CRM, Data & AI01
Define CRM Requirements Before Choosing Software
A process-first approach to stages, ownership, data and reporting that prevents the platform from becoming an expensive address book.
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ETX NOTES · THINKING FOR THE REAL WORK
Useful thinking
Less noise. Better questions. Practical decisions.
Guides and perspectives on conversion-focused web, growth marketing, creative systems, CRM and applied AI.
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CRM, Data & AI
No inflated promises. Just useful context for making a stronger business decision.
CRM, Data & AI02
WhatsApp Automation for Useful Customer Journeys
How to automate acknowledgement, routing and simple service without trapping customers in a bot they cannot escape.
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AI Agents With Guardrails: From Demo to Reliable Workflow
A practical framework for scope, tools, permissions, evaluation and human escalation when AI can take actions.
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Implementing an AI Dialler Responsibly
How to define appropriate calls, disclosure, consent, escalation and quality review before automating voice conversations.
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Connect CRM and Marketing Data Without Creating a Mess
A staged integration approach for identity, source context, lifecycle events and feedback that teams can trust.
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Lead Scoring That Sales Teams Can Understand and Trust
How to combine fit and intent signals into a transparent prioritisation model with clear limits and feedback.
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A First-Party Data Strategy People Can Understand
How to collect less, explain it better and turn consented customer data into useful service and marketing decisions.
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Map Marketing Automation Before You Build It
A blueprint for triggers, states, messages, ownership and exceptions that prevents brittle workflows and customer confusion.
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Design a Marketing-to-Sales Handoff That Preserves Context
How shared definitions, CRM evidence, response ownership and feedback turn demand generation into a continuous customer journey.
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An AI-Assisted Content Workflow With Human Accountability
How to use AI for research support, structure and adaptation while keeping expertise, sources, judgement and approval with people.
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Build a Connected Growth System, Not a Stack of Tactics
How positioning, creative, website, acquisition, CRM and automation can operate as one accountable customer journey.
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Human-Centred Automation: Know What Not to Automate
A decision framework for keeping empathy, judgement and accountability with people while automating repeatable support around them.
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