Tip: Using Scroll Exporter Extensions you get access to very handy macros such as scroll-page-break which enables you to add page breaks in your exports within your Confluence content.
Problem Statement
Based on our Q2 market research and interviews with 15 mid-market sales teams, we've identified a significant efficiency gap. Sales representatives spend an average of 8-10 hours per week on manual, non-revenue-generating tasks, including repetitive data entry into CRMs, manual email follow-ups, and tracking pipeline progression. This administrative burden directly reduces active selling time by up to 25%, slows down the average sales cycle, and leads to inconsistent prospect engagement, directly impacting top-line revenue.
This problem represents a clear business opportunity. The market for sales automation tools is growing, but existing solutions are often overly complex, require technical expertise to implement, or are prohibitively expensive for mid-market teams. By failing to address this, we risk losing potential customers to more agile competitors.
Objective
CleverApp enables sales teams to automate and scale their outreach, follow-ups, and pipeline management through an intuitive no-code workflow builder. Our objective is to reduce repetitive manual work and increase productivity, allowing sales reps to spend more time selling and less time managing tools. This aligns with Good Software’s mission to unleash productivity for business teams by building software that’s powerful, yet easy to use.
User Personas
Sam the Sales Rep
Role: Account Executive, Mid-Market Tech
Quote: "My commission depends on building relationships and closing deals, not on data entry. Every minute I spend updating the CRM is a minute I'm not selling."
Goals:
Hit and exceed his quarterly sales quota.
Spend more time actively communicating with high-value prospects.
Maintain a clean and accurate pipeline with minimal effort.
Frustrations:
Forgetting to follow up with leads, causing them to go cold.
Juggling multiple tools (email, calendar, CRM, spreadsheets) to track his work.
Team-wide processes that feel rigid and add administrative overhead.
Maria the Manager
Role: Sales Manager, 2-8 direct reports
Quote: "I need a clear view of my team's activity and pipeline health to forecast accurately and coach effectively. If the data in the CRM isn't reliable, I'm flying blind."
Goals:
Ensure her team collectively meets or exceeds its sales targets.
Provide accurate sales forecasts to leadership.
Effectively coach reps by identifying bottlenecks and sharing best practices.
Frustrations:
Inconsistent processes across her team leading to variable results.
Chasing reps to update their opportunities in the CRM.
Lack of real-time visibility into outreach performance (e.g., email open rates, reply rates).
Success metrics
Goal | Success Metric |
|---|---|
Reduce time-to-close for sales teams by automating key steps | Decrease average sales cycle length by 20% within 6 months |
Increase visibility into sales pipeline performance | Reach 80% adoption rate within the first month of rollout |
Make it easy for teams to scale outreach with personalized workflows | Reduce manual sales task volume by 50% per user within the first quarter |
Ensure usability and satisfaction of the product | Maintain Customer Satisfaction (CSAT) score of 4.5+ |
Analytics & Measurement Plan
Success Metric | Measurement Plan |
|---|---|
Decrease sales cycle length by 20% | Metric: Avg. days between opportunity_created and opportunity_closed_won dates in the CRM. <br> Report: A time-series dashboard in our BI tool comparing this metric for CleverApp users vs. a pre-launch baseline. |
80% adoption rate | Metric: Percentage of licensed users who log in and trigger at least one workflow action per week. |
Reduce manual task volume by 50% | Metric: Ratio of automated actions (email_sent_by_workflow, crm_updated_by_workflow) to total actions. <br> Report: An in-app dashboard for Sales Managers showing a per-user breakdown of automated vs. manual tasks. |
Maintain CSAT of 4.5+ | Metric: Average score from an in-app survey asking, "How satisfied are you with CleverApp?" |
Assumptions
Sales teams already use tools like Salesforce, HubSpot, or Pipedrive.
Users want to automate without coding or technical knowledge.
Teams want flexible playbooks that adapt to their business needs.
Milestones
Q3 2025: Foundation & Alpha (July 1, 2025 - September 30, 2025)
Goal: Build and validate the core engine of CleverApp with a small group of alpha testers.
Key Milestones:
Workflow Builder (MVP) Development:
Target: July 7, 2025 - August 29, 2025
Focus on the primary drag-and-drop functionality and core logic.
Initial CRM Integration (Salesforce & HubSpot):
Target: July 21, 2025 - September 12, 2025
This runs in parallel with the builder, ensuring the core components can connect to data sources.
