What We Build - Sales Automation Services
Studies of B2B sales teams consistently find that reps spend a minority of their week actually selling. The rest goes to research, data entry, scheduling, internal updates and hunting for documents — none of which a customer values.
We automate that layer. Not the conversation, and not personalised outreach sent unreviewed at volume, but everything around them: the research, the admin, the follow-up and the assembly work that sits between a rep and their next conversation.
5 min read5 sectionsWhat We Build
What you'll take away
- Automate internal work aggressively. Automate buyer-facing work carefully.
- The largest recoverable time is in research, data entry and document assembly, not in email sending.
- Draft-and-review beats send-and-hope. Fully automated outreach at volume damages the asset it uses.
- Fixed scope, measured against a before-and-after time baseline.
What we automate
- Account research and call briefing
- A one-page brief before every call, assembled from filings, job posts, product pages, news and prior interaction history. Saves each rep hours a week and raises the floor on call quality.
- Lead routing and prioritisation
- Assignment in seconds with a context package, plus a prioritised queue based on fit and behavioural signals rather than on arrival order.
- CRM writeback from conversations
- Call summaries, next steps and objections captured and written back automatically, so data quality improves without asking anyone to be more disciplined.
- Follow-up orchestration
- Task creation, reminder logic and stalled-deal alerting based on real activity and stage age. The deals that die quietly are the ones nobody was reminded about.
- Proposal and quote assembly
- Approved content blocks, pricing logic, credentials and case studies assembled into a first draft. A two-day task becomes a two-hour one.
- Draft-and-review outreach
- Personalised first drafts grounded in real research, edited and sent by a human. We do not build unreviewed automated sending at volume.
- Security questionnaire and RFP support
- A versioned library of approved answers with evidence links, so the longest stage in enterprise deals stops being a two-week scramble.
How we work
Time-track the current state
For one week we log where selling time actually goes, by activity. The result is usually surprising and always makes prioritisation obvious.
Prioritise by hours returned
Each candidate automation scored on hours saved per week against build effort. We build the top of that list, not the most interesting item on it.
Build the internal automations first
Research, routing, writeback and assembly. All internal, no buyer-facing risk, immediate and measurable return.
Add buyer-facing automation carefully
Draft generation with human review, scheduling and follow-up triggers — each tested with a small group before wider rollout.
Measure against the baseline
Re-run the time-tracking exercise. The comparison is the deliverable that justifies the next project.
Document and hand over
Runbooks, prompt and template libraries, and a session with whoever will maintain and extend it.
What you get
- Automated call briefings
- Generated ahead of every meeting and delivered where the rep already works — CRM, calendar or chat.
- Routing and prioritised queues
- Reps work the right accounts in the right order rather than whatever arrived most recently.
- Conversation capture and writeback
- CRM records that stay current without manual entry, which is the only durable fix for sales data quality.
- Proposal and questionnaire tooling
- Content libraries with approval state, version history and assembly automation.
- A measured time recovery
- Before-and-after hours per rep per week, so the value is demonstrated rather than claimed.
Typical projects
| Manual work | What we build | Typical time returned |
|---|---|---|
| Pre-call research | Automated briefing generation from public and CRM data | Several hours per rep per week |
| Post-call CRM entry | Conversation capture with structured writeback | The most disliked task, removed entirely |
| Chasing stalled deals | Activity-based alerting with owner and next step | Fewer deals lost to inattention |
| Proposal writing | Content library and assembly automation | Two days to two hours per proposal |
| Security questionnaires | Versioned answer library with evidence links | Two weeks to two days per response |
| Finding the right case study | Tagged, searchable credentials library | Recurring minutes, plus better relevance |
What this changes
- More selling time without more headcount
- Recovering several hours per rep per week across a ten-person team is the equivalent of adding a rep, at a fraction of the cost and with no ramp period.
- Better conversations, not just more of them
- Automated research raises the floor on call preparation. The difference shows up in discovery quality, which shows up in win rate.
- Data quality as a side effect
- Automated writeback fixes CRM hygiene by removing the manual step, rather than by asking people to change habits.
- No damage to the brand
- We deliberately do not build unreviewed automated sending at volume. The short-term gain is not worth the domain reputation or the buyer relationships.
Frequently asked questions
What is sales automation, practically?
- Automating the work around selling rather than selling itself: account research and briefing, lead routing, CRM writeback, follow-up orchestration, proposal assembly and questionnaire responses. The conversation, the negotiation and the relationship stay human.
Will automated outreach damage our brand?
- Unreviewed sending at volume can, badly. We build draft-and-review instead: personalised drafts grounded in real research that a human edits and sends. That keeps the time saving without the reputational risk.
How much time can we realistically recover?
- It depends on how much of the week currently goes to admin, which is why we time-track before building. Research automation and CRM writeback together typically return several hours per rep per week — and unlike a training initiative, they keep returning it.
Does this work for long, complex enterprise cycles?
- Particularly well. Longer cycles have more internal overhead — security questionnaires, stakeholder tracking, evidence packs, multi-threaded follow-up — and that overhead is exactly what automates well without touching the buyer relationship.
Do we need a specific CRM or tool stack?
- No. We build against what you have. The prerequisite is a data model consistent enough to automate against — if it is not, fixing that is the first phase of the project.
Your reps are not underperforming. They are doing admin.
We time-track where selling time actually goes, then automate the top of that list — research, writeback, follow-up and assembly. Measured before and after.