David Tovar · Practical guide
Distinguish sales enquiries from production work
An agency needs to handle new opportunities and find information about campaigns, deliverables and brand guidelines. These needs are related, but do not always involve the same data or permissions. Separating them helps define a solution the team can understand and maintain.
Sales follow-up can organise contacts and enquiries in the CRM. Document search can help locate approved instructions and materials for production work.
Make approved materials a useful source
Before adding AI, identify which versions the team may use: an approved brief, brand guidelines or an accepted deliverable. Each document should retain its client, project and date or version information.
An assistant can help search and summarise information with references. It should not present an old draft as current guidance or use another client’s material without appropriate authorisation.
Prepare follow-up for new enquiries
To connect forms or email with the CRM, define which information identifies a contact and which belongs to each enquiry. Classification can support prioritisation, but sales decisions should use criteria the team can review.
For example, an enquiry can identify the service the customer is interested in and the person responsible for following up. If details are missing, the system should flag them rather than fill the brief with assumptions.
Evaluate an initial version with the team
Choose one document collection and one type of enquiry to test the workflow. Check client separation, document updates, repeated enquiries and recovery from connection failures.
Also review how the solution fits daily work: who receives alerts, who corrects data and how history is accessed. A useful tool should support these tasks without introducing another conflicting source of information.
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I’m David Tovar. If you want to apply these ideas in your business, we can review your requirements and the options for developing a solution.