Updated On: 07 Nov, 2025
I’ve spent over 20 years working at the intersection of marketing, sales, and technology — and through these years, one thing has remained constant:Businesses don’t fail because of lack of tools. They fail because their systems don’t talk to each other.
I’ve been putting together my two decades of learnings into this Growth with Kylas series to help businesses grow the right way.At Kylas, our purpose has always been to give small and medium businesses an unfair growth advantage — not just through technology, but through education.
This episode is about how to set the right marketing process and how it reflects in your CRM — right from planning and execution to reporting and drawing insights.And I don’t say this lightly — you will be able to make far better use of Agentic AI and automation if your team has first set the process correctly.
When your marketing, sales, and CRM systems don’t speak the same language, growth becomes chaos. That’s where SOPs change everything. So before you even start setting up your CRM, start by setting your Sales & Marketing processes right.
Together with our marketing partner Amura Marketing Technologies, we’ve created a complete set of Prompts and Frameworks for every business type — B2B, B2C, B2B2C, and E-commerce.
Each prompt is designed to help you scale like an enterprise — without the complexity.
DM us (Kylas) or reach out to Riddhi from Amura to get the ready frameworks that can help your business scale.
Too often, I see businesses rushing to adopt new software, tools, or CRMs without taking the time to define the systems behind them.But the truth is, a CRM is only as powerful as the processes that run behind it.
If you don’t define:
then even the most advanced platform will give you incomplete visibility and poor ROI. So in this blog, I’ll take you through a step-by-step breakdown of how to set up your marketing process correctly inside your CRM — beginning with Research, moving into Planning, and ending with Reporting and performance improvement.
Before you can execute, you must understand. And that begins with marketing research.
Research is where your marketing process truly begins — not with ad creatives or budgets, but with data, intent, and insights.This stage defines your market opportunity, your customer needs, and your competitors’ blind spots.
When done right, it ensures that every rupee you spend later is guided by insight, not assumption.
Every business should start by answering three core questions:
Identify your audience segments, their needs, pain points, and buying triggers.
Analyze your competitors’ positioning, pricing, messaging, and market share.
Identify unmet needs, under-served geographies, and emerging trends.
Click here
This framework helps you generate:
This becomes the strategic foundation for everything that follows — your campaigns, automations, and reporting structure.
Once you’ve done your research, the next step is to structure it into a clear, executable plan inside your CRM.
At Kylas, we believe that planning is not just about what to do — it’s about how to make it measurable and repeatable. A good plan doesn’t live in Excel sheets; it lives inside your CRM, connected to real-time data and results.
Inside your CRM, your marketing should flow in a clear structure:
For every campaign:
The more granular you are at this stage, the more powerful your insights will be later.
Your CRM should become the command center for:
This template helps you:
When your planning process is mapped into your CRM, execution becomes faster, collaboration becomes easier, and measurement becomes precise.
Once your campaigns are live, your real work begins.Because execution without measurement is like marketing in the dark.
The purpose of CRM-integrated reporting is not just to count leads but to connect every metric — spend, engagement, quality, and revenue — into one continuous feedback loop.
We recommend breaking your reports into three clear funnel layers:
When this data is visible in your CRM dashboard, you can immediately see:
Your CRM should merge:
This connected view gives you end-to-end visibility — from the first ad click to the final deal closure.
It helps you:
When you track what truly matters, your marketing evolves from reactive to intelligent — from gut-feel decisions to data-driven growth.
When Research, Planning, and Reporting work together, your marketing transforms from a series of activities into a connected growth system.
Inside Kylas, you can:
With these processes, your CRM becomes your single source of truth — the bridge between marketing, sales, and business performance.
If there’s one thing I’ve learned while building Kylas and helping thousands of SMBs scale, it’s this:Growth isn’t accidental — it’s engineered.
And that engineering starts with having the right process.
When you Research deeply, Plan clearly, Execute consistently, and Report relentlessly — your CRM becomes more than a database. It becomes your growth operating system.
Audit. Plan. Execute. Report. Repeat.That’s the formula every business can adopt to create measurable, predictable, and scalable marketing success.
Together, these templates form a complete Marketing Operating System inside your CRM — built to help you analyze smarter, execute faster, and grow more predictably.
Mr. Vikram Kotnis is the Founder and CEO of Kylas, a leading provider of CRM solutions designed to help businesses scale efficiently. With over 21 years of experience, Vikram has a proven track record in technology and business leadership, having worked with Fortune 500 companies in the US before co-founding two successful startups. His deep understanding of customer needs and his passion for leveraging technology to solve complex industry challenges have been pivotal in shaping Kylas' innovative approach to CRM. Under his leadership, Kylas has become a trusted partner for businesses seeking to streamline their sales processes, enhance productivity, and foster long-term growth.
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