Your sales team wasn't hired to update CRM records, chase approvals, or copy-paste contact data between tools. They were hired to close deals.
We build custom sales automation software that handles lead routing, follow-up sequences, pipeline hygiene, proposal generation, and commission tracking, so your reps spend time selling, not administrating.
Automated lead routing, scoring, and CRM assignment the moment a lead comes in
Follow-up sequences triggered by pipeline stage, not by a rep remembering to send an email
Proposal and quote generation from your product and pricing data, no manual assembly
Commission tracking that calculates automatically from closed-won deals
Recent outcomes
Marketing automation platform · US agency
12+ third-party integrations wired in
Built a white-label referral and attribution platform with automated follow-up sequences across email, social, and direct channels for a US marketing agency, launched in 14 weeks.
The problem
Your sales reps spending hours each week on CRM updates and manual follow-ups instead of selling?
Leads going cold because no one routed them to the right rep fast enough?
Short answer
RaftLabs builds custom sales process automation software for B2B teams across the US, UK, Europe, and Canada. It handles lead routing, follow-up sequences, CRM hygiene, proposal generation, and commission tracking. Most teams launch a working v1 in 8 to 12 weeks at a fixed price, then expand it as they learn what converts.
Key takeaways
Trusted by
Proof
Sales reps spend under 30% of their week actually selling, Salesforce's State of Sales research finds. The rest disappears into admin, CRM updates, and internal chasing.
A rep who spends 90 minutes a day on CRM admin, routing follow-ups, and chasing approvals is a rep spending roughly 25% of their week not selling. At a fully-loaded cost of $80-$150K per rep, that's $20-$37K per year per person in lost selling time, before you count the deals that slip because a follow-up was late or a proposal took three days to assemble.
That productivity gap shows up directly in CRM update time, proposal assembly, and follow-up cadence -- the exact workflows that automation eliminates.
Sales automation isn't about cutting headcount. It's about getting full capacity out of the headcount you already have.
"Most sales leaders underestimate how much rep time disappears into the mechanics of the process -- updating records, assembling quotes, chasing approvals. When we audit a sales workflow before building automation, we consistently find 20 to 30% of rep hours going to tasks a system should handle. That's not a people problem; it's a process design problem."
-- Ashit Vora, Co-founder, RaftLabs
Capabilities
Automatic routing of every incoming lead to the correct rep or queue within seconds, eliminating unowned lead queues and territory violations. Rules evaluate territory, company size, industry, and product interest in priority order with round-robin as the tiebreaker; leads create in the CRM with duplicate detection, reps get alerts with first-touch tasks, and speed-to-lead reporting shows whether routing is acted on.
Scoring models built from your historical CRM data that rank every lead by conversion probability, so reps work the highest-value opportunities first. Firmographic signals combine with behavioral signals like pricing-page visits and trial activation plus intent data, recalculated on a set cadence, and high-score leads with no contact attempt in the window escalate to the rep's manager.
Automated follow-up sequences that give every prospect consistent outreach at the right cadence, not the cadence the rep had time for. Each pipeline stage has a configured sequence that pauses on reply or booking and branches by prospect role, and a prospect who opens an email three or more times without replying triggers a high-priority call task in the CRM.
Quote and proposal documents assembled from your product catalog and pricing database in under 2 minutes, with no manual calculation or stale rate cards. The rep picks products, tier, and discounts within their approval authority; above-threshold discounts route to a manager for approval before sending, and completed signature updates the deal stage automatically.
Pipeline stage updates driven by real deal events rather than reps remembering to click through CRM stages. An email reply advances a deal to Engaged, a confirmed meeting to Meeting Scheduled, and a signed contract closes it won. Stale deals get flagged at risk, and managers get a weekly hygiene report, so the weighted pipeline works as a real forecast.
Commission calculations that run automatically from closed-won CRM data, applying your rates, quota accelerators, clawback rules, and split handling without a finance analyst rebuilding the spreadsheet monthly. Reps get a dashboard with earned commission, forecast, and quota progress; finance gets a per-period file with an audit reference for every line, so disputes resolve in minutes.
How we work
Every sales automation project follows the same four phases. Price is fixed before development starts.
We map your current sales process: where leads come in, how they get assigned, what follow-up looks like, and where deals stall. You leave week 1 with a written scope document, a list of integrations, and a fixed-price quote. No development starts without your sign-off.
