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Track II — Marketing · Module 2C 2.5 hrs

About this module

Customer relationships are one of the most valuable assets in any business, yet many entrepreneurs manage leads, customers, follow-ups, and sales opportunities using disconnected spreadsheets, inboxes, sticky notes, or memory. This module introduces entrepreneurs to Customer Relationship Management (CRM) systems in a practical and immediately usable way.

Participants will learn how to select, structure, implement, and use a CRM system to improve lead tracking, sales follow-up, customer communication, forecasting, retention, and team coordination. The workshop focuses on practical business workflows rather than technical complexity.

Using Ontario and Canadian small business examples, participants will build CRM processes that support real-world sales activity, customer management, and operational growth. The session includes hands-on exercises, sales pipeline design, automation examples, and reporting methods.

Learning objectives

By the end of this workshop, participants will be able to:

  • Understand the role and business value of CRM systems in sales management and customer retention
  • Identify the key components of an effective CRM structure and sales pipeline
  • Organize and segment leads, customers, opportunities, and communication activities
  • Design automated follow-up workflows and customer tracking processes
  • Use CRM reporting and dashboards to improve sales forecasting and decision-making
  • Select and implement CRM tools appropriate for their business size, industry, and budget

What you'll walk away with

Participants will leave with a practical CRM structure ready to implement immediately using affordable or free CRM platforms:

  • CRM Selection Comparison Worksheet
  • Sales Pipeline Design Template
  • Lead Qualification Scoring Tool
  • Customer Onboarding Workflow Template
  • CRM Data Entry Standards Checklist
  • Follow-Up Scheduling Framework
  • Customer Segmentation Spreadsheet
  • CRM KPI Dashboard Template
  • Sales Forecasting Spreadsheet
  • Contact Management Template
  • CRM Implementation Checklist
  • CRM Automation Planning Worksheet
  • Customer Retention Tracking Sheet
  • CRM Audit & Cleanup Checklist
  • Sample CRM Reporting Dashboard

Who should enroll

Entrepreneurs managing leads and follow-ups through inboxes, spreadsheets, or memory
Small business owners who have lost deals because of poor follow-up or disorganized contacts
Ontario operators ready to bring structure and consistency to their sales process
Founders who want to forecast revenue and understand where deals are getting stuck
Service-based businesses managing multiple clients, quotes, and ongoing relationships
Anyone who wants to replace manual tracking with a system that scales with their business

This 2.5-hour workshop is structured around six teaching blocks, each paired with a practical exercise you complete using your own business as the case study.

01
What a CRM Does & Why It Matters
A plain-language breakdown of what CRM systems actually do, how they improve sales consistency, and why managing customer relationships in your head or inbox is costing you revenue. Overview of the most practical free and low-cost platforms for Ontario small businesses.
02
Choosing the Right CRM for Your Business
How to evaluate HubSpot Free, Zoho, Pipedrive, and other platforms based on business size, team structure, and sales process. Participants complete a CRM comparison worksheet and leave knowing which platform to implement first.
03
Designing Your Sales Pipeline
How to map your sales stages from first contact to closed deal, define exit criteria for each stage, and build a pipeline that reflects how your customers actually buy. Participants design a custom pipeline for their business during the session.
04
Organizing Contacts, Leads & Opportunities
How to structure your CRM data — contact records, company profiles, deal stages, and activity logs. Lead segmentation, tagging, and data entry standards that keep your CRM clean, searchable, and useful over time.
05
Automating Follow-Ups & Customer Workflows
How to set up automated reminders, follow-up sequences, and customer onboarding workflows inside your CRM so no opportunity falls through the cracks. Includes an automation planning exercise participants complete during the session.
06
CRM Reporting, Forecasting & Ongoing Maintenance
How to use CRM dashboards and reports to track conversion rates, forecast revenue, and identify bottlenecks in your sales process. Best practices for keeping your CRM accurate, audited, and genuinely useful as your business grows.

This module runs as a single 2.5-hour interactive workshop. Choose the format that works best for you.

Live In-Person Workshop

Held at our Richmond Hill facility. You'll work alongside other Ontario entrepreneurs in a hands-on environment with direct access to your instructor. Maximum group size ensures personal attention.

Live Online Workshop

Instructor-led via video with the same interactive exercises, group discussions, and real-time implementation. Participate from anywhere in Ontario without missing any content.

Workshop Structure

Every session follows the same proven format: 20 minutes of context and objectives, focused teaching blocks with practical exercises, two Ontario-based case studies, and a 30-minute action planning close.

What's included with every session

Full slide deck
15 templates & tools
2 Ontario case studies
Sales pipeline design template
CRM comparison worksheet
25-question assessment

Marketing · Module 2C

Setting Up & Using a CRM

$250.00

Duration 2.5 hours
Format In-person or Online
Track Track II — Marketing
Assessment 25-question quiz