IMAA: a single source of truth for a national network

A custom monday.com CRM replaced scattered spreadsheets with segmented, automated member and partner management.

The challenge

As IMAA expanded its reach, it identified opportunities to strengthen internal systems to better serve a growing network of members and partners:

• Member and partner data was spread across multiple systems.
• Onboarding, communications and invoicing relied on manual workflows.
• Visibility into stakeholder engagement was limited.
• There was no way to segment communications by role, state, or agency size.

The solution

Axela implemented a custom monday.com CRM tailored to IMAA’s needs:

• Segmented contact management boards
• Automated workflows for onboarding and communications
• Dashboards for leadership visibility
• Contact ringfencing by state, role, and agency type

IMAA now operates with a single source of truth, and leadership has real-time access to segmented data and reporting.

The impact

• 100% of contact data centralised across members and partners
• 70% reduction in manual comms time through tracked email workflows
• 90% decrease in spreadsheet dependency across the team

In their words

“Axela helped us replace manual processes with a system that works for us. We now have full visibility across our contacts and communications, and the whole team is working from the same source of truth.”

Sam Buchanan, CEO, IMAA