Why

You're doing 10–50 inquiries/month from web form, email, and phone with a 2–3 person team selling a considered B2B purchase (HR/People Ops buyers, often a procurement loop). That's exactly the shape a lightweight CRM was built for: multi-touch follow-up over weeks, multiple contacts per company, and shared visibility so two of you don't email the same HR director on the same Tuesday. The web form alone is reason enough — without a CRM it just dumps into an inbox and dies.

What you actually need

1. Pipedrive (€14–€29/user/mo, 14-day free trial) — one pipeline: Inbound → Discovery Booked → Pilot Proposed → Procurement → Closed. Web form connects directly via their built-in LeadBooster form or a Zapier hook.
2. Cal.com or Calendly (free tier) — paste the link in every first reply so HR contacts self-book discovery calls instead of playing email tag across timezones.
3. A habit — Monday 20-minute pipeline standup — the 2–3 of you walk every deal that hasn't moved stage in 14 days. Move it, or kill it. B2B deals rot silently; this is the only thing that catches it.

Do this today

Sign up for Pipedrive at pipedrive.com, create a single pipeline with the five stages above, and connect your web form using Pipedrive's "Web Forms" feature (Settings → Tools → Web Forms) so every submission creates a deal automatically assigned round-robin to one of your 2–3 reps. By tomorrow morning, every inbound web inquiry has an owner and a next-action date instead of sitting in a shared inbox.

What to ignore

Skip HubSpot Sales Hub Professional (€90/seat/mo) — the free tier is a honeypot and the upgrade hits the moment you want sequences or proper reporting. Ignore Salesforce Starter entirely at your size, and say no to any Apollo/Outreach/Lemlist pitch about "scaling outbound" — at 2–3 people you sell through conversations, not sequences.

What doing nothing costs you

A conservative 15% slippage on 30 inquiries/month = ~4-5 lost B2B deals. At even a €6,000 ACV for a mid-size employer carpooling contract, that's roughly €300,000/year of ARR walking past you because nobody chased the second follow-up.

When to revisit this

When you hire your fourth salesperson or start needing territory/segment splits in the pipeline — that's when Pipedrive Advanced or HubSpot Sales Hub Starter earns its price.