Guide
How to follow up with leads consistently without a CRM
Use a small lead table with one row per opportunity and only the fields that drive action: person, request, fit, last contact, next action, next date, and status. Every conversation must end with a dated next step or a closed status.
Pally can carry this for you, for free. It keeps a personal CRM of the people you talk to, finds leads who haven't answered in Gmail or iMessage (with the Pally Mac app), drafts the next message, and reminds you on the date. If you keep the table yourself, review it at the same time each workday and send follow-ups from the original thread.
A practical approach
What to do
Create the lead table
Make one table in a spreadsheet, task app, or notes database. Add columns for contact, company, request, source, fit, last contact, next action, next date, status, and a thread link. Skip fields you never use in a decision, so every active lead fits on one screen.
End with a next step
After every lead conversation, write the next action and its date before you leave the thread. Use actions such as send estimate or ask for dimensions; “follow up” is too vague to act on. This stops a promising lead from looking active while nobody moves it.
Review on a cadence
Filter to next dates due today or earlier and review at one fixed time each workday. Handle quick messages now, schedule deeper work, and give stale leads a truthful status. Then look ahead for proposals that need prep.
Write contextual follow-ups
Reply in the source thread and refer to the lead's request, your last agreed step, and one easy response. Send the missing document or ask the open question rather than “just checking in.” Stop when the person declines or asks you to.
The Pally option
How Pally helps
Pally checks connected Gmail and iMessage through the Pally Mac app for people who have not answered a question, request, or proposal. It names the open loop and drafts a nudge for you to check, or sends it when you tell it to. Reminders stay in your texts.
Follow-up chaser
You asked, they went quiet. Pally notices who owes you a reply and sends the nudge.
See the recipeA memory for your people
Where they moved, what they're into, what they're going through: Pally keeps it all and hands it back right when you need it.
See the recipeThe friendly nag
Hand Pally the thing you keep putting off. It won't forget, and it won't let you either.
See the recipeOptions
Other tools people use
Fair alternatives, including ones that overlap with Pally.
HubSpot
HubSpot fits founders who want a CRM for lead follow-up.
It adds a separate CRM to the follow-up process.
Carly
Carly fits lead threads that need an AI agent with its own email address to reply and book meetings.
It works by adding an agent email address to the thread.
Superhuman
Superhuman fits founders who want an email client with AI triage and drafting for lead follow-up.
Its focus is email rather than CRM pipeline tracking.
Reclaim
Reclaim fits founders who want time reserved on their calendar for lead follow-ups.
Calendar time does not supply the lead history or draft the reply.
Questions
Frequently asked questions
When do I need a CRM?
Move to a CRM when several people touch the same leads, permissions matter, reporting drives decisions, or manual updates regularly create missed or duplicate contact.
How long should I keep following up?
Base the sequence on the lead's stated timing and the value you can add. Stop after a clear no, an unsubscribe request, or enough unanswered attempts that another message would add no new information.
What statuses should I use?
Start with active, waiting, won, lost, and no fit. Add a status only when it changes what you do in the next review.
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