01Custom object model
Records shaped around your sales process
We define contacts, companies, deals, fields, permissions, and admin views around how your team captures demand and follows up.
A Relationship Intelligence built around how your business actually sells.
Why custom matters
Most CRMs are where lead context goes to get flattened.
A serious lead reads several pages, returns a week later, books a call, and asks pointed questions in chat. A generic CRM usually records a name, email, and source. The useful buying context stays scattered across analytics, forms, calendars, inboxes, and notes.
Where the signal lives today
Analytics/pricing · 4m 12s
Formsname, email
CalendarThu 11:00
Inboxre: setup cost
Notes"seems serious?"
Five tools, five fragments. A team rebuilding the same lead by hand before every call.
What we build
The useful parts of Relationship Intelligence, built around your actual workflow.
We keep the system focused on the decisions your team needs to make: who is worth following up with, what they care about, what happened last, and what should happen next.
02First-party journey
Website context attached to Relationship Intelligence records
Page intent, content interest, forms, bookings, and chat activity can become sales context instead of staying scattered across tools.
03Behaviour-aware scoring
Prioritisation based on real behaviour
Scoring can account for recency, return visits, content depth, form activity, stage movement, and signals that actually matter to the business.
04Operator workflow
Workflow built for the next action
Pipeline stages, ownership, handoffs, meetings, lost reasons, next steps, and dashboard views are configured around daily sales work.
Relationship record
One relationship record. Not a reconstruction across tools.
Web behaviour, form fills, meetings, deal movement, AI drafts, and human notes can sit in one ordered view when the build needs that workflow.
Relationship · Sarah Chenlive record
Chatbot: "What does setup cost?" → AI respondedchatbot
4 min agoRead /pricing · 4m 12s dwellweb
12 min agoForm submitted · lead score → 34form
15 min agoRead "AI search trends" (3 of 4 posts)read
YesterdayDemo scheduled · next step captureddeal
2 days agoDeal moved: Qualified → Proposalpipeline
3 days agoInternal AI assistant
A Relationship Intelligence assistant that answers operational questions from live data.
Ask it “who's slipping?”, “show me hot leads,” or “what changed in the pipeline this week?” It responds with specific records, values, and timestamps.
Write actions like creating a contact or moving a deal stage require confirmation, so the assistant supports the operator without silently changing the Relationship Intelligence.
Relationship Intelligence assistantlive data
>who's slipping?
Globexno reply in 9 days · last touch May 30
Initechproposal stalled 6 days · $24k open
Move Globex → At riskAwaiting review
ConfirmDismiss
What a build can include
We start from your sales process, not a fixed object model.
Records, stages, fields, dashboards, permissions, and scoring are designed around how your team actually sells. The Relationship Intelligence sits inside your own platform. You own the infrastructure instead of renting another isolated tool.
Buildable capabilities
- Pipeline stages & ownership rules
- Operator dashboards for hot leads, stalled deals & forecast
- Meetings, booking & calendar handoff
- Behaviour-aware lead scoring
- Follow-up and recap drafting
- Activity and pipeline-change tracking
Connects to what you already run
A strong build is not integration-free. It can connect to the systems your sales motion depends on:
CalendarEmailSlackAnalyticsEnrichmentExisting-system sync