CRM Automation
That Actually Runs
CRMs become graveyards of half-filled records and stages nobody trusts. We turn yours into a system that routes leads in minutes, keeps itself tidy, drafts its own follow-ups, and tells you the truth about the pipeline.
5 mins
RESPOND OR LOSE THE LEAD
Half+
OF A REP'S WEEK IS NON-SELLING
22.5%
B2B DATA ROTS PER YEAR
A CRM isn't a filing cabinet anymore.
Too often a CRM is where reps type up notes after the fact, badly, on a Friday. The boss gets a Monday report that doesn't match reality.
In 2026 it's a runtime. Webhooks come in, AI agents triage, sequences fire, calls get transcribed and summarised back onto the record, scoring updates, dashboards stay honest. Reps spend their time selling.
Salesforce's 2026 State of Sales puts reps at more than half their week on non-selling work like data entry and prospecting. That's the work we take out.
YOUR CRM TODAY
- New leads sit in a tab nobody watches
- Same company entered three times, three ways
- Reps copy-pasting follow-ups from a Google Doc
- Half the fields blank, half out of date
- Forecast based on what reps want you to see
WORKING CRM
- Leads routed and worked inside five minutes
- One record per company, deduped on write
- Sequences drafted by AI, sent by the rep
- Fields enriched on create, refreshed quarterly
- Forecast tied to evidence, not vibes
Every working CRM does the same five jobs.
Doesn't matter if you're on HubSpot, Salesforce, Pipedrive or Attio. These are the five places automation pays for itself. We build them in this order.
Capture & route
Forms, chat, inbox, LinkedIn, partner APIs. Deduped on create, enriched from Apollo or Cognism, routed by ideal customer profile or territory. The five-minute rule, enforced.
Enrich & clean
Job title, headcount, tech stack, funding, domain. Filled in on write, refreshed on a schedule. Duplicates merged. Bad emails caught before they bounce.
Sequence & nudge
Lifecycle email, SMS, LinkedIn touches, internal Slack pings. Drafted by AI from the call notes and the ideal customer profile, sent by the rep, suppressed when they reply.
Listen & summarise
Gong, Fireflies or your own recorder. Transcript and summary pushed onto the record, next steps surfaced as tasks, objections tagged for the playbook.
Score & report
Lead scoring you can read. Pipeline hygiene reminders. Multi-touch attribution. A weekly forecast that ties back to actual evidence rather than what reps wrote in the deal notes.
CRMs fail for boring reasons.
Bad adoption, stale data, slow lead response, locked-up AI features and nobody owning the system. We see all five regularly.
Reps don't use it
Salesforce's 2026 State of Sales says 42% of sales reps are overwhelmed by too many tools. Fields are mandatory but pointless, the UI is twelve clicks deep, and admin gets done on a Friday from memory. Adoption dies first, data dies right after.
Data goes off
Cleanlist's 2026 data-decay guide puts B2B contact decay at 22.5% a year. Without enrichment and dedupe running on write, a clean import starts drifting straight away and the AI features you paid for get bad inputs.
Leads go cold
The old InsideSales lead-response study is still useful: contact a lead inside five minutes and the odds of reaching them are far better than if you wait thirty. Answer the next morning and the window's gone.
The AI tier is locked
Salesforce Agentforce 360 and HubSpot Breeze can help, but the useful parts sit behind edition rules, credits, usage pricing and setup work. The shiny demo isn't the thing you bought.
Nobody owns it
No RevOps lead, no admin, no roadmap. Workflows piled on by whichever consultant came last. Later, you can't tell what's running, what's stopped, and what's quietly emailing the wrong list.
Where we come in.
Audit, then one working loop live, then the rest. No six-month CRM transformation projects. We build the part that moves the number first, you see it run, we go from there.
Platform-agnostic. We've built on HubSpot, Salesforce, Pipedrive, Attio, Folk, Microsoft Dynamics 365 and Zoho. We'll tell you if you're on the wrong one, but most of the time you aren't.
BOOK A CRM AUDITCRM audit
Read-only access to your CRM and the tools around it. You get a one-page report: where leads are leaking, how much of the database is duplicate or stale, which workflows are running and which are silently dead, and the three automations worth building first. Fixed fee.
Clean the database
Merge duplicates, normalise companies, retire dead fields, fill the gaps from Apollo, Cognism or Breeze Intelligence. Suppression lists honoured, sole-trader contacts re-classed. The CRM you wish you'd had on day one, with your data in it.
Launch the first automation
Pick the one with the biggest payoff. Usually inbound capture and routing inside the five-minute window, with logging, alerting, and an off-switch the team can hit without a developer.
