CRM automation
AI CRM Automation
Leads from every source arrive clean and checked, and your team updates deals by telling the AI what happened.
CRM mess usually starts with an import
A sales team keeps its own spreadsheet. An event leaves a list of badge scans. An enquiry sits in someone’s inbox. Each one reaches your CRM (customer relationship management system) in a different shape, often twice, and often without a source or an owner.
AI can speed up these imports. Faster imports also spread mistakes faster. HubSpot’s own help page says its ChatGPT connector does not apply pipeline stage or association label rules, so the checks have to come from somewhere else.
What the CRM package includes
Clean imports from any source
Google Sheets, Excel, event and webinar lists, inboxes, and exports from other tools.
CRM updates by conversation
Your team tells ChatGPT or Claude what happened on a call, and the deal, contact and notes update, with a person approving each change.
An owner for every enquiry
Routing rules for the awkward cases, such as shared email domains, partners and existing customers.
Permission and opt-out checks
Every contact has its source and legal basis, and opted-out contacts stay out when an old list comes back.
Meeting promises become tasks
What was agreed on a call becomes tasks with owners and dates in your project tool.
How a lead gets into your CRM with us
Tidy
We map each column to the right field and put names, countries, phone numbers and company names into one format.
Match
We check each row against your existing contacts and companies, so it updates a record instead of creating a duplicate.
Check
Invalid emails, personal addresses and missing companies are set aside for a person to decide.
Record
Every contact gets its source and legal basis.
Write and read back
We confirm that what arrived in your CRM matches what was sent.
Report
You get a short note on what was added, updated and set aside, and why.
We test your CRM automations every month
Spreadsheets change shape when someone renames a column. Connectors change when a vendor ships an update. Each month we run the same test records through every automation and compare the results.
On one build this autumn, HubSpot’s ChatGPT connector refused contacts that our own direct connection had created without trouble, because it required a legal basis field. Monthly tests catch differences like that before your team does.
Start free: send us your messiest lead sheet
We clean and match up to 500 rows against your CRM and send back two files. One file is ready to import. The other lists every row we set aside, with the reason. The clean-up takes us about three hours, and you keep both files.
FAQ
Which CRMs do you work with?
We build on HubSpot. For other CRMs, we check what their connections allow before we quote.
Does the AI change our CRM without approval?
Only if you choose that. By default a person approves each change, and we read every change back afterwards.
Can it pick up new rows from a Google Sheet automatically?
Yes. We can watch a sheet and pick up new rows every day, or run an import whenever a file arrives in a shared folder.
How do you handle data protection?
Every contact keeps its source and legal basis. Your privacy lead decides the legal basis, and we make sure it is recorded and respected.