Sales Pipeline Automation
Automated lead capture, deal stage management, real-time commission calculation, and team performance dashboards — all in Google Sheets. No CRM license, no migration, no learning curve for teams that already live in Google Workspace.
The problem
Most sales teams at small and medium businesses are either under-CRMed or over-CRMed. They're either tracking leads in a shared spreadsheet that only one person can interpret, or they've bought a CRM subscription that became the tool they actively avoid because the onboarding was painful and the interface doesn't match their workflow.
The typical result: leads are tracked informally in WhatsApp groups, deal stages exist only in the salesperson's head, commissions are calculated manually each month in a separate spreadsheet that breaks every time someone adds a new deal, and the team lead has no real-time visibility into pipeline health or individual performance.
Pennysal solves this by staying inside the tool that Southeast Asian sales teams already trust: Google Sheets. Automated logic is layered on top — lead ingestion from forms and APIs, stage transitions with timestamps, commission rules configured once and calculated automatically on close — so the sales team gets a real pipeline with real accountability without changing their tool.
How it works
Pennysal is not a CRM you log into. It extends Google Sheets with structured pipeline logic: lead status columns, required fields by stage, and validation rules that prevent incomplete records from advancing. Your team uses the interface they know; the discipline comes from the structure underneath.
Leads from Google Forms, website contact forms, or API webhooks are automatically written to the pipeline sheet. Each lead arrives with a timestamp, source tag, and assigned owner — no manual data entry, no leads falling through the cracks.
Commission rules (percentage by deal size, product type, or salesperson tier) are configured once in a settings sheet. When a deal is marked as closed, the commission calculates automatically. Month-end payroll input is a single export.
A live dashboard sheet — updated automatically — shows pipeline value by stage, conversion rates, individual rep performance, and revenue forecasts. Sales managers get the visibility they need without asking their team for status updates.
Supports flat-rate, tiered, split-commission, and override structures. Useful for coaching businesses or consultancies that have complex commission arrangements between delivery staff, account managers, and referral partners.
Who it's for
Pricing
Pennysal is available as a per-workspace SaaS licence. Starting from $29 USD/month for teams up to 10 users. Commission calculation and dashboard modules available on higher tiers. Contact us for team pricing.
See full pricingCase study
A Hanoi-based coaching and training business was tracking leads across WhatsApp group chats and a shared spreadsheet that only one admin understood. Commissions were calculated monthly by the founder in a separate sheet that broke regularly when deals changed. L'inno deployed Pennysal against their Google Workspace in under two weeks. Within the first full month, all leads were captured automatically from their website form, deal stages were tracked with timestamps, and commission calculations ran automatically when deals closed — the founder's manual reconciliation dropped from five hours to zero.
[QUOTE — pending client approval for publication]