Custom Sales Automation Platform for Kearns Technology

Kearns Technology · June 1, 2024

ZoomInfo gives sales teams data. What it doesn't give them is a system for working that data — a structured, repeatable process for moving a lead from first touch to closed deal without dropping the ball between steps. Kearns Technology had the leads. What they needed was the engine to work them consistently at scale.

We built it from the ground up.

The Challenge

A Tool for Data, Not for Selling

ZoomInfo had served its purpose as a prospecting and data source, but it wasn't built to be a sales workflow platform. Reps were pulling leads and then managing follow-up in a combination of memory, calendar reminders, and inbox discipline. There was no defined cadence, no enforced sequence of touches, and no single surface that told a rep exactly what they should be working on right now.

The result was predictable: leads going cold because follow-up slipped, inconsistent outreach timing across the team, and no visibility into whether the sales process was actually being executed or just approximated.

No Shared Definition of the Sales Process

Different reps worked leads differently. Some followed up aggressively, others let too much time pass between touches. Without a system enforcing a defined cadence, the sales process existed in theory but not in practice — and performance varied accordingly.

Management had limited visibility into activity, couldn't identify where leads were stalling, and had no reliable way to measure whether the process itself was working or whether individual rep behaviour was the variable.

What We Built

Custom Sales Flow Builder

The core of the platform is a configurable sales flow engine — a tool that lets the team define multi-step outreach sequences with rules for timing, touch type, and progression logic. Flows can be built around lead source, industry, deal size, or any other segmentation criteria — so a cold inbound lead follows a different sequence than a warm referral, automatically.

Each step in a flow defines what action the rep takes, when it happens, and what triggers the next step — whether that's a response, a time elapsed, or a manual progression. The system enforces the sequence so nothing falls out of the process by accident.

Automated Notifications & Cadence Emails

At each step in a flow, the platform handles the automation layer — outbound cadence emails send on schedule without manual intervention, and reps receive notifications when it's time to take a step that requires a human touch: a call, a LinkedIn connection, a personalized follow-up that can't be templated.

The distinction matters: the system automates what should be automated and flags what needs a person — so reps aren't buried in scheduling logistics but aren't replaced by a sequence either. Every automated touch is logged against the lead record with full history.

Custom Activity Dashboard

The rep-facing dashboard is the operational core of the platform. Rather than a CRM inbox or a list of tasks buried in a sidebar, we built a purpose-designed daily working surface that answers one question for every rep, every morning: what do I work on today?

The dashboard surfaces:

• Due and overdue activities — every lead requiring action today, prioritized by urgency and flow step
• Cadence status — where each active lead sits in its sequence, what's been sent, and what's next
• Response and engagement signals — leads that have responded or engaged flagged for immediate follow-up
• Pipeline health at a glance — a rep-level view of active leads by stage, flow, and last touch date

Reps start the day knowing exactly what needs attention. No digging through a CRM, no relying on memory, no leads going cold because they weren't visible.

Management Visibility Layer

Alongside the rep dashboard we built a management view covering team-level activity, cadence execution rates, and lead progression across the pipeline. For the first time, leadership had a clear picture of whether the sales process was being run — not just whether deals were closing.

The Migration

Moving off ZoomInfo meant bringing existing lead data, contact records, and historical activity into the new platform without losing context. We handled the full data migration — mapping ZoomInfo's export format to the new system's data model, cleaning and deduplicating records, and preserving engagement history where it existed so reps didn't start cold on warm contacts.

The team was operational on the new platform from day one of cutover, with active leads already enrolled in appropriate flows based on their existing status.

Outcome

Kearns Technology's sales team moved from working leads based on individual habit to working them based on a defined, enforced, measurable process. Every lead in the system is inside a flow. Every rep starts the day with a clear activity surface. Every automated touch goes out on schedule without anyone managing it.

The inconsistency that had been a constant variable in their sales performance was replaced with a system that runs the same process the same way, every time — leaving reps to focus on the conversations that actually require them.

The platform is built to grow: new flows can be added as the team develops new outreach strategies, new lead sources can be onboarded and assigned to appropriate sequences, and the reporting layer can be extended as the business scales.