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LegalTech startups · CRM

Track the firm, the people in it and the trial, not a flat list of leads.

A CRM for a LegalTech startup is the shared record of every firm or legal team you talk to, the people inside it, what they tried and what they said. GullySales works on how that record is structured and kept, so a trial that goes quiet is seen by someone.

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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 LegalTech startups

Sales and marketing for LegalTech startups, the overview.

Last updated 18 Oct 2026.

For LegalTech startups

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

  • “A firm is not one contact”

    The partner who liked the demo, the associate who used the tool and the clerk who asked about uploads are three records under one firm. A flat lead list loses the link, and nobody sees that only the partner ever logged in.

  • “Trials need their own stages”

    Signed up, first session held, three tasks tried, active in week two and paid are different states. A CRM with only open and closed shows nothing of what happened between the demonstration and the quiet.

  • “Practice area decides what you say next”

    A litigation firm and an IP desk need different follow-ups. If the record does not store practice area, city and team size, every message reads as general and gets ignored.

  • “Lost reasons vanish unless someone writes them down”

    A firm leaves over storage, price or associate resistance. If the reason is not recorded when it happens, product and sales argue about it from memory later.

What we do

What we deliver for LegalTech startups.

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

  1. A CRM structure by firm, person and trial

    Fields and stages for practice area, role, trial status and usage.

    Result: You can see each firm and who in it has used the product.

  2. Trial stages that match adoption

    Stages from signup through the first-week tasks to paid use.

    Result: A stalled trial is visible at its stage.

  3. A lost-reason list kept at the point of loss

    A short pick-list completed when a deal closes or goes quiet.

    Result: Reasons for loss can be counted.

  4. Source and referrer fields

    Where each firm came from, including the company secretary or CA who sent them.

    Result: You can see which referrer sends firms that pay.

  5. A review routine for stalled trials

    A short agreed routine for looking at stalled trials, set by your team.

    Result: Someone is named for each stalled trial.

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

Keep firm, person and trial as three linked records.

Firm and practice area
Set by the rep from the target list. It lets you pull every litigation firm in a city when a feature suits them.
Person and role in the decision
Associate, partner, clerk or secretary, filled by the rep. It shows who has seen the demo and who has not.
Trial stage
Invited, first session held, first matter loaded or team added. The rep updates it from product events, so quiet trials are visible.
Referrer
The adviser or colleague who introduced the firm, entered at first contact. It shows which referral routes bring firms that pay.
Reason lost
Picked from a short list when a deal closes lost, by the person who handled it. Without it, the same loss repeats unseen.
Online order status
For the legal service line only, from enquiry to paid. Keep it separate from firm software so the two funnels are not mixed.

Who it is for

This is written for these LegalTech startups.

  • Case and practice management software startups for litigation firms
  • Contract drafting, review and clause-library startups
  • E-discovery and document search startups for corporate legal teams
  • Compliance tracking startups for company secretaries and CFOs
  • Online legal service platforms for company registration, notices and agreements
  • Legal research and judgment-summary startups
  • Dispute resolution and online mediation startups
  • IP filing and trademark monitoring startups

Not for

It is not the right fit if.

  • You have fewer than a dozen firms in play, so a spreadsheet will serve better than a configured CRM.
  • Your product events are not yet recorded, so trial stages would depend on someone guessing from memory.
  • Nobody will fill the lost-reason field at the point of loss, which would leave the most useful column empty.

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?
A tool your team will actually update. Zoho CRM, HubSpot and a well-built spreadsheet all work if the fields and stages are right. We set the structure first and match it to the tool.
Can the CRM connect to the product's usage data?
Your product can send events such as logins and tasks to the CRM. We define which events matter, and your engineers decide how to send them.
How should we handle a firm with several contacts?
Create one firm record with a person record for each contact and a role on each. Link the trial to the firm. A partner's call and an associate's session then sit under one account, and no one is contacted twice.
Can a CRM hold client information from the legal service line?
Keep it to what you need to run the order and to nothing about the legal matter itself. Because lawyers and clients rely on confidentiality, set a rule on what notes may contain and restrict who can see order records.
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 LegalTech startups

Everything else we would do for you.

Closest to this: leads and follow-up

Also for LegalTech startups

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

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