85% Faster Pre-call Research for Sales Team with AI-Lead Enrichment

Situation

Before the project, the client’s team was doing website research by hand as part of lead intake and discovery prep. That meant reps or internal staff had to visit company websites, hunt for basic information, interpret what they found, and manually enter the details into the CRM.

That process created a few problems at once. It took time away from higher-value sales work. It introduced inconsistency because different people might capture different levels of detail. And it left reps less prepared than they could have been going into early conversations.

The business did not need more raw lead data. It needed better lead context earlier in the process, without adding more repetitive admin work.

Solution

ProsperSpark built an automated enrichment workflow using Airtable, Zapier, and custom AI automation to enrich lead data before discovery calls.

From there, the workflow:

• Parsed website text from the lead’s company site
• Identified the business address from available site content
• Used ChatGPT to infer the likely time zone from that address
• Generated a short company description for quick rep context
• Validated outputs before writing them back into Airtable
• Added error handling for missing, invalid, or unusable websites

The team also reviewed common website structures, mapped the output fields to the client’s CRM process, and iterated through testing to improve reliability. That mattered because website content is often messy, inconsistent, or incomplete. The workflow needed to be useful in the real world, not just in ideal examples.

Results

The finished solution gave the client a more scalable way to turn public website information into structured CRM data.

Instead of spending time manually researching and typing in the same types of details over and over, the team could rely on automation to handle much of that work upstream. Reps had better context before discovery calls, and the CRM held more usable information earlier in the sales process.

The intake notes also indicate the client postponed hiring a full-time employee because of the improved workflow. While the exact savings were not provided, that points to meaningful operational value beyond just time reduction. Just as important, the process became more repeatable and easier to scale as lead volume grew.

Internal notes also suggest the relationship continued into later proposal activity, which supports the idea that the project delivered enough value to build confidence for additional work.