Desenvolvimento de um modelo de gestão comercial com apoio de CRM e tecnologias de automação: aplicação prática na Thomazini Digital

Abstract

This study aims to propose and apply a commercial management model supported by Customer Relationship Management (CRM) technologies and automation, seeking to increase predictability, operational efficiency, and scalability in digital microenterprises. The research was developed through a case study conducted at Thomazini Digital, a Brazilian digital marketing company that serves the construction industry in the United States. It is characterized as applied research with a qualitative, exploratory- descriptive approach. Initially, a diagnostic analysis of the company's commercial operations was carried out, identifying bottlenecks related to the absence of performance indicators, inconsistent follow-up processes, and excessive dependence on the partners for daily operations. Based on a literature review addressing commercial management, CRM, and automation, a data-driven management model was structured using the Avantto CRM system to configure sales pipelines, contact automations, and performance dashboards. The partial implementation of the model allowed the assessment of operational and commercial indicators such as conversion rates, customer acquisition cost (CAC), response time, and customer lifetime value (LTV). It is expected that the full implementation of the model will provide greater revenue predictability, reduce managerial overload, and establish a more systematic sales routine. This work contributes by demonstrating how small businesses can adopt automation and relationship management technologies in a practical and measurable way, serving as a reference for similar companies with limited resources.