Skip to main content
Pipedrive, Monday, Hubspot CRM Agency in Swindon and South West England | Webcite Tech
Cecure Intelligence Case Study — Pipedrive CRM | Webcite.ai
← Back to case studies
Case Study · Public Sector · CRM and Outbound

How Cecure Intelligence built a scalable outbound engine for the UK public sector

A govtech business with a compelling product and a clear market opportunity needed a CRM and a proven outbound process to reach it. We built both.

Cecure Intelligence
GovTech · Democratic Website
UK Public Sector
Pipedrive CRM
12Week structured outbound pilot with every touchpoint tracked in Pipedrive
300+UK local authorities identified as target accounts running on legacy systems
1Reusable outbound framework built and handed over for the team to run independently
The Context

A strong product.
A wide-open market. No system to reach it.

Cecure Intelligence had built Democratic Website, a modern committee management platform for UK parish and town councils. The product addressed a real problem: most local authorities were still running on Civica Modern.Gov, an ageing legacy system with well-documented limitations.

The opportunity was significant. Around 300 of the 380 UK local authorities still on the legacy Civica system represented a clear, reachable target market. SAPPP 2025 compliance requirements were creating additional urgency for councils to modernise. The product was ready. The outbound process was not.

Cecure had a sales team and a growing pipeline but no structured CRM, no consistent outreach process, and no way to track what was working across a complex, relationship-driven public sector sales cycle.

The Challenge

Good conversations happening.
None of them being captured.

01

No CRM in place

Prospect conversations, council contacts, and follow-up commitments were tracked in a mix of email threads and personal notes. There was no central record of who had been contacted, what had been said, or what the next step was.

02

No defined outbound process

The team were reaching out to councils but without a consistent sequence, clear messaging, or defined qualification criteria. Response rates were unpredictable and conversion through the pipeline was hard to assess.

03

Public sector sales cycles needed a different approach

Selling to local authorities is not like selling to a commercial business. Procurement timelines are long, multiple stakeholders are involved, and trust is built over several touchpoints. The outreach process needed to reflect that.

04

No way to measure what was working

Without a CRM tracking every touchpoint, there was no data on open rates, response rates, or pipeline velocity. Decisions about who to target and how to prioritise were based on instinct rather than evidence.

The Solution

Two phases. CRM first.
Then a structured outbound pilot.

We approached this in two distinct phases. First, get the foundations right. Second, build and run a repeatable outbound process on top of them.

Phase 01Pipedrive CRM implementationFoundation
Before any outreach, we configured Pipedrive around the Cecure sales process: how councils were identified, how conversations progressed, and what a qualified opportunity looked like in the public sector context.
Pipeline stages mapped to the public sector buying cycle, not a generic sales template
Council contact records structured with relevant fields: authority type, current system, key decision-makers, compliance status
Email integration so every council conversation was logged automatically
Activity reminders and follow-up sequences built for long-cycle public sector relationships
Phase 0212-week structured outbound pilotOutbound
With the CRM in place, we ran a 12-week outbound pilot targeting legacy Civica councils. Every touchpoint was tracked in Pipedrive so the team could see exactly what was working and carry the framework forward independently.
Target account list built from the 300+ legacy Civica councils identified as active prospects
Outbound messaging developed around SAPPP 2025 compliance urgency and product differentiation
Multi-touch sequence across email and phone with defined follow-up intervals for public sector timelines
100% of outreach activity tracked in Pipedrive so response rates, engagement data, and pipeline movement were measurable throughout
Full outbound framework documented and handed over so the Cecure team could run it independently after the pilot
Platform used:Pipedrive CRM — Authorised Partner Implementation
The Results

A CRM they trust and an outbound process
they can run without us.

Pipedrive configured around the public sector sales cycle with every council contact, conversation, and next step in one place
12-week outbound pilot completed with 100% of activity tracked so the team had real data on what was generating engagement
300+ legacy Civica councils in the pipeline as active target accounts with contact records, engagement history, and follow-up sequences in place
A reusable outbound framework built, tested, and handed over so the Cecure team can run the same process independently
Leadership had visibility of the full pipeline for the first time — every council, every stage, every next action in Pipedrive
"We knew the market was there but we had no way of working it consistently. Now we have a pipeline we can see, a process we can follow, and a team that knows exactly what to do next."Cecure Intelligence · Democratic Website · UK Public Sector

Want to see what this looks like for your sector?

We'll map your current setup, identify where things are breaking down, and show you what a proper system looks like.

Book a free consultation
Try Pipedrive Free