Context Where it started
Absher Business is a company-formation and corporate-services firm with sales and operations teams in Dubai and Riyadh. By mid 2026 the sales team was working out of a CRM, Word contract templates, WhatsApp threads, ClickUp and Excel. Each tool served one team. Nothing connected sales to operations to accounting, and management saw the numbers only when someone spent a day or two building a report by hand.
I had spent a year fixing this with process and training. The process was fine. The tools were the limit. In June 2026 I decided to build the system myself.
Challenge What had to change
Every commercial step had too many layers. A contract took a rep 5 to 6 hours from template to signed copy. Proposals were built by hand, each one slightly different. Onboarding a new client meant a chain of messages between sales, operations and accounting, and things got lost in the chain.
Underneath that, there was no single source of truth. Pricing lived in one place, process in another, commission rules in a spreadsheet only two people understood. Renewals were not being worked at all, so client retention was out of the game for us. And any system I built had to earn adoption from 11 reps, then operations, then accounting, with no cutover event and no development team.
Approach What was done
Ship One Thing in Five Days, Then Keep ShippingI started with the Contract Creator: pick the services and scope, set the price, company signature and stamp applied automatically, bilingual PDF generated, client signs through a secure link with a full audit trail. Live on day 5. From there I shipped feature by feature, staging first, production only after a check. 31 written plans, 152 database migrations and 1,335 automated tests later, it is still the same method.
Unify the Commercial ChainProposals with margin breakdowns, approvals for custom terms, invoices and receipts with instalment plans, commission rules frozen per paid contract, a live leaderboard, and a renewals register covering 769 client licences. A signed and paid contract becomes a project, the client fills one registration form, and operations takes over inside the same portal. Each service got one SOP inside the portal: its required documents, its operations steps and the actions each role takes. One price list, one process, one commission rule, visible to everyone.
Bring the CRM InsideI migrated the company from HubSpot to GoHighLevel and put the CRM inside the portal: a deals board with live two-way sync, tasks, notes, call and WhatsApp logs, email sent from each rep's own Microsoft 365 mailbox, Teams meetings booked from the deal page. Before HubSpot was switched off I recovered 795 of 810 historical won dates and 3,922 stage entries so the reports kept their history.
Reporting Management Can TrustEvery stage change is recorded (43,000 so far) and the pipeline is photographed nightly. Management has five pipeline reports, a lead-quality report and an executive dashboard that read live from the data. I validated the funnel against the old charts before anyone relied on it: New Investor to Connected came out at 40.8% against the old 39.8%.
I designed, built, tested and deployed all of it myself, alongside my role as Growth Manager, with Claude Code as my development partner. No agency, no development team. My estimate is that reps got around 30% of their selling time back; the numbers below are the ones I can show on screen.
Why I built it this way The reasoning
I built one portal on the stronger code base instead of integrating two. One system means one price list, one process and one commission rule.
I shipped features one by one, staging first, so the team never had to stop working for a cutover.
A deal counts as won only when a contract is signed and payment is verified, never by hand. That is what makes the reports worth trusting.
Where it stands now As of October 2026, sales.abshergo.com is becoming Absher's single internal portal, built feature by feature with no rebuild. The older client portal will be retired once its projects move across, and the next releases bring project delivery and client onboarding into the same portal.
