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Case Study · Croing
RUF Systems × Croing · Workflow Clarity Audit 2025
How a fast-growing agency got full visibility into a pipeline they could no longer see.
Croing produces campaigns for Adidas, Sony, and L'Occitane, their client acquisition flow was running on WhatsApp messages and memory, and the audit mapped every step and identified nine automation opportunities before a single tool was changed.
9
automation
opportunities
identified
4
20+
The situation
The process that worked in the early days was quietly breaking under growth.
40–70
Leads per month
Every lead required someone to notice a WhatsApp message, manually create a Notion record, and remember to follow up. No automation, no backup, no visibility.
20+
Follow-ups on a single day
On peak days, up to 20 follow-ups landed simultaneously. If the marketing manager was unavailable, the entire queue stopped.
1
Person holding the entire process
The flow depended entirely on one person's memory and attention. An agency trusted by global brands was running its pipeline on a group chat.
What the audit found
The audit mapped every step, and what it found surprised the team.
Ranked by operational risk to the business
High Risk
Lead intake via WhatsApp left no automatic record. If the responsible team member did not notify the group, the lead did not exist in the system.
High Risk
Follow-up scheduling lived entirely in the marketing manager's head. At 40 to 70 leads per month across four follow-up phases, this was unsustainable.
High Risk
Leads without an email address could be registered in Notion, making follow-up impossible from the start.
Medium risk
Each interaction had to be logged manually. Under load, this step was skipped, leaving the CRM incomplete.
Medium risk
The entire flow depended on one person. No backup protocol existed for when that person was unavailable
Low Risk
No conversion metrics existed. The team had no data on how many leads became meetings, or how many meetings became clients.
The team expected to find inefficiencies, but what they found was that the process had no design at all, it was a set of habits held together by one person's attention.
The outcome
A diagnostic report gave the team something they did not have before: clarity.
Nine automation opportunities identified, ranked by impact and complexity, before a single tool was changed. The roadmap also identified which steps should stay human, because not everything worth improving is worth automating.
Across the workflow
9
automation
opportunities
Identified across intake, follow-up, and CRM data entry
5 in intake and CRM, 4 in follow-up sequences, all ranked by impact and complexity before any build decision was made.
Total recovery
20+
hours per week
Manual operations recoverable before any build
Identified through the audit analysis before a single automation was built or changed.
The difference
Before and after the audit.
Before
Leads entered via WhatsApp, manually noticed
Follow-up dates calculated from memory
Leads registered without email address
Each interaction logged manually, often skipped
No pipeline visibility
Process stalls if marketing manager is absent
After the audit
Structured intake form auto-creates Notion record
Follow-up queue auto-generated on lead registration
Email required at intake, no exceptions
Task completion logs the interaction automatically
Live dashboard: leads by phase, overdue follow-ups, closures
Any team member with Notion access can run the queue
What stood out about working with Alexander was how he approached the engagement. He didn't come in with assumptions, he asked the right questions and helped us surface the gaps in our own process. By the end of the audit, we had a clear picture of something we could feel but couldn't see: where our client acquisition flow was breaking down, and what to do about it.
Anggie Salazar · Marketing and Sales VP, Croing
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