Marketing agencies

Account research briefs before every first meeting

A B2B sales team could use AI to produce a structured research brief on every prospect before the first call, in two minutes instead of forty.

B2B sales team of 3-15 A few weeks to value

The challenge

Reps either skip pre-call research or spend half an hour digging through LinkedIn, the company website and news. Quality is uneven and the most junior reps get the least prep time.

The approach

1Pull public data on the prospect company from approved sources.
2Use AI to summarise recent news, leadership changes and likely priorities.
3Auto-generate three suggested talking points and three discovery questions.
4Deliver the brief into the rep's calendar invite an hour before the meeting.

Potential outcome

Better first calls and higher second-meeting conversion.
Junior reps walking into meetings as well-prepped as seniors.
Hours of admin time per rep per week reclaimed.

Tools used

Web data API LLM with summarisation prompts Calendar integration

How a sensible pilot could look

The fastest way to test a use case like this is a tightly scoped 30-day pilot rather than an open-ended rollout. The shape we recommend in almost every UK SMB is the same: one workflow, one owner, one success metric, one decision date. The point is to learn quickly and cheaply, not to transform the business in month one.

In week one, map the current workflow end to end and time it. This baseline is non-negotiable - without it, you can't tell whether the AI made things better, worse, or about the same. In week two, set up the tool and train two or three people deeply rather than rolling it out widely. In week three, run the new workflow alongside the old one and capture friction in writing. In week four, review the data, decide go or no-go, and write up what you learned.

Even a no-go is a successful pilot if you understand why. The worst outcome is a 'maybe' that drags on for another month and quietly absorbs the budget.

What to watch out for

Picking too broad a workflow. Narrow it until it almost feels too small - you can always widen later.
Skipping the baseline. If you don't know what 'before' looked like, you'll argue about whether 'after' is better.
Removing the human review too early. Almost every successful AI rollout in an SMB keeps a person on the final decision for far longer than the vendor suggests.
Letting the success metric become a feeling. 'The team likes it' is not a metric. Time saved, error rate, response time, conversion - pick something measurable.
Pasting client or customer data into a public tool. Use the approved one, or don't paste it at all.

Questions worth asking before you start

Who owns this? Not a steering group - one named person whose job it is to make this work, with the authority to change the workflow rather than just observe it.
What does success look like in numbers? Pick one metric, write it down on day one, and don't change it mid-pilot.
What data is the AI allowed to see? Be explicit about what's in scope, what's out of scope, and where outputs are stored. Document it before the pilot starts, not after.
What happens at day 30? Diary the go / no-go meeting now. Invite the people who can actually decide, not just the people who'll be in the room anyway.

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