Creating the operating system behind a growing marketing operation.

Context

WeDubai needed a central system to manage the operational side of the business across sales, clients, delivery, team capacity, internal operations, and reporting.

Problem

The challenge was that work was spread across different areas of the business. Deals, clients, projects, tasks, team capacity, goals, and client portals all needed clearer structure — with one source of truth for relationships, delivery, bandwidth, and follow-up activity before the team could plan and execute with confidence.

System built

A centralized operating system was built around an executive home dashboard bringing together deal pipeline, PTO calendar, team capacity planning, ARR performance, client portals, and quick access to projects, tasks, goals, meetings, learning, and operations resources. The CRM layer covers clients, deals, and activities. The delivery layer connects projects to tasks with goals and OKRs. Team operations include PTO tracking, weekly capacity planning, hours tracking, and capacity formulas. Client portals provide structured access hubs for Facebook, Instagram, TikTok, and YouTube, with onboarding templates linked to the team directory.

How it works

Leadership starts from one dashboard with live pipeline, capacity, and ARR views. CRM tracks relationships and follow-ups. Projects roll up to tasks for portfolio and day-to-day execution. Capacity formulas show total hours, used hours, and bandwidth remaining before new work is planned. Each client portal centralizes channel access and resources. For marketing and client delivery, campaigns, content, tasks, and client work move through the same structure — with clear ownership, visibility into what is active and planned, and a shared view of where team capacity is being used.

Outcome

• Clearer visibility across sales, clients, and delivery
• Better project and task execution
• Stronger client management workflow
• More structured capacity planning
• Easier team availability tracking
• Better understanding of team bandwidth
• Clearer connection between goals and execution
• Centralized business operations hub
• Faster access to client channels and internal resources
• More organized onboarding and team operations

Key takeaway

Fast-moving teams need more than separate tools. They need one operating layer that connects pipeline, clients, delivery, capacity, and reporting into a clear execution system.