inBeat lead qualification agent

inBeat, Creative Milkshake and Nine.am are creative agencies inside the Fieldtrip group. I built this for inBeat first, then replicated it across the other brands and Fieldtrip itself.

Their problem was not lead volume. Qualifying a lead took real work, and every rep did it manually, on every lead, including the ones that were never going to close.

What I built

A system that researches every intake lead, scores it against ICP and budget, and routes it to the internal team, a partner, or a decline. Research and notes get attached automatically, so a rep opening a call already has the context instead of spending twenty minutes assembling it.

Underneath that, a CRM cleanup, because scoring on top of bad data just produces confident nonsense. The reporting layer that sat over the MQL and SQL pipeline grew into its own thing and became the AI sales analyst.

The effect was less about speed and more about attention. Reps stopped preparing for calls that should never have been booked.