CRM Consultants & Implementation Partners in East Lansing, MI

Goalpost Group is a B2B marketing and sales enablement firm based in East Lansing, Michigan, that also provides its own CRM platform and helps clients put it to work. The company serves leaders of business-to-business organizations, mainly in healthcare, manufacturing and technology, and presents itself as a Michigan StoryBrand agency.

For buyers looking at CRM partners, Goalpost is best seen as a marketing-led firm: the CRM is one part of a wider program that also covers messaging, websites and customer engagement.

CRM offering

The firm's main CRM product is Goalpost CRM, which it lists under its Digital Essentials package next to website hosting and an AI Employee tool. According to the company, the platform includes unlimited contacts, forms and built-in marketing tools.

It also offers automated text replies to missed calls, a chatbot that runs around the clock, and two-way messaging by SMS and email. Goalpost says the system was designed so teams keep following up on leads instead of dropping the software a few months after buying it.

Its packaged programs include sales funnel CRM integration, and its business listing names CRM implementation for sales teams as one of its specialties.

Services beyond CRM

Most clients use the CRM alongside other Goalpost services, such as:

• AI integration and automation
• Brand messaging based on the StoryBrand framework
• Branding guides and printed marketing materials
• Website design, development and hosting
• Sales support and sales funnel development
• Content creation and social media
• Videography and photography
• Ad creation and campaign management
• An international commercialization program

How they work

Goalpost organizes its work into structured marketing programs instead of one-off projects. Its stated aim is to build seven core parts of a client's marketing program within roughly six months.

The process starts with clarifying the client's message, then moves on to building the web presence and supporting the customer engagement cycle with sales tools, content and follow-up systems such as the CRM. Goalpost describes itself as a cheaper alternative to large big-city agencies.

It also offers a refund if a client is not happy after the first review meeting, which takes place about two weeks into an engagement. New contacts can start with a short introductory call, an online quiz or a free StoryBrand marketing report.

Background and clients

Goalpost says close to 100 companies have used its services. Testimonials on its site come from clients in manufacturing, healthcare, clinical services and IT, including Bowden Tactical, Southwest Medical Resources, SPBS, Evolution IT Services, Mobile Images and Shareable Forms. Clients mention rebuilt messaging, new branding, new websites and better customer engagement.

Public business listings say the firm was founded in 2015 and has a staff of roughly 11 to 50 people. It runs its operations from an office in East Lansing. Buyers who want CRM tied closely to brand messaging and B2B lead follow-up may find Goalpost a good fit.

Organizations that need deep enterprise CRM customization should check what the platform covers before committing.