CodeixLab built a SaaS CRM platform centred on pipeline clarity. Leads move through configurable stages, staff record activities, managers track pipeline value, and conversion rules keep each lead’s status consistent with where it sits on the board.
Project overview
- Industry: Sales and CRM software
- Services: SaaS product development, web application development, UI/UX product design
- Platforms: Multi-tenant web application with a public API
- Tech stack: Ruby on Rails, Hotwire, GraphQL, PostgreSQL, Redis
The challenge
Many CRMs become cluttered because the data model does not match the sales workflow. Stages, sources, statuses, tasks, notes, owners and conversions all need to stay consistent while remaining easy for staff to use.
The classic failure is drift: a lead sits in the “Won” column while its status still says “Contacted”, so the dashboard and the board tell different stories. Once managers stop trusting the numbers, the CRM becomes a spreadsheet with extra steps.
Our approach
Configurable, account-level pipelines
Lead stages and lead sources are configurable records per account, so each business can model its own sales process without custom code.
Status follows the board
Moving a lead updates its status based on the target stage, records an activity entry and refreshes pipeline metrics in one transaction. Terminal won and lost stages carry clear semantics, so reporting always matches what staff see.
Role-based policies
Policies control who can configure the pipeline, assign leads, convert records and view branch-level data, which keeps larger teams organised and data private.
API-first from day one
A GraphQL API sits behind the interface, ready for mobile apps, integrations and automation tools such as n8n later on.
Key features
- Kanban pipeline with configurable columns and terminal won/lost stages
- Lead sources, owners, notes, tasks and full activity history
- Dashboard metrics derived from the same pipeline source of truth
- Role-based access control and branch-level visibility
- Multi-tenant account structure for a subscription business
- API ready for web, mobile and automation
Engineering decisions that mattered
- One source of truth: metrics are calculated from pipeline records, never stored separately.
- Consistency in one transaction: stage, status and activity change together or not at all.
- Tenant isolation: every query is scoped to the account, a must for any multi-tenant SaaS architecture.
What this means for your project
Whether you are building a niche CRM for a UAE industry or a sales tool inside a larger SaaS product, getting the data model right first saves months later. Explore our SaaS development service or book a free consultation.
Outcome
A production-ready CRM structure with role-based access, consistent pipeline semantics, activity history and dashboards built on one source of truth.