30 July 2026 · Teardowns · 1 min read
Teardown: what happens to an enquiry in a 40-person marketing team
Eleven steps, four tools, and about six hours of human handling a week. Here's what we'd automate, what we'd leave alone, and the bit that actually costs money.
We mapped a mid-market enquiry journey end to end: form submission, notification, manual enrichment, a judgement call on ownership, a CRM record created by hand, and then the follow-up sequence that only starts once somebody remembers. Eleven steps and four systems, none of which were badly chosen.
The cost is not in any single step. It is in the eleven handovers between them, each of which can quietly lose a record.
Where the time goes
About six hours of human handling per week goes into it, but the real cost is response time. Enquiries arriving after Thursday lunchtime were routinely being answered the following Tuesday, and the analytics were never wired up well enough for anyone to notice.
What we'd change
Automate seven of the eleven steps. Notification, enrichment, record creation, routing, acknowledgement, sequence start and reporting are all deterministic. Rebuild the measurement on two. Leave the qualification judgement with a person — that is the step where being wrong is expensive.
Start with the audit.
Two to three weeks. A costed roadmap. Yours whether or not you build it with us.
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