Wire in the AI
Call summaries onto the record. Drafted follow-ups in the rep's outbox. A weekly "what's gone stale" digest. Lead scoring you can read. Built on Agentforce or Breeze when it fits, on our own loops when it doesn't.
Hand it over
Written runbook, named owner, a dashboard that says what's running and what isn't, and a quarterly review slot if you want one. You don't need us in the building to keep it working.
What we work in.
We're not a HubSpot shop or a Salesforce shop. We pick the stack that fits the team, then make it earn its licence cost.
HubSpot
A common choice for marketing-led smaller businesses. We build workflows, custom objects, Breeze Agents and the bits Breeze Intelligence doesn't enrich for you.
Salesforce
Apex, Flow, Agentforce 360. Best if you already have an admin, because the useful work is usually data model, permissions and process cleanup before the AI layer behaves.
Pipedrive
Pipeline-first, fast to set up. We add the automations Pipedrive's own AI tools skip and integrate the bits they won't reach.
Attio & Folk
Lighter than the incumbents, faster to set up. We use them for sales teams that want a CRM without the platform tax. Their public APIs make custom automation easier to build.
Microsoft Dynamics 365
If you're a Microsoft house, Copilot for Sales connects Outlook, Teams and the CRM. We integrate the rest.
Zoho with Zia
Good for mid-market teams that already live in Zoho. Zia covers predictive scoring, anomaly detection and sentiment analysis. Worth looking at when the data is clean.
The outreach layer
Apollo, Cognism, Outreach, Salesloft, Close, Smartlead. Sequenced sending, suppression lists, deliverability monitoring. UK PECR-aware setup.
The listening layer
Gong, Chorus, Fireflies, Avoma. Transcripts and summaries written back to the deal, objections tagged, next steps as tasks.
PECR and UK GDPR, built in.
Too many CRM setups treat consent and suppression as something to bolt on later. The ICO doesn't.
We assume you'll be sending B2B email, and we set the CRM up so the workflow itself respects the rules. Not a disclaimer in the footer.
Corporate vs individual subscribers
Under PECR, limited companies, PLCs, LLPs and public bodies are corporate subscribers and can be emailed without prior consent, but the message still needs to identify the sender and make opting out easy. Sole traders and some partnerships are individual subscribers and need consent or soft opt-in. We tag accordingly on create.
Lawful basis & LIAs
UK GDPR still bites on B2B personal data. We record the lawful basis (usually legitimate interests) per contact, with a Legitimate Interests Assessment on file. The right to object to direct marketing is absolute, so opt-out is honoured everywhere it lands.
Suppression that actually sticks
One global suppression list, enforced before any send across HubSpot, Salesforce, Outreach, Apollo, whatever's wired in. Source and timestamp captured. Re-imports can't quietly resurrect a contact who said no.
The Data (Use and Access) Act 2025
The Data (Use and Access) Act 2025 received Royal Assent on 19 June 2025. Where it changes PECR or UK GDPR implementation, we factor it in. We're not lawyers; we'll work alongside yours.
The ones we get asked first.
We've already got HubSpot / Salesforce. Are you saying we got it wrong?
Almost certainly not. The platform's usually fine, the setup is what's letting you down. We work inside your existing CRM, not on top of a new one. If we genuinely think you're on the wrong tool, we'll say so and explain why, but most of the time the answer is to make the one you've got actually run.
Can't Agentforce or Breeze just do all this?
For some things, yes, and we use them where they fit. They're tied to edition rules, credits, usage pricing and setup work, and they only work as well as your data does. Dirty CRM, bad AI. We clean first, agent second.
How long until we see something working?
Audit in days. First automation live not long after. The usual first target is inbound routing, with cleanup running in the background while we build the rest.
What about our existing workflows?
We audit them first. The ones that work get left alone. The ones that quietly stopped firing two years ago get turned off. Anything risky (sending to suppressed contacts, looping on itself, hitting the wrong list) gets flagged on day one.
We don't have a RevOps lead. Is that a problem?
No, that's exactly when we get called. We act as fractional RevOps until you've got someone in seat, then hand it over with a written runbook. Plenty of teams keep us on a quarterly retainer because the volume doesn't warrant a full-timer.
How do you price it?
Audit is fixed-fee. Cleanup and the first automation are priced per phase against the audit findings. We tell you the number before we touch anything. No "discovery" retainers that bill for months and deliver nothing.
Will you do the cold outbound for us?
We build the system that runs it. We won't pretend to be your sales development team. We set up the sending infrastructure, deliverability monitoring, ideal customer profile filters, PECR-aware suppression and the AI drafting so your team can run outbound without burning the domain.
Make the CRM you've already paid for actually pay you back.
Give us read-only access. We come back with where leads are leaking, how much of the database is rotten, and what the first automation should be. Thirty minutes, no slides.