Internal Alpha Release & Feedback:
Target: September 15, 2025 - September 30, 2025
Onboard internal teams and pilot customers. Gather critical feedback to prepare for the Public Beta.
Q4 2025: Core Feature Expansion & Public Beta (October 1, 2025 - December 31, 2025)
Goal: Expand the feature set to cover the full sales rep and manager lifecycle and prepare for a public launch.
Key Milestones:
Email Sequencing Module Development:
Target: October 6, 2025 - November 7, 2025
Build out template creation, scheduling, and reply-tracking functionalities.
Metrics Dashboard (V1) & Role-Based Permissions (MVP):
Target: October 20, 2025 - December 5, 2025
Develop the initial dashboard for managers and basic access controls for teams.
Public Beta / General Availability Launch:
Target: Week of December 8, 2025
Launch the platform to the public and begin tracking key success metrics (adoption, CSAT).
Holiday Code Freeze & Stability Monitoring:
Target: December 19, 2025 - January 5, 2026
Pause new feature development to ensure platform stability during the holiday period.
Q1 2026: Scale & Intelligence (January 6, 2026 - March 31, 2026)
Goal: Enhance the platform based on user feedback and data, and introduce intelligent features to accelerate productivity.
Key Milestones:
Smart Suggestions (V1) Development:
Target: January 13, 2026 - February 27, 2026
Begin development of the AI-powered recommendation engine using data from the public launch.
Expanded CRM Integrations (Based on Demand):
Target: February 2, 2026 - March 20, 2026
Begin work on integrating the next most-requested CRMs from customer feedback.
Advanced Dashboard & Reporting Features:
Target: February 23, 2026 - March 31, 2026
Roll out enhancements to the metrics dashboard, including more filters and export options.
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Milestones Roadmap
Requirements
Requirement | User Story | Importance | Jira Issue | Notes |
|---|---|---|---|---|
Workflow Builder | As a Sales Manager, I want to define sales workflows using drag-and-drop building blocks, so my team can run consistent, high-performing processes. | high | Supports modular automation for sales teams. First feature to validate in alpha testing. | |
CRM Integration | As an Operations Admin, I want to integrate CleverApp with our CRM and email tools, so data is synced and up to date. | high | Initially launching with Salesforce and HubSpot support. Others based on demand. | |
Email Sequencing | As a Sales Rep, I want to schedule personalized emails as part of workflows, so I can automate follow-ups. | high | Includes templates and reply tracking. | |
Smart Suggestions | As a Sales Rep, I want AI-powered recommendations for my next action, so I can act faster and smarter. | low | AI components will be trained using anonymized workflow data. | |
Metrics Dashboard | As a Sales Manager, I want to see workflow performance metrics, so I can optimize outreach and remove bottlenecks. | high | Key for demonstrating ROI of CleverApp to stakeholders. | |
Role-Based Permissions | As an Admin, I want to control access to workflows and data, so our team data is secure and roles are clear. | medium | Follows Good Software's permission framework. MVP includes basic role levels. |
User interaction and design
Design Direction
Clean, modular UI aligned with Good Software’s design language.
Focus on clarity and guidance for non-technical users.
Accessibility
Full keyboard navigation
WCAG 2.1 AA compliance
Tooltips, error states, and focus indicators
Dependencies
Dependent Team | Reason for Dependency |
|---|---|
Marketing | Collaboration on launch announcements and blog posts. |
Legal & Privacy | Review of data handling practices for GDPR compliance. |
Customer Support | Training on new features to prepare for user questions. |
Open Questions
Question | Answer | Date Answered |
|---|---|---|
What is the minimum number of CRM integrations needed at launch? | — | — |
How should users be onboarded into workflow creation (tours, templates, AI help)? | — | — |
Should we support exporting workflows to other systems (e.g., JSON format)? | — | — |
Out of Scope
Mobile apps
Advanced AI sales forecasting
Support for non-sales use cases (e.g., marketing automation)
Reference materials
User Interview Synthesis: Sales Team Productivity Pain Points
Competitive Analysis: Competitive Analysis: Sales Automation Landscape Q2 2025
UI/UX Design Mockups: CleverApp - Figma Mockups & Prototypes (V1)
Technical Documentation: Technical Architecture Proposal for CleverApp CRM Integration
Project Kick-off Meeting: CleverApp Kick-off Meeting Notes & Decisions