Workflow logic and integration architecture before any code. We design the routing rules, sequence triggers, and data mappings. Every decision made here costs ten times less than the same decision made in week 8.
Working automation in a staging environment by the end of sprint one. Bi-weekly demos against real data from your CRM and lead sources. QA runs in parallel with every sprint, not as a phase at the end.
Production deployment of your v1 with monitoring activated on launch day. 8 weeks of post-launch support included. Routing rules, sequence logic, and scoring weights are tunable after launch as your team learns what converts.
Why us
The engineers who assess your sales workflow also build the automation. No bait-and-switch, no offshore handoff after the contract is signed. The team you meet in week 1 launches your first version by week 10.
We scope the integrations, routing logic, and sequence architecture, then lock the cost in writing before any development starts. A scope change is a change request: priced, agreed, or dropped. It never absorbs into the project and appears on the final invoice.
We've been building production software since 2015. Our client relationships include Vodafone, T-Mobile, Aldi, Nike, Cisco, and Lockheed Martin. The sales-automation work itself runs on CRM integration, follow-up sequencing, and workflow automation for teams across the US, UK, Europe, and Canada.
We build reporting into every automation system so you can see speed-to-lead, sequence conversion rates, proposal acceptance rates, and commission accuracy. You don't have to trust that automation is working. You can see it.
Tell us the process, the CRM you use, and what's breaking. We'll design the automation and give you a fixed cost.
What clients say
Three-year average engagement. Founders and operators describing the work in their own words. No marketing varnish.
USAAll of the sprints were completed on schedule and on budget. We highly recommend RaftLabs!
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Read moreSales process automation uses software to perform the mechanical steps in your sales workflow automatically, routing a new lead to the right rep the moment it arrives, sending a follow-up email when a prospect hasn't responded in 3 days, generating a quote from your pricing database when a rep qualifies an opportunity, and calculating commissions from closed-won data without a spreadsheet. The goal is not to replace salespeople. It's to stop paying salespeople to do data entry. Every hour a rep spends updating a CRM record or chasing an internal approval is an hour they're not on a call. Custom sales automation handles the mechanical parts so reps focus on the conversations that actually move deals.
We integrate with all major CRM platforms via API, Salesforce, HubSpot, Pipedrive, Zoho CRM, Microsoft Dynamics, and custom-built CRM systems. Integration approach depends on what each platform exposes, most enterprise CRMs have full API access for reading and writing records, creating tasks, updating pipeline stages, and triggering workflows. Beyond the CRM, we integrate with your lead sources (web forms, LinkedIn, marketing platforms), your email and calendar tools, your document generation systems, and your ERP for commission and quota data. We build around your existing stack rather than requiring you to replace it.
Lead routing automation assigns incoming leads to the right sales rep or queue automatically, based on rules you define, territory, industry, company size, product interest, lead score, or any combination. When a new lead arrives from your web form, a third-party list, or a marketing campaign, the system reads the lead data, applies your routing rules, creates the CRM record, assigns it to the correct rep, triggers the first-touch email sequence, and notifies the rep, all within seconds of the lead coming in. No one checks a queue, no one manually assigns, no lead sits unowned. You define the rules once. The system applies them to every lead.
Yes. Proposal and quote automation pulls product, pricing, and client data from your systems and assembles the document automatically. The rep selects the products and pricing tier, the system generates the proposal with your template, correct figures, and client details, and sends it for e-signature, without the rep opening a Word document or copying numbers from a spreadsheet. We build this on top of your existing product catalog, pricing database, and document templates. For businesses with complex pricing rules, discounting tiers, or configured products, automation eliminates the calculation errors and assembly time that currently come with every proposal.
A focused sales automation system (lead routing, follow-up sequences, and CRM assignment for one lead source and one CRM) typically costs between $15,000 and $35,000. More complex builds covering proposal generation, commission tracking, and multiple integrations run $35,000 to $80,000. We scope the work, calculate the cost, and lock it in writing before any development starts. All quotes are fixed-price with no hourly billing.
Yes. We sign mutual NDAs before any discovery call where process details, pricing structures, or commission models are shared. Enterprise buyers treat the confidentiality of commercial processes as a firm requirement, and we work that way by default. Signing an NDA adds no time to the engagement start.
Work with us
We scope Sales Process Automation in 30 minutes. You walk away with a clear cost, timeline, and approach. No commitment required.
