A sales system that improves itself, and recovered £100k+ of pipeline.
Four connected HubSpot and Claude systems that write proposals in minutes, keep the CRM honest, chase what goes cold and learn from every win and loss.
Sales depended on people remembering things, not on a system.
Five problems kept recurring: proposals took hours with inconsistent quality, marketplace leads needed fast custom-priced replies every time, and the CRM lagged reality with missing deals, wrong currencies and closed projects never logged.
On top of that there was no visibility into why deals were lost, with the reasons buried in emails and call recordings, and follow-ups fell through the cracks. The core issue was structural: nothing caught the gaps automatically.
Four interconnected systems across HubSpot and Claude.
This is the engine we run on our own business. We built it, so we know exactly what it takes.
- A proposal engine. A Claude skill trained on 118 competitor proposals and 17 of our own, generating branded, priced proposals from a call recording in minutes.
- CRM data integrity. Claude reads email threads and call records to add win and loss reasons to closed deals, and corrects amounts and currencies.
- Automated hygiene tasks. Scheduled Claude tasks for opportunity discovery, cold-deal chase-up drafts and reporting, so nothing goes cold unnoticed.
- A continuous learning loop. Monthly reviews feed insight back into the proposal skill, so the system gets sharper over time.
A dead zone in the middle of the pricing, hiding in plain sight.
With 100% win and loss coverage, the pattern was obvious once the data was clean. Deals in the £15k to £30k band were winning at just 25%, well below the bands either side. They are now automatically routed as phased offers.
This is our own sales engine.
The consultancy in this study is us. We built this system on our own HubSpot and Claude to prove it before we sold it, so there is no external client to name and no third-party quote to publish. The numbers are ours and they are real: £100k+ recovered, 11 unlogged deals found, 118 competitor and 17 of our own proposals in the model, and 100% win and loss coverage across closed deals.
If your sales runs on people remembering tasks, an AI sales system catches what they miss and gets better every month.
Talk to Rikki or Emma about building a self-improving sales system on your HubSpot.
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