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Serrano Bookkeeping’s Sales Workflow Transformation with STRMS
Serrano Bookkeeping faced significant challenges in managing their sales workflow, resulting in inefficiencies, missed opportunities, and a heavy reliance on manual processes. By implementing STRMS, they successfully streamlined their lead management, onboarding processes, and client communication, dramatically improving their overall efficiency.
Company Size
5+
Industry
Accounting & Bookkeeping
Apps Automated
Airtable, Keeper, Jotform, Gmail & Calendly
Manual Workflow Challenges
Before adopting STRMS, Serrano Bookkeeping faced challenges with manual workflows, particularly in managing the onboarding process and lead communications. Founder Luis Serrano explains, “We know the value of helping clients transition from outdated accounting practices to modern solutions. The instant and long-term benefits of these strategic improvements are clear, but it's easy to overlook inefficiencies in our own processes.”
With over 20 years in the bookkeeping industry, Luis has cultivated a culture of continuous improvement at Serrano Bookkeeping.
By enhancing workflow efficiencies, the team at Serrano Bookkeeping achieves significant savings in energy, resources, and time, which boosts both morale and firm capacity.
“With STRMS’s guidance, we didn’t just adopt automation; we strategically implemented automation into better-developed, faster workflows on both the customer and internal side. Once we improved onboarding, it was like watching the rest of our process dominos fall into place,” says Luis.
The Deployment Process
STRMS began the implementation by working closely with Serrano Bookkeeping through a process mapping exercise. This allowed both teams to get a clear, bird's-eye view of current workflows and strategize where automation would be most effective.
Serrano appreciated STRMS’ collaborative approach, noting that they provided expert guidance throughout the process while allowing Serrano Bookkeeping to maintain ownership of their workflow decisions. STRMS facilitated weekly meetings to track progress, and while there were occasional delays due to incomplete tasks on Serrano Bookkeeping’s end, STRMS remained patient and proactive in pushing the project forward.
"I highly recommend STRMS for businesses… Having someone come alongside and help build that out for you and lead you in, that is going to reap so much benefit than going at it yourself and it taking longer and being less effective.”
Luis Serrano, Founder of Serrano Bookkeeping
Automated Solutions by STRMS
STRMS implemented several key automations to address Serrano Bookkeeping’s workflow challenges, with a focus on lead communication and onboarding, “It’s almost like we take a step, automation takes a step, and it compounds in our efficiency.”
Lead Communication Automation: STRMS enabled automatic data capture for incoming leads, allowing Serrano Bookkeeping to gather more information upfront and reducing the time spent on manual entry. As leads progressed through the pipeline, automated responses kept communication flowing seamlessly, saving time and improving consistency.
Onboarding and Client Management: Serrano Bookkeeping’s onboarding process was enhanced through automation, making it more scalable and efficient. The introduction of Airtable allowed them to manage client workflows, team communication, and task tracking in a unified platform. Serrano described this as building a “six-lane highway” instead of a “three-lane highway,” meaning that their workflows were built with future growth in mind.
This process map, created by the STRMS team for Serrano Bookkeeping, outlines the workflow from lead capture to client onboarding. Leads are entered into Airtable and a discovery call is scheduled. After receiving access, the team conducts a QuickBooks review and sends a proposal. Once the client agrees, engagement documents are prepared and signed via Anchor. The client provides payment info, which is added to Keeper, and Luis coordinates document uploads. Automation helps streamline steps, with Airtable tracking progress and integrations like Keeper, Jotform, and Anchor ensuring a smooth onboarding process.
STRMS provided automations that not only saved time but also allowed Serrano Bookkeeping to focus on scaling their business. With more efficient systems in place, Serrano Bookkeeping was positioned for growth without being constrained by operational inefficiencies.
By leveraging the expertise of STRMS, Serrano Bookkeeping transformed their sales and onboarding workflows, improving efficiency, saving time, and creating a scalable foundation for future growth. The partnership between Serrano Bookkeeping and STRMS is an example of how automation can empower businesses to focus on growth while improving day-to-day operations.
