No engineering team to hire.
We handle the design, the build, and every two-week sprint. Your team uses the software day to day. The five roles you'd otherwise have to hire never appear on payroll.
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We design and build fully custom AI software for your sales operation. Bespoke to how you sell, what your team does manually today, and what AI should be doing for them instead.
Lead research, buying-signal monitoring, replying to incoming emails, follow-up cadence, re-engaging past clients, rep-specific draft queues, CRM actions, and any workflow specific to how your business runs. The work you keep wishing your software did but no off-the-shelf tool can do for you.
Built around your existing tools, your data, your sales motion, and how your team writes and works. The first working version goes live within four weeks. From there we improve it every two weeks, forever. Each person operating the software handles what would otherwise need three additional SDRs, account managers, or operations hires on payroll.
Most companies sit in one of two camps. Either your engineering team is heads-down on your own product roadmap, or you don't have an engineering team to spare for this. Either way, the build belongs with a team whose entire focus is AI engineering for B2B sales operations. It's all we do.
We handle the design, the build, and every two-week sprint. Your team uses the software day to day. The five roles you'd otherwise have to hire never appear on payroll.
The first working version ships in four weeks. Your salespeople are running it day-to-day while an in-house build would still be in design review.
The software sits on top of HubSpot, Salesforce, Pipedrive, Attio, or whatever your team uses today. Over time, parts of the old setup get retired because the software does the job better. The stack gets simpler as the software grows.
Two-week sprints from V1 onwards. You bring the sales, business, and niche expertise. We bring the AI engineering and workflow expertise. Two years in, the software has hundreds of features specific to your business, each one earning its place because it was built for you.
MIT’s 2025 study of over 300 enterprise AI deployments found that 95% produced no measurable P&L impact. The pattern is consistent. Most AI gets pointed at the fluffy work nobody in a leadership meeting tracks: summarise this email, draft a Slack reply, rewrite this document. None of it shows up on a number anyone cares about at the end of the quarter.
We point AI at the parts of your sales process where it shows up on the revenue line, replaces a measurable cost line, or buys back hours your team currently spends on admin nobody wants to do. All of it CFO-reconcilable. On the custom build, that means one team running the work that would otherwise need an SDR seat, an account-manager seat, and a sales-ops contractor seat to cover. Each salesperson becomes an operator of the AI system. Humans stay on the 20% of work that actually closes business: the conversations, the relationships, the judgement calls. The software absorbs the 80% that nobody enjoys.
Every business sells differently. Different buyers, different signals, different follow-up rules, different CRM habits, different handoffs between sales, operations, account management, and leadership. The software gets built around those specifics, end to end, and every feature earns its place.
Capability 01
For drafting workflows, the software is built from your real examples: past emails, tone rules, banned phrases, relationship context, CRM history, account notes, and how your team actually follows up. Everyone uses AI to draft messages now. The difference is good versus bad AI personalisation. The output reads as if it came from your business, in the right context, for that specific relationship. The recipient cannot tell AI was involved.
Week 1
We sit with you and map your sales process, your existing tools, and the highest-leverage system to build first. You leave the week with a designed V1, written down: what it does, what it integrates with, and what it deliberately doesn't.
Weeks 1-4
The custom software ships to production inside four weeks, integrated with the tools your team already runs. Live and in their hands by the end of week four.
Week 5 onwards
Two-week sprints, every fortnight after V1. You bring the sales, niche, and business expertise. We bring the AI engineering and workflow expertise. We add features your team uses, remove the ones they don't, and evolve the software alongside the business as it grows.
Bearcroft needed more sales capacity without hiring an SDR team or pulling senior operators back into admin. We built the custom AI software their team now runs every day across HubSpot, Outlook, and Smartlead. It runs the follow-up cadence, drafts replies to positive cold replies, checks in with past clients, watches for companies that are actively hiring, and surfaces daily queues the team can actually clear.
The drafting system is shaped around Bearcroft’s voice, their real example emails, their relationship context, the language they don’t use, and the way their team actually follows up. Built specifically for their business, on top of their tools.
The result: 21 meetings booked per month on average, around 35 positive cold replies handled every week, hundreds of warm-client check-ins and active-hiring opportunities surfaced, and no SDR hire.
Read the Bearcroft case study
Most clients pick one service or the other. When we build the custom software, the cold-outbound side can blend in if you want it to. Three shapes this can take.
Domains, mailboxes, lead generation, copy, replies, every layer. Your salespeople focus on the warm conversations that close.
Domains, mailboxes, deliverability, sequence templates, the full playbook. Useful when your team wants to be hands-on but doesn't have the cold-outreach experience yet.
Useful when you already have SDRs running outreach and you need the software layer to absorb the admin so each one runs the work three or four of them would normally do.
The shape gets agreed at the discovery call.
01
Role consolidation
The software absorbs work that would otherwise sit across SDRs, account managers, sales operations, admin support, and sales engineering. Research, routing, reminders, drafts, enrichment, replying to incoming, CRM updates, follow-up management. Your team stays on the work that closes business: the conversations, the negotiation, the judgement calls.
02
Time to first working version
V1 ships inside four weeks: one or two workflows that remove real sales drag and prove the operating model. From there, the software improves every two weeks based on what your team actually uses. Compare that to the six to nine months an in-house build typically takes before anyone uses anything.
03
Headcount avoided
The repeatable parts get automated first. From there, you can decide where actual human capacity needs to be added, with real data on where the bottlenecks are.
V1 ships in four weeks. Two-week sprints after that, forever. Every feature earns its place. The ones that stop earning their place get removed in the next sprint.
The custom software is the layer your sales engineering team would have built. We design it, build it, and improve it every two weeks. Your team operates it day to day. No headcount on payroll.
In 30 minutes, we map your sales process, then tell you whether this build is the right fit for your business. If it isn’t, we say so and point you at what we think is.