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Automation Systems
Kova
ERP implementation consulting for mid-market companies
Context
Kova is an 8-person consulting firm helping mid-market companies implement ERP systems. They were running 40+ active client engagements with a completely manual back office: leads copied by hand from Typeform into HubSpot, follow-ups sent from personal inboxes, pipeline tracked in a Google Sheet updated twice a week.
The brief: map every manual process, automate what's stable, and hand over a system the team can run without us.
Before and After
Before
Lead submits Typeform
Someone checks email and manually copies data to HubSpot. Average delay: 4.2 hours.
Lead assigned to consultant
A partner decides by memory who has capacity. No rules. No visibility.
Follow-up sent
Consultant sends a personal email when they have time. Sometimes the same day. Sometimes day 3.
Pipeline updated
Google Sheet updated twice a week by the operations person. Always behind. Never trusted.
Deal moves to proposal
Leadership finds out in the Monday meeting. Or doesn't find out until it's too late.
After
Lead submits Typeform
HubSpot contact created instantly. Source, service type, and company size mapped automatically. Assigned to the right consultant in 0 seconds.
Lead routed by rule
Routing logic: service type + company size → consultant. Capacity tracked in HubSpot. No decisions by memory.
Follow-up sent
Personalised email sent within 2 minutes of form submission. Consultant notified via Slack with full lead context.
Pipeline updated
HubSpot updates in real time. Monday morning report sent automatically to leadership every week.
Deal moves to proposal
Slack alert to the partner immediately. No Monday meeting required to surface a hot deal.
Lead response time
−99%
CRM data completeness
+37pp
Manual hours saved
freed
Leads lost to no follow-up
eliminated
Automation Inventory
What was built
Lead capture sync
LiveCreates or updates a HubSpot contact on every Typeform submission. Maps service type, company size, and source. Deduplication by email address.
Trigger
Typeform submission
Destination
HubSpot CRM
Owner
Operations
Lead routing
LiveRoutes leads to the correct consultant based on service type and company size. Sends Slack notification to assigned consultant with lead summary and a one-click link to the HubSpot record.
Trigger
New HubSpot contact created
Destination
HubSpot owner assignment + Slack
Owner
Operations
Immediate follow-up sequence
LiveSends a personalised email within 2 minutes of assignment. Email uses the consultant's name and signature. Sequence pauses automatically if the lead replies.
Trigger
Lead assigned in HubSpot
Destination
HubSpot email sequence
Owner
Assigned consultant
Weekly pipeline report
LivePulls HubSpot data: new leads this week, demos booked, open deals by stage, deals that haven't moved in 14+ days. Formatted and sent automatically. No manual export.
Trigger
Every Monday at 8:00am
Destination
Email to leadership (3 recipients)
Owner
Operations
Proposal stage alert
LiveInstant Slack alert when a deal reaches the Proposal stage. Includes company name, deal value, consultant name, and link to the HubSpot deal record.
Trigger
HubSpot deal moves to Proposal stage
Destination
Slack #pipeline channel
Owner
Partner
Integration Map
How the tools connect
Typeform
Lead capture
HubSpot CRM
Source of truth — contacts, deals, pipeline
HubSpot Email
Follow-up sequences
Slack
Real-time alerts — routing + proposal stage
Scheduled report
Monday pipeline email to leadership
Integration decisions
- Native Typeform → HubSpot integration used (no Zapier). Reason: fewer failure points, no third-party data routing.
- HubSpot workflows used for routing and sequences instead of a separate tool. Reason: all logic in one place, owned by the client after handover.
- Slack integration via HubSpot native connector. Reason: no webhook maintenance required.
Handover State
What is live and who owns it
All 5 automations are live
How to monitor
- HubSpot workflow history: check weekly for failed enrolments or skipped steps.
- Slack #pipeline channel: if deal alerts stop appearing, the workflow has likely paused.
- Weekly report: if it doesn't arrive by 8:15am Monday, check HubSpot scheduled workflow status.
How to request changes
Any change to routing rules or sequence copy goes through the Operations Manager. Changes to Slack alerts or report recipients go through the Partner. No automation is modified without a written request and a QA test on a sandbox contact first.
The Diagnosis
What was really broken
The 4-hour lead response time wasn't a people problem. The team was responsive — they just had no system that made responding in 2 minutes possible. Every hour of delay was a structural problem disguised as a workload problem. The automation didn't make the team work harder. It made the lag disappear.
How this was built
Built to be handed over.
Not maintained. The Automation Systems engagement includes:
Current State Audit
Every tool, every process, every manual step — scored for automation readiness before anything is built.
Process Maps
Trigger, steps, inputs, outputs, and failure modes documented for every candidate process.
Automation Backlog
Prioritised by impact, effort, and risk. We build in order of leverage, not convenience.
Integration Decisions
Every tool connection documented with alternatives considered and trade-offs explained.
SOPs
Standard operating procedures for every automation your team inherits. Written for the person who wasn't in the room.
QA + Handover
Every automation tested before go-live. Full handover doc: what's live, who owns it, how to monitor, how to change it.