01
Context
The problem
SalesHandy's SDRs were living in two tools simultaneously. Sequences and outreach lived in SalesHandy, but pipeline tracking required a separate CRM tab. Every time a prospect moved stages, a rep had to switch apps, update their CRM manually, then return. Nobody had designed the gap — it had just accumulated.
When this project began, the product had no native CRM view at all. Prospects existed as entries in a sequence, not as deals in a pipeline. The result was a workflow that forced reps to context-switch constantly, leading to sync gaps, inconsistent follow-up tracking, and critical prospect context scattered across two disconnected tools.
02
Research
Listening before assuming
Research surfaced four distinct breakdowns in the existing SDR workflow — each mapping directly to a feature requirement.
No pipeline native to SalesHandy
SDRs had no way to view their full pipeline without switching to a separate CRM tool. Prospects were managed as sequence entries, not as tracked deals with stages. A native Kanban board was the most requested missing feature.
CRM sync gap causing data loss
Stage changes in SalesHandy weren't reflected in the external CRM in real time. Reps either forgot to update both tools or updated the wrong one. The pipeline was perpetually out of sync with the actual outreach activity.
Inconsistent follow-up tracking across campaigns
Different campaign types needed different pipeline stages, but the existing setup forced all prospects into one rigid structure. B2B SaaS deals and agency outreach had nothing in common, yet shared the same stage columns inside the external CRM.
Optional fields weren't optional
Cards displayed the same fields for every prospect regardless of relevance. Reps had to scroll past irrelevant data constantly. The ability to configure which fields appear — and reorder them — was a clear unmet need.
03
Define
Sharpening the problem statement
How Might We
How might we give SalesHandy SDRs a complete view of their pipeline — without ever leaving the tool — so that outreach activity and CRM stage are always in sync?
Two primary user needs emerged from the research clusters: The Pipeline Manager (needs a bird's-eye view of all deals across stages, instant drag-to-update) and The Active Rep (needs deep prospect context — notes, emails, tasks, sequences — without switching to an external CRM). Both were underserved by the current product for entirely different reasons.
