How an SMB Centralized Its 12 Forms on a Single Platform

Twelve forms. Five different tools. Three part-time people to manage incoming requests. This was the daily reality at NovaTech Solutions, a Lyon-based SMB of 30 employees specializing in B2B software publishing.

In six months, this company centralized its 12 forms on a single platform. The result: 65% time saved on request processing, zero lost leads, and a team finally freed from repetitive tasks.

Here’s their journey, their mistakes, and the lessons you can learn from it.

The Diagnosis: A Jungle of Forms

The Inventory That Started It All

In March 2024, Claire, Director of Operations at NovaTech, decides to map all the company’s collection points. The finding is damning.

The 12 forms identified:

Main website contact (WordPress + Contact Form 7)
Product demo request (Typeform)
Newsletter signup (Mailchimp)
HR applications (Google Forms)
Level 1 customer support (Zendesk)
Partnership request (manual email)
Webinar registration (Eventbrite)
Product feedback (custom form)
Quote request (PDF by email)
Complaints (dedicated email inbox)
LinkedIn page contact (direct messages)
Customer review form (Google Forms)

Each form had its own tool, its own credentials, its own notifications.

The Symptoms of Chaos

Claire quickly identifies the problems:

Unpredictable response time: from 2 hours to 5 days depending on the channel
Lost leads: 15% of demo requests went without follow-up
Undetected duplicates: prospects contacted 3 times by different teams
Impossible reporting: no global view of incoming requests
Team frustration: 3 people spent 2 hours daily sorting requests

The estimated cost of this disorganization: $45,000 per year in lost time and missed opportunities.

The Decision: Centralize Everything

Why a Single Platform

NovaTech had two options:

Option 1: Optimize each existing tool, create bridges, automate transfers.

Option 2: Migrate to a single platform capable of handling all types of forms.

The cost/benefit analysis decided it. Option 1 required:

6 months of technical development
Multiple maintenance
Cumulative subscription costs ($387/month)
Growing complexity

Option 2 offered:

Deployment in 4 weeks
Single interface for the whole team
Reduced cost (under $100/month)
Guaranteed scalability

The Selection Criteria

The team defined 7 non-negotiable criteria:

No-code form creation: the marketing team must be autonomous
Notification management: customized alerts by request type
Multi-user collaboration: access for 8 employees
Native GDPR compliance: data storage in Europe
CRM integrations: connection with their sales tool
Feedback widget: collecting user feedback on the product
Newsletter management: subscriber centralization

After evaluating 6 solutions, NovaTech chose an all-in-one platform meeting all these criteria.

The Migration: 4 Weeks to Change Everything

Week 1: Preparation and Prioritization

The team ranks the 12 forms by criticality:

High priority (to migrate first):

Demo request (direct commercial impact)
Website contact (first point of contact)
Customer support (customer satisfaction)

Medium priority:

Newsletter
Product feedback
Quote request

Low priority:

HR applications
Partnerships
Others

This prioritization generates quick results while limiting risks.

Week 2: Critical Form Migration

Three forms are recreated and deployed:

Demo request form:

4 fields (name, email, company, main need)
Instant notification to sales team
Automatic confirmation email with calendar link
Creation time: 45 minutes

Main contact form:

5 fields with automatic routing by subject
Sales inquiry to sales team
Technical question to support
Other to administration
Creation time: 30 minutes

Support form:

6 fields including problem type
Automatic assignment by category
Slack notification for emergencies
Creation time: 1 hour

By the end of week 2, 40% of incoming requests flow through the new platform.

Week 3: Mass Deployment

Seven additional forms are migrated:

Newsletter with import of 4,200 existing subscribers
Product feedback with embeddable widget
Quote request with conditional fields
Applications with CV upload
Partnerships
Complaints with automatic escalation
Customer reviews

The feedback widget is deployed on NovaTech’s SaaS application. Within 48 hours, 23 user feedbacks are collected, more than the previous month.

Week 4: Optimization and Training

The team finalizes:

Training for the 8 concerned employees (2 hours)
Custom dashboard configuration
Weekly automatic report setup
Load tests and notification verification
Redirect from old forms to new ones

On March 28, 2024, all old tools are deactivated. Migration is complete.

