Case Study: Inbound Sales Operations

Automating inbound sales qualification at Kinetix

How Kinetix scaled inbound demo bookings by 40% and freed up 92% of human sales qualification hours using a custom MadAutomate AI Employee.

92%

Time Saved per Rep

90s

Avg Response Speed

4.2x

First-Year Return (ROI)

6 Weeks

Deployment Time

Business Overview

Kinetix is a leading business logistics platform processing over 10,000 inbound demo requests monthly. As inbound lead volume scaled by 150%, the sales operations team struggled to keep pace, leading to delayed bookings and high manual overhead.

Prospects routinely waited up to 4 hours for a response. Because conversion likelihood falls by over 80% if not contacted within 5 minutes, Kinetix was leaking high-intent pipeline value to faster competitors.

The Challenge

The manual triage process was complex. It required checking the company's domain, looking up team sizes on LinkedIn, checking if the lead had active trials, creating a Salesforce CRM record, scoring fit based on revenue criteria, and email outreach.

Doing this manually for every lead took an average of 15 minutes of employee work, causing massive bottlenecks during high-traffic campaigns.

Workflow Evolution

The Before & After Pipeline

Comparing Kinetix's old manual triage workflow against the new autonomous AI Employee pipeline.

Manual Process (Before)

Step 1: Form Inbound

Lead enters email address and company name on site form.

Step 2: Manual Research (10 mins)

Rep opens LinkedIn and Crunchbase to find team size and revenue numbers.

Step 3: CRM Entry (5 mins)

Copy-pastes lead details, company metrics, and score values into Salesforce.

Step 4: Rep Emailed Booking Link (4 hours delay)

Lead receives manual email containing calendar link. Many leads have already cold-cooled.

AI Employee Automation (After)

Step 1: Form Inbound

Lead enters details. Event immediately triggers serverless container endpoint.

Step 2: API Enrichment (2s)

AI calls Clearbit and Clay APIs to pull rich account history instantly.

Step 3: CRM Automated Create (3s)

Agent logs contacts, accounts, and scoring factors in Salesforce CRM.

Step 4: Personalized Booking Sent (85s)

AI Employee drafts and fires customized greeting with rep Calendly link. Demo booked immediately.

Client Feedback

"We unlocked $420k in pipeline value in the first year."

"Before MadAutomate, our SDRs spent half their day cleaning sheets and copy-pasting domain lookups. Our lead response latency was unacceptable. Now, the AI Employee handles the background operations instantly. Our reps do nothing but demo the product."

Marcus Sterling

VP of Sales Operations, Kinetix

Return On Investment (ROI)

  • Engineering Cost: $24,000 (One-time)
  • Monthly Maintenance: $1,800 / month
  • First-Year Savings: $118,500
  • Additional Pipeline Value: $310,000
Engineering Process

Deployment Timeline

How we scoped, engineered, sandboxed, and shipped Kinetix's AI Employee within 6 weeks.

Week 1

Systems Blueprint

Audit legacy CRM structures, map manual triggers, and secure API keys inside container environments.

Weeks 2-3

Sandbox Build

Write custom Python models, deploy serverless webhook routes, and configure scoring parameters.

Week 4

Dry-Run Auditing

Execute 2,000 mock leads inside the sandbox database. Verify scoring accuracy and response emails with human oversight.

Weeks 5-6

Production Deploy

Release pipeline live, sync with Salesforce prod instance, configure logging dashboard, and train operations teams.

Architect Consultation

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