.

  • “A phone number is the common key”

    In India, the verified mobile number is the strongest way to identify a person across tools, with a device ID as a fallback. A shared handset or a changed number breaks the link, so the rules for merging records need to be written.

  • “Segments beat blasts”

    A message to every user reaches people who do not need it. A segment such as signed up, not paid, or paid once and then silent lets the message speak about what the user did. The CRM is the place those lists are built.

  • “Consent is part of the record”

    Whether a user agreed to WhatsApp or SMS messages, when and for what purpose, needs to be stored beside the number. Without it, the team cannot tell who may be messaged. Check privacy rules with your own counsel.

What we do

What we deliver for B2C app startups.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. User record design

    A written list of the fields on a user record: source, language, city, first action, last active, purchases and consent.

    Result: One agreed definition of a user record.

  2. Tool connection plan

    How the ad platform, attribution tool, analytics, payment records and WhatsApp connect to the CRM, with the key that joins them.

    Result: A map of which data goes where.

  3. Segment library

    Named segments with their rules, such as new this week, added to cart and left, paid once and lapsed.

    Result: Segments ready to message.

  4. Consent fields and opt-out handling

    Fields and rules that store what each user agreed to and stop messages when they opt out.

    Result: A record of who may be contacted and how.

  5. Team views

    Screens for support, growth and the founder, each showing the part of the record that person needs.

    Result: Each team member sees the user's whole story.

  6. Data hygiene rules

    Rules for duplicates, changed numbers and test accounts so reports stay clean.

    Result: Reports that are not inflated by duplicates.

How the result is measured

  • Enquiries logged in the CRM
  • Data completeness
  • Reports generated from CRM data

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full CRM implementation and customisation page

Fields worth keeping

The fields on a user record that let a small app team message the right person.

Verified mobile number
Filled at the OTP step by the app. It is the key that joins ad, usage and chat records, and it lets support find the user in one search.
Install source and campaign link
Written by the attribution tool at install. It lets growth compare routes by users who return instead of by installs.
First action and its date
Written by the app when the first order, payment or lesson completes. It separates people who tried the product from people who only downloaded.
Last active date
Updated by the app on each open. It builds the lapsed segment, so winback messages go only to users who have gone silent.
Consent to WhatsApp, SMS and email
Written at sign-up with time and wording. It tells the team who may be messaged and stops messages when the user opts out.
Open complaint and its owner
Filled by support with the named person. It stops a promotion going to a user whose failed payment is still unresolved.

Who it is for

This is written for these B2C app startups.

  • Consumer finance and payments apps
  • Health, fitness and habit apps
  • Food, grocery and quick-delivery apps
  • Learning and exam-prep apps for students
  • Local services apps for plumbers, tutors, beauty or repairs
  • Gaming and entertainment apps
  • Social and community apps built around a language or a hobby
  • Utility apps for transport, bills or government services
  • Subscription apps with a free tier and a paid upgrade

Not for

It is not the right fit if.

  • The app does not yet record events such as first action or last active, so the CRM would hold only names and numbers.
  • You have a few hundred users and one person doing growth and support, where a shared sheet does the job for now.
  • No one has decided who owns the records, so duplicates and wrong numbers would pile up unchecked.

How it works

How the CRM work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Map the sales process

    We sit with the people who sell and write down how a deal moves from enquiry to payment, including where it stalls.

  2. 2

    Agree stages, fields and owners

    Each stage gets a name your team already uses and a proof that the deal has left it. We agree which fields are required at which stage, and who may change what.

  3. 3

    Build on a copy

    Pipeline, fields and views are built on a trial copy where the CRM offers one, or in a separate pipeline where the plan allows. Live work stays untouched.

  4. 4

    Connect channels, then switch on automations

    Channels are connected first. Each automation is then switched on separately, so a misfiring rule is easy to find.

  5. 5

    Test with real deals

    The people who will use the CRM run open deals through it. Gaps are fixed before the whole team switches over.

  6. 6

    Switch over and trim

    Once real use shows which fields stay empty and which stages nobody uses, those are cut and the handover record is updated.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales management. A target, a review routine and someone who owns the number.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3 · you are here

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Which CRM should we use?
The one your team will keep up. Indian app teams use tools such as WebEngage, MoEngage, CleverTap and HubSpot, among others. We compare them against your data and budget and choose with you.
Is a CRM only for sales teams?
No. For an app it holds the user's story: where they came from, what they did and what they were told. It is as useful for retention as for sales.
Do we need to build our own?
Not at the start. A bought tool connected to your product data is simpler to run. Your developers still need to send the events, and we give them a written list.
How do we treat users with no phone number?
Keep them as device-level records and mark them as unreachable by message. Without a verified number there is no consent trail and no way to message them, so push notifications and in-app prompts are the only route until the user adds a number.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

More for B2C app startups

Everything else we would do for you.

Closest to this: leads and follow-up

Also for B2C app startups

Or start from the overview: sales and marketing for B2C app startups.

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