Midline Seven

Lead Operations Platform

A CRM built for volume: import, assign and work hundreds of thousands of leads.

Discipline
Business Systems
Status
In daily use
Proof
500K+ leads handled
Lead platform, Leads Overview table with status tabs, filters and lead rows
Screenshot of the running product with sample data. Names and client marks are blurred.

Overview

A lead management platform for an outbound sales team. Leads are imported from Excel or CSV, grouped, assigned in bulk and worked through calling tasks, with every call, note and status change on record.

Role
Product design, frontend and backend engineering
Services
CRM design, Web application, Data import, Real-time features, Analytics
Platform
Web application

Impact

500K+

Leads handled

The platform has handled more than 500,000 leads, with import, assignment and calling tasks running in one place.

Context

The team works large lead lists across countries and categories. Managers need to split the work fairly and see progress as it happens. Callers need a clear next lead.

Challenge

At hundreds of thousands of records the naive version breaks: imports time out, tables crawl and bulk actions collide. The product also had to keep a clean history of every interaction, for handover and for reporting.

Strategy

The decisionsthat shaped it.

  1. 01

    Bulk first

    Import, assignment and status changes are designed as bulk operations from the start, not as loops of single edits.

  2. 02

    Tasks over lists

    Managers turn segments into calling tasks with owners and due dates. Callers work a task, not a spreadsheet.

  3. 03

    History by default

    Every status change and note is logged with who and when, so a lead can change hands without losing context.

Lead platform dashboard with lead counts, monthly trend and top performers
Dashboard: today's and this month's leads, the monthly trend and lead generation by team member.

Experience

The main paths through the product, in the order people take them.

Who does what,in what order.

Manager

  1. Import list
  2. Group and tag
  3. Bulk assign
  4. Create calling task
  5. Review analytics

Caller

  1. Open task
  2. Call lead
  3. Log outcome
  4. Set call-back
  5. Next lead
Lead platform, Leads Overview table with status tabs, filters and lead rows
Every lead status in the data model is one click away: new, call back, interested, on board and the rest.

Interfacedecisions.

  • 01

    Statuses are defined once and used everywhere: New, Interested, Call-back, On-board.

  • 02

    Country, group and status filters are always one step away.

  • 03

    Trash and a vault keep deletions recoverable.

Engineering

Architecture in brief. The stack supports the product, not the other way round.

What powers it.

  1. 01Interface

    • Next.js
    • Redux Toolkit
    • Radix UI

  2. 02Services

    • Express API
    • Socket.io
    • Role-based access

  3. 03Data

    • MongoDB

  4. 04Integrations

    • Excel and CSV import
    • Email invitations

Real-time progress

Assignments and task progress are pushed over Socket.io, so managers watch work happen.

Access by role

Admins, managers and members see different scopes, enforced in the API rather than the interface.

Reversible by design

Leads move to trash before they are removed. Mistakes are recoverable.

Outcome

The platform has handled more than 500,000 leads, with import, assignment and calling tasks running in one place.