An eight-module sales system for an advertising business at scale.
Lead scoring, research, and pipeline automation for a 50-plus brand advertiser.
8 modules covering the full sales lifecycle.
Sector
Advertising, media, sales operations
Tech
Python, Next.js, Claude API, WhatsApp Cloud, Pipedrive, Clay, Turn.io
The challenge
A mobile-billboard advertising business had grown to 50-plus blue-chip South African clients. The founders were still personally leading every sale. As they hired a sales team, the existing tools and spreadsheets could not scale. They needed a system that captured the founders' seven years of pattern recognition and handed it to new sales hires on day one.
Our approach
- —Lead classifier scoring every inbound enquiry by likely conversion.
- —Pre-call research briefs auto-generated from web, CRM, and historical campaign signals.
- —Structured proposal data model, pulling from campaign performance history.
- —Follow-up orchestrator keeping prospects warm through the pipeline, with measurable engagement signals.
- —Case-study pipeline that drafts new case studies from historical campaign data.
- —WhatsApp driver-onboarding flow on the supply side.
- —Every module logs cleanly. Every output is reproducible.
The outcome
New sales hires can ramp to founder-quality output without the founders' seven years of pattern recognition. Pipeline state is visible at the operational level for the first time. Founders can step out of individual deals without dropping conversion.
Where the real work was
Not the tooling, the framing. We decided early that the system was not sales automation, it was an onboarding ramp. That framing shaped every module we chose and every data point we captured.
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