Case Study: How TESTA Built a Scalable Commercial Operation Without Rebuilding Their Tech Stack
Client: TESTA.io, a globally recognised provider of quality assurance and testing services for the iGaming industry.
The Challenge
As TESTA grew internationally, their commercial operation started to show the cracks that come with scale.
Leads were arriving from multiple sources, the website, Calendly bookings, events, referrals, outbound outreach, but there was no consistent path from first contact to a conversation. Different people tracked things in different places: a spreadsheet here, an inbox there, notes in a separate tool. The CRM was open, but it wasn't where the truth lived.
The result was familiar:
- The same lead might be handled differently depending on who picked it up
- Follow-ups depended on who remembered to do them
- Management had no reliable view of pipeline health without manually chasing updates every week
- Meetings got booked without anyone recording them in the CRM
“Lead generation is my main Marketing KPI and I needed better visibility on the sales cycle because I wanted to understand what leads were working best. But getting good data was hard because our CRM was fragmented. Opman came in and diagnosed the problems from my POV, Sales' and Operations'. And the rest is history. We're set up now with a custom CRM that tracks deals better and gives me the insights I need to iterate properly on my work. And down the line on the sales side it massively improved our response time.”
Where We Started
Before writing a single line of automation, Opman spent time understanding how the commercial team actually worked.
We mapped the recurring tasks of each person involved, marketing, sales, leadership, and asked simple questions: What triggers this? What do you do next? What breaks?
What came back was honest: three or four tools holding different parts of the same story, next steps living in people's heads, and a sales team spending a meaningful chunk of their week on coordination and administration instead of selling.
The bigger opportunity was not just automation. It was getting the team to agree on how things should work, what happens when a lead comes in, who owns it, what happens at each point in the sales process, and when other people should be informed.
Those conversations, between marketing, sales, and leadership, produced a shared model that had not been written down before. That model became the foundation for everything that followed.
What We Built
With the process agreed, Opman built an automation layer that sits between TESTA's existing tools, no migrations, no disruption to how the team already works.
Every inbound lead lands in one place. Whether someone fills in a website form, books a meeting directly, or a rep adds them manually, they end up in the CRM consistently, with the right source, context, and owner.
The sales process runs itself at the right moments. When a deal moves forward, the relevant tasks and reminders are created automatically for the rep. The checklist the sales team agreed on runs without anyone having to remember it.
Leadership gets visibility without asking for it. A weekly summary lands in Slack on Friday mornings. Deals that have gone quiet get flagged automatically every Monday, so stalled opportunities don't stay invisible.
The team stays informed, not overwhelmed. Notifications go to the right channel at the right moments, a new lead, a meeting booked, a deal moving forward, rather than a constant stream of noise.
Confirmation emails go out automatically. When someone fills in a form or books a meeting, they receive a timely acknowledgement. It matters for the impression TESTA makes at the first point of contact.
Results
The full engagement, from first conversation to a live, handed-over system, ran in approximately 8 weeks.
“The biggest outcome was that the commercial process became visible and dependable. Leads now come into Pipedrive with the right source, context and owner attached, meetings are logged against the right record, and follow-up tasks are created automatically instead of relying on memory. That has saved the team several hours of admin and coordination each week, but more importantly it has reduced the risk of good leads going quiet simply because the next step was unclear.Our lead response time for email is 0.61 days; and on average it takes 4.0 days for first meetings). And since the final CRM steps were set up not a single step of a single follow-up has been missed.”
In general terms, the project delivered:
- A single, consistent intake path for every inbound lead
- A sales process that executes the agreed checklist automatically at each stage
- Visibility for leadership without manual preparation
- Meetings that always get logged against the right record
- Confidence that nothing is falling through the cracks
What Made It Work
The technology was the straightforward part. What actually made the project work was the process clarity that came first.
By taking the time to map how the team worked and facilitating the right conversations, the automation reflected decisions TESTA had made, not assumptions Opman had made on their behalf. That meant the system fit how the team actually sells, rather than how a generic template imagines they do.
It also meant the handover was real. The project closed with plain-English documentation and self-serve controls so the team can adjust task content, alert timing, thresholds, and notification channels themselves, without needing a developer. TESTA owns the system and can operate it independently from day one.
“For Sales, the value was not just automation. It was having a system that reflects how we actually work. Opman helped us turn a lot of informal knowledge into a clear commercial process, then built the automation around that. We now have better visibility, cleaner handovers and much more confidence that every opportunity is being followed up properly. That gives the team more time to focus on conversations, relationships and closing business.”
Prepared by Opman · June 2026