CRM data is 47% inaccurate or incomplete in the average company, according to SiriusDecisions. That number is not surprising. It is the predictable result of asking humans to update records manually after every interaction, while also doing their actual job.
The records that are wrong do not get fixed. They just accumulate. Leads get misrouted because the company size field was never updated. Deals stall because nobody logged the last call. Reports are wrong because half the pipeline is missing stages.
Automation does not fix bad data. But it stops the bad data from compounding. Every touchpoint that gets logged automatically is one a human did not have to remember to log. Companies with automated CRM updates see 29% higher sales productivity, according to Salesforce. The gap is not the software. It is the manual work between the software and the data.
What we build
Record sync across tools. When a lead comes in from your website, it appears in your CRM with the right fields populated, tagged to the right owner, and staged correctly. When a deal closes in the CRM, your billing system, your project management tool, and your onboarding sequence all update. No copy-paste, no manual handoff.
Lead scoring automation. We build scoring models on the signals you already collect: company size, industry, source, engagement with your content, pages visited, emails opened. Every lead gets a score on entry and the score updates as behaviour changes. Your reps work the highest-score leads first without having to sort the list themselves.
Inbox and email sync. Emails your team sends from Gmail or Outlook log to the CRM contact record automatically. Replies update the last-contact date. Thread summaries appear in the deal notes. The rep who picks up a deal mid-thread has the full context.
Custom API integrations. Most CRMs expose an API. Most of the tools your team uses expose an API. We connect them. HubSpot to QuickBooks. Salesforce to Slack. Pipedrive to your custom order management system. The integration is built to your data model, not a generic template.
Enrichment automation. When a new contact is created, the system pulls company data from enrichment providers (industry, headcount, funding stage, technology stack) and populates the CRM fields automatically. Your reps start with a complete record instead of a name and an email address.
How it works
We start with a data audit. What is in your CRM, what is missing, what is wrong, and where the gaps are coming from. This usually takes a week and tells us exactly which integrations to build and in what order.
Build starts with the highest-impact sync first, usually the lead intake flow and the core tool connection. Each integration is tested against real data before it goes live. We do not build the next one until the previous one is running cleanly.
Timeline depends on the number of tools and the complexity of your data model. A single CRM-to-tool sync with lead scoring is typically two to three weeks. A full stack integration across four or five tools is four to six weeks.
What it handles well
- HubSpot, Salesforce, Pipedrive, Attio. All major CRMs.
- Billing and finance: QuickBooks, Xero, Stripe
- Communication: Gmail, Outlook, Slack
- Project management: Notion, Asana, Linear, Jira
- Custom internal tools with API access
- Enrichment providers: Clearbit, Apollo, Clay
When this is not the right fit
If your CRM has fewer than 500 contacts and one sales rep, manual updates take less time than the setup cost of automation. Use a template and a checklist.
If your data is severely inconsistent (different field formats, duplicate records, years of bad imports), the automation will sync bad data faster. Fix the data model first. We can scope a data cleanup as a prerequisite project.
If your team is not using the CRM consistently yet, automation will not solve the adoption problem. It will automate around it and mask it. Get the team using the tool before connecting it to everything else.
Pricing
Fixed scope per integration. We quote based on the number of tools, the complexity of your data model, and whether enrichment or scoring is included.
Get your free automation scope and we will audit your current CRM setup, identify the highest-value integrations, and give you a fixed price before any work starts.