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AI for sales and CRM

Follow-ups that depend on memory, CRM data that's always slightly stale — your assistant fixes both, working the same pipeline your team sees in Gmail.

What you'll end up with

  • New leads from email qualified and placed on your pipeline with the context filled in.
  • Contact and company records created and kept current from the email itself — no copy-paste.
  • A weekly sweep that surfaces every deal that's gone quiet, with a draft nudge ready to go.

Before you start

  • Sortd set up in Gmail — a Sales board with stage lists (say New leads, Qualified, Proposal, Won) and Sortd's CRM (contacts & companies) enabled.
  • Your assistant connected — two minutes, one browser approval: Connect your AI. Everything below works in Claude, ChatGPT, or any connected assistant.
  • The right permissions — when you connect you tick what the assistant may do — send permissions start unticked. For this guide: reading email, reading and updating the board, and preparing drafts (drafts never send by themselves).

Set it up by talking to your assistant

Each step is something you type (or say) to your assistant — copy them as they are, or change the names to match your own boards and lists. You don't need to know what happens behind the scenes, but we explain it anyway.

1. Qualify what came in

Every lead email becomes a pipeline card with its homework done.

Check the sales inbox for new enquiries. For each real lead, make a card on Sales / New leads, and add a note summarising who they are, what they're asking for, and how warm it feels.

What happens: Cards are created from the actual threads — click one later and the full conversation is right there.

2. Keep the CRM honest

The part sales people never have time for.

For each new lead, check whether the contact and company exist in our CRM. Create them if missing, fill in what the email tells you — name, role, company — and link the contact to the lead's card. If they mention a budget, set it as the deal value.

What happens: Contacts and companies are created or updated in Sortd's CRM, linked to the same organisation your team browses, and each deal card shows its contact and value.

3. Move deals as reality moves

The pipeline should follow the conversation, not monthly cleanup sessions.

Look at the threads behind cards in Qualified. Move anything where we've sent a proposal into Proposal, and flag any card where the last message is from them and we haven't replied. If a customer has clearly said yes, mark the deal won; if they've said no, mark it lost with their reason.

What happens: It reads each card's thread and moves the card — stage changes your team sees instantly. Won and lost deals get a close date, and lost ones keep the reason.

4. Rescue the quiet ones

Deals rarely die loudly; they just go quiet.

Find deals in Qualified or Proposal with no reply from us or them in over a week. For each, draft a short, friendly follow-up in our tone — leave the drafts for me.

What happens: Draft nudges appear in Gmail on the right threads. You review, tweak, send.

Put it on autopilot

Once a run works when you ask for it, schedule it — a weekly Monday sweep keeps the pipeline moving without anyone remembering to do it.

Every Monday at 9, qualify new leads onto Sales / New leads with CRM records, move cards whose stage has changed, and draft follow-ups for any deal quiet for more than a week.

Claude (Cowork scheduled tasks) and ChatGPT (scheduled tasks) can both do this — cadences, tips and more recipes are on AI Schedule.

You stay in control

  • Drafts by default. Unless you granted a send permission, the assistant can only prepare replies — they wait in Gmail for a human to send.
  • Everything is visible. Every card the assistant creates or moves shows up on the board instantly, exactly as if a teammate did it — same statuses, same history, same audit trail.
  • Easy to undo, easy to unplug. Moves and statuses can be changed back on the board, and you can disconnect the assistant at any time from the same place you connected it.

More: AI for client service · every action the assistant can take, with example prompts: AI Reference · all use cases: AI guides