All work

Lead intelligence and revenue operations

Faster lead response, cleaner lead data

New leads get a response in under a minute, and outreach lists are cleaned before they cost money.

MakeSlackCRMEmail validationLead data
Clients
A SaaS sales team and a B2B outreach agency
Systems
Make, Slack, CRM, email validation and enrichment services
My role
Designed and built
Shown here
Client results as reported, with clients kept anonymous

01The situation

A sales team was losing leads because first contact often took hours. The work to respond was manual, so speed depended on who happened to be watching.

An outreach agency was sending to lists where 4 to 6% of email addresses were invalid. That wasted send budget and put its sending reputation at risk, and checking lists by hand took hours each week.

Beforeleads waited for a person
  1. New leadlands in CRM
  2. Someone noticeseventually
  3. Manual follow-uphours later

02What I found

  • Manual processes meant new leads often waited hours for first contact.
  • On the outreach side, bad addresses were only found after sending, when they bounced.

03What I built

  1. Speed to lead: a new lead triggers a Slack alert with Follow up and Discard buttons. Follow up sends a personalised email, routes the lead to the right rep and logs it in the CRM.
  2. List cleaning: raw prospect lists are checked in stages (is the address well formed, does the domain exist, can the mailbox receive mail), missing details such as job titles and company size are filled in, and a clean list comes back ready to send.
Afterthe system notices first
  1. New lead
  2. Instant Slack alertwith buttons
  3. Rep clicks once
  4. Email sent, CRM logged

04How it fails safely

  • Incoming lead data is checked before anything is sent.
  • If a step fails, a fallback alert goes out, so the failure is visible instead of silent.
  • When extra details cannot be found, the record is kept and marked rather than dropped.

05Result

Reported client results

  • Lead response: under one minute end to end, with no manual data entry.
  • List cleaning: 1,000+ leads a week processed, 4 to 6% invalid addresses caught before sending.
  • List cleaning, time and money: 5 to 8 hours a week of manual checking removed, and $800 to $1,200 a month of wasted sends avoided.

06Lessons

The fastest reply is one a person only has to approve, not write.
Check lists before you send, not after they bounce.
Next case studyAI agents that have to prove their work

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