The Results: Numbers That Speak

After 30 Days

Metric	Before	After	Change
Average response time	28 hours	4 hours	-86%
Leads without response	15%	0%	-100%
Daily management time	6 hours	2 hours	-65%
Tools used	5	1	-80%
Monthly tool cost	$387	$89	-77%

After 90 Days

Benefits are confirmed and amplified:

Demo conversion rate: +34% (better prospect follow-up)
Support customer satisfaction: 4.2/5 to 4.7/5 (faster responses)
Product feedbacks collected: x5 (more accessible widget)
Time freed: reinvested in product improvement

Claire’s Testimonial

“What surprised me most was how quickly the team adopted it. In two days, everyone knew how to use the platform. Before, each new tool required weeks of training.”

The 5 Key Success Factors

1. Progressive Migration, Not Big Bang

NovaTech didn’t switch everything at once. Prioritization by criticality allowed:

Validating the process on the most important forms
Adjusting before mass deployment
Maintaining service continuity

2. Quick Wins to Convince

From the first week, the sales team noticed the difference. Instant notifications on demo requests allowed calling prospects back within the hour. This visible result motivated the entire company.

3. A Clearly Identified Owner

Claire designated a migration lead: Thomas, digital marketing manager. His mission: coordinate, train, and solve problems. Without this central role, the migration would have drifted.

4. Automation From the Start

Rather than reproducing existing manual processes, NovaTech immediately automated:

Confirmation emails
Request routing
Team notifications
Follow-up reminders

These automations now represent 12 hours saved per week.

5. Rigorous Before/After Measurement

The team precisely documented the initial situation. Without this baseline data, impossible to measure gains. This rigor also justified the investment to management.

Mistakes Not to Repeat

Mistake 1: Underestimating the Transition Period

For two weeks, NovaTech had to monitor both old AND new forms. Some requests still came through old channels. Solution: set up redirects and alerts on old tools.

Mistake 2: Forgetting to Inform Customers

The support form changed appearance. Some loyal customers were disoriented. Solution: an information email sent to active customers before the change.

Mistake 3: Wanting to Customize Everything Immediately

Thomas spent three days configuring complex conditional fields. In the end, 80% of requests used the standard path. Solution: start simple, optimize later based on real data.

How to Replicate This Success in Your SMB

Step 1: Exhaustive Inventory

List all your collection points. All of them. Including those you forgot. Ask each department how they receive external requests.

Step 2: Analyze Hidden Costs

Calculate the real time spent managing your scattered forms. Include:

Connection time to each tool
Sorting and transferring requests
Creating manual reports
Training on each platform

This figure will justify your project.

Step 3: Choose the Platform

Prioritize a solution that centralizes forms, feedback, and newsletter. Skedox meets exactly this need with a unified interface for all your data collection needs.

Step 4: Pilot Migration

Start with one or two strategic forms. Validate the process. Measure gains. Then gradually expand.

Step 5: Immediate Automation

Don’t reproduce your manual processes. Take advantage of migration to automate everything that can be.

What’s Next? Next Steps for NovaTech

Six months after migration, NovaTech continues to optimize:

A/B testing forms: testing different versions to maximize conversions
Newsletter segmentation: targeted sends based on subscriber behavior
Feedback analysis: automatic categorization to prioritize product roadmap
Deep CRM integration: bidirectional data synchronization

Centralization was only the first step. It unlocked optimization potential that continues to generate gains.

Conclusion: Centralizing Forms, a Strategic Decision

NovaTech’s experience demonstrates that an SMB can centralize its 12 forms on a single platform in less than a month. Benefits go far beyond time savings: better customer experience, actionable data, freed teams.

Companies that persist with fragmented tools accumulate organizational debt. Every month, they lose hours, leads, and improvement opportunities.

Centralization is not a complex IT project. It’s a strategic decision made today that durably transforms your efficiency.

Ready to simplify your data collection? Discover Skedox and try the platform that enabled SMBs like NovaTech to take back control of their forms for free. In a few hours, you can centralize your first collection points and see the difference.

Your 12 forms are waiting for it.

SMB Centralizes 12 Forms on One Platform: Case Study