Business-education association: one CRM for several divisions, website forms and mailings
Updated
- Client
- Business-education association
- Stack
What did the association need?
The association works in several areas: a business school for children, school placement for pupils aged 3 to 18, events, media, public projects, clubs and franchises. Its Bitrix24 is on a 250-user plan with several departments, and the owner lives in the UK and runs the organization from there.
It became a VIP client in June 2023 but put the work off until 2024 because of its busy season. In spring 2024 we held a series of calls and wrote the specification: the pipelines had to be rebuilt around the company's new structure.
What did we change in the CRM?
The main rebuild ran from June to September 2024; after that we added what the team asked for:
- one contact, lead and deal layout for every division, company fields, repeat leads and a check on handed-over leads;
- field labels in three languages;
- forms on every website, built from the client's spreadsheet; the team runs the sites itself;
- a nightly task reminding the manager of a contact's birthday;
- a product catalogue, invoices and payment processes for accounting, and company mailboxes;
- CRM-marketing training and written guides for staff.
How do website and ad leads reach the mailings?
In early 2025 we connected Mailgun as a separate email sender. The client later chose SendPulse instead, so the integration was built on that.
Leads from ad platforms used to be imported into the CRM by hand. In 2025 we set up Make.com so they arrive automatically and SendPulse sends emails by deal stage. On 1 December 2025 the client approved a pilot CRM → Make → SendPulse flow with three automated sequences, and we handed over a guide to it.
What happened to the AI agent?
We demoed a website AI agent in March 2025 and put it into testing in April; the client checked its answers against a spreadsheet. The agent had three hand-off-to-a-human scenarios and allowed for managers' off-hours across time zones.
In October 2025 the client asked us to switch the AI agents off on all its websites. A new version, an agent for a single event, is in progress.
What is in progress now?
In September 2026 we launched telephony with UK numbers. We are now connecting Stripe and Xero.
Frequently asked
Can one CRM handle several divisions of an education organization?
Yes. Here leads, deals and contacts from every division share one record layout, with field labels in three languages, so managers in different departments follow the same rules.
How do you send ad leads to the CRM and SendPulse automatically?
Through Make.com: leads from ad platforms reach the CRM without manual imports, and SendPulse sends emails by deal stage. The client approved the three-sequence flow as a pilot in December 2025.
Can Bitrix24 work with UK phone numbers?
Yes. Since September 2026 the association's Bitrix24 has had telephony with UK numbers, which we set up as part of ongoing support.