Our mission was to build a robust, tech-enabled sales system that could complement their reputation-driven growth, giving them the ability to reach new clients at scale while maintaining their high-touch, relationship-focused consulting style.
Project Process
Research & Conceptualization
We started by analyzing May & Company’s existing client journey—from initial referrals to signed contracts. The gaps became clear: no formal GTM strategy, no structured lead nurturing pipeline, and no system for capturing conversations or onboarding in a consistent way. We studied the consulting buyer journey and mapped out all the touchpoints where automation could reduce friction.
Workflow Design
The sales system was designed to handle the full cycle:
A go-to-market workflow for structured outreach and lead tracking.
A CRM implementation built to centralize referrals, outreach leads, and inbound opportunities.
AI-powered call summaries automatically capturing prospect conversations, highlighting action items, and pushing notes into the CRM.
Onboarding workflows automating client setup, document collection, and communication templates.
The design emphasized clarity and control, ensuring their consulting team could focus on high-value conversations rather than chasing admin details.
Development & Optimization
We integrated tools through N8N to connect communication channels, CRM, and AI agents. The workflows were optimized for:
Scalability, so new GTM campaigns could run without disrupting existing operations.
Error handling, preventing duplicate entries or missed onboarding steps.
AI accuracy, with prompt engineering for call summaries to consistently capture key insights like team challenges, leadership pain points, and follow-up action items.
Real-world data from May & Company’s first wave of outbound and inbound calls was used to refine the process, ensuring the automations held up under real consulting scenarios.
Key Features
Automated Sales Outreach
Structured GTM workflows eliminated the dependency on referrals by providing consistent lead generation and nurturing.CRM Centralization
All referrals, outbound leads, and live opportunities were captured in one system for pipeline visibility and forecasting.AI-Powered Call Summaries
Every sales or discovery call was automatically summarized, with key discussion points logged directly into the CRM.Streamlined Onboarding
New clients were seamlessly onboarded with workflows handling documentation, scheduling, and expectation-setting.Leadership Dashboards
Tracking metrics were built into the system so leadership could see pipeline health, onboarding progress, and client journey milestones.
Conclusion
The sales automation system built for May & Company was more than just a set of workflows—it fundamentally changed how they approached growth. By moving beyond referrals, they gained a scalable, measurable sales pipeline powered by AI and automation. Repetitive administrative tasks were eliminated, freeing the consultants to focus on delivering value to their clients.
This case study highlights how even human-centered consulting firms can leverage smart systems to expand their reach while staying true to their cultural transformation mission.
