AI Workflows
Every tool you own has AI. Most of what it produces still gets copied by hand
AI Workflows replaces that manual step, inside a tool or between tools, with something that does it for you. It is not go-to-market work. It is a separate, smaller offer, and this page is also the judgement behind everything else we build.
That judgement is not a methodology. It comes from having sat on both sides: having carried a revenue number, and having built the systems underneath one. A firm that only knows the commercial side cannot tell you what is cheap to build. A firm that only knows the technical side cannot tell you what is worth building.
Delete it
Use what you pay for
Connect what you have
Build something new
§1The offer
The step where a person copies something from one screen to another.
Someone pulls the Gong transcript, the HubSpot record and an internal doc into ChatGPT to draft a proposal, then copies the result back by hand. Four people. Every day. It has never appeared on a budget line, and it is exactly the kind of work this offer removes.
Inside a tool
A CRM's own agent drafts a summary nobody reads because it never saw the call. We connect the source it is missing.
Between tools
A reply lands in a shared inbox and the sequencer never hears about it. We build the connection and the rule that holds the send.
§2Why this keeps happening
Every tool you own has AI now. That was never the problem.
One. Your CRM has AI. So does your sequencer, your call recorder and your ad platform. Intelligence stopped being scarce about two years ago, and most of it is already bundled into what you pay for.
Two. But each one only sees its own data. HubSpot knows what is in HubSpot. Gong knows the calls it recorded. Instantly knows what it sent. None of them knows what happened in the others.
Three. So the thing carrying context between them is a person. Your people are the integration layer, and any AI acting without what they know acts confidently and wrongly.
Your stack is full of AI that doesn't know what happened yesterday
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Every tool a revenue team has ever been given made the work faster. This is the first one that can do the work
Used properly, that is the largest change in how revenue gets made since the job existed. Used the way most teams are using it, it produces confident, wrong work faster than a person could. The whole difference is what it can see and where it is allowed to act. That is the part we build.
§3How we decide what earns AI
Every request gets checked against these, in this order.
Delete it
A quote takes two days because it needs an approval, and the only thing being checked is whether the discount is under twenty percent. Actual decision time: ninety seconds. That is a rule, not a judgement, and the approval step should not exist. Automating it would have made a pointless step permanent.
Use what you already pay for
A three-hour Monday report reconciling a spreadsheet against HubSpot. The spreadsheet predates a field that now holds the same number. Switching the field on and retiring the spreadsheet takes an afternoon and no build at all.
Sometimes the honest answer is a subscription. If the category has solved this and a tool does it well, buy the tool.
Connect what you have
A prospect replies to a human in a shared inbox. Instantly never hears, and keeps sending for two more weeks. Nothing new needs building. Two things you already own need to talk to each other, with a rule that holds the send.
Sometimes the honest answer is your own team. If you have the people and the clarity, keep it in-house. Design exists for exactly that.
Build something new
Only when the first three genuinely do not answer it. Then we build it properly, with the limits, the failure path and the owner designed in from the start.
Scroll the diagram
Scroll the diagram
Three of those four end without a build. We check them first, because the most expensive thing we could sell you is something that shouldn't exist
§4And inside each
How much AI, if any.
AI is not a fifth step. It is a question asked inside every one of the four, and the answer is often none.
Where an agent earns its place
Drafting a proposal from a call transcript, reading forty past ads to draft against what worked, pulling structure out of unstructured input that rules cannot parse.
Where it does not belong
Deciding whether to hold a sequence. “Has this deal changed since we enrolled it?” is a comparison. A comparison is faster, cheaper and predictable, and when it is wrong you can see why. Never ask a model to make a decision a comparison can make.
We'll tell you where AI doesn't belong
This is also why “add AI” is not a brief. Every tool revenue teams were given before this one made the work faster. This is the first that can do the work, which is exactly why it matters what it can see. An agent put on top of context that never arrived produces confident, wrong output at scale, which is worse than the manual process it replaced.
§5The guard
Anyone can build the happy path. The engineering is in the stop.
What it will and won't do.
Every workflow we build has conditions under which it refuses to act. That is designed, not accidental.
What happens when it goes wrong.
Where the odd case goes, and who gets told.
A sequence that holds when the deal changed. A draft that flags low confidence instead of guessing. A write-back that preserves the previous state when it fails. This is the difference between an automation people trust and one they quietly work around after it has been wrong twice.
How you know it's still right
A workflow that worked at launch is not the same as one that works. Anything with an AI step gets a set of known cases it is checked against on a schedule, so degradation is caught while it is small rather than when a prospect notices. If you want us to keep doing that after it ships, that is Run.
The three guards we build most
A sequence that holds when the deal changed since enrolment
A draft that flags itself when confidence is low, instead of guessing
A write-back that reverts to the previous state when it fails
§6When the answer is no
Some of the most useful conversations end without a project.
Buy a tool.
See response 2.
Do it internally.
See response 3.
Hire a person.
If the work is genuinely different every time, or it needs someone in the room building relationships, that is a hire and no workflow replaces it.
Wait.
Pre-product-market-fit, automating this locks in an answer you have not found yet.
Do nothing.
If the cost of the problem is smaller than the cost of the fix, that is the correct decision.
§7Get started
If the answer turns out to be no, that call still cost you nothing.
Twenty-five minutes to find out which of the four responses actually fits, and whether AI belongs inside it at all.