Official Attio Expert Partner · CRM & data engineering

We will build you an automated sales system that runs without you.

CRM builds, data pipelines and outbound infrastructure for B2B teams.

Book a 15-minute intro call See how it works ↓
Pipeline, live
SignalBase SignalBase spotted a funding roundSeries A, matches your ICP ✓
Clay Clay enriched the companyHeadcount, tech stack, contacts ✓
Apollo Apollo verified the decision makerEmail + direct dial confirmed ✓
Attio Attio created the recordStage set, owner assigned ✓
Slack Slack pinged the owner"New high-fit lead, ready to work" ✓
✓ Deal moved to Won

The stack I build on

Attio HubSpot Clay Apollo SignalBase n8n Stripe Slack Zapier
When you work with me

What actually changes.

The goal is not just a tidier CRM.. It's a sales team that spends less time on repetitive tasks and more on selling, building a pipeline that keeps running and scaling cleanly.

Today
  • Lists built by hand, copy-pasted from LinkedIn
  • A CRM nobody trusts, the forecast lives in your head
  • More time spent on admin than on conversations
  • Pipeline runs on whoever happens to be in that day
If nothing changes

The manual work compounds. More hours lost to admin, more data that drifts out of date, more deals that slip because no one followed up. The tools pile up but the bottleneck stays the same person.

Once it's running
  • Prospects found, researched and queued automatically, every day
  • A clean CRM that tells you who to chase next, and why
  • The team freed up for the conversations that actually close
  • A pipeline that's a system, not a person
Week 1–4

The engine is running. Prospects identified, researched and contacted daily. The CRM is clean and the team is back on real conversations.

Month 1–3

A steady flow of warm conversations in the calendar. You can step back from day-to-day prospecting. The return is visible and measurable.

What I do

I build the engine, then I keep it running.

One operating layer, built around how you actually sell. Not a template.

01

Attio setup, end to end

A CRM configured around your real sales motion. Custom objects, attributes, workflows, lists, lifecycle automation — including AI-powered functions for scoring, enrichment and follow-up. The pipeline reflects how deals actually move, so the team wants to open it.

02

Data that flows in, not stagnates outside

Clay, Apollo, SignalBase, LinkedIn, public APIs, custom scrapes, social data. Every source feeds the CRM, so it becomes the single place the truth lives. Enrichment on autopilot, not on a Friday afternoon. On Attio, or on the HubSpot or Salesforce you already run.

03

RevOps that fits the team

Lead routing, deal scoring, call notes captured automatically, Stripe-to-CRM sync, Slack hooks, dashboards that mean something. The stuff that turns passive storage into an operating system.

04

Outbound, when you want it

Need Clay tables, sequence infrastructure or a signal-fed campaign on top of the CRM? I build that too. Always on top of the CRM — never a standalone campaign with nowhere for the data to land.

Who I help

Built around how your industry actually sells.

The data and the pipeline look different depending on what you sell. Three sectors I know from the inside.

B2B SaaS

The CRM, the data layer and the signal-fed pipeline behind your go-to-market. Funding, hiring and tech-stack signals, enriched, scored and routed to the right rep.

What I do for SaaS →

Recruitment

Hiring-signal pipelines, candidate-sourcing engines and a CRM that runs the desk. Win the mandate before the role gets posted to everyone.

What I do for recruitment →

B2B Sales

Any B2B team doing outbound. The CRM, the data layer and the signal-fed pipeline, so prospecting and follow-up stop eating the week.

What I do for sales teams →
A build, in motion

What's actually happening under the hood.

One example. A buying signal lands and the system carries it all the way to a CRM record and an alert, with no one exporting a spreadsheet.

SignalBase
Signal in

SignalBase

Funding, hiring or a job change is detected.

Web research

Custom script

Company website scraped for context and buying signals.

Clay
Enrich

Clay

Emails, headcount and tech stack added.

AI layer

Claude

ICP fit scored, research brief and first-line written.

Attio
Route to CRM

Attio

Record created, stage and owner set.

Slack
Notify

Slack

The owner is pinged in real time.

The migration wedge

Outgrowing HubSpot?

The jump from HubSpot Starter to Professional is around a 400% price hike, and the reporting, automation and forecasting you actually need all sit behind that wall. Salesforce makes you hire a consultant just to change a field. Most teams stay stuck because moving feels like losing two years of relationships.

It doesn't have to. I migrate teams off HubSpot, Salesforce, Pipedrive, Airtable and homemade spreadsheet stacks into Attio. Cleanly. With the history preserved.

  • ✓ Full data model read before anything moves. I come from GTM engineering, so the schema gets understood, not guessed.
  • ✓ History, notes, owners and associations carried across, not dropped.
  • ✓ The new CRM shaped around your sales motion on the way in, so migration and improvement happen in one move.
Book a CRM audit

Not ready to move? I'll run the enrichment and data layer on the HubSpot or Salesforce you're already on. The migration can wait.

HubSpotHubSpot
SalesforceSalesforce
PipedrivePipedrive
AirtableAirtable
SpreadsheetsSpreadsheets
Attio
Attio
shaped around how you sell · history intact
Founder photo
Why me

An AI and data engineer, working with your sales team.

Most people who do this came out of sales. I come from AI and data engineering, with fourteen years building data systems for global sales and marketing functions. So when your CRM data is a tangled mess, or the enrichment needs real AI and automation behind it rather than a brittle workaround, it gets built properly the first time.

What that means for your business: data you can actually trust, the manual work automated away, and a sales team that spends its week selling instead of feeding the CRM.

Founder-led, with a small delivery team behind me when required. You get my hands on the build, without the bottleneck.

Worked with
BT General Electric Confused.com Innovate UK GE Oil & Gas Cardiff Metropolitan University
Expertise

Credentials and past work.

Official Attio Expert Partner ★ Upwork Expert-Vetted · top 1% Clay Bootcamp graduate
★★★★★ 5.0 rating · 100% Job Success Score · Expert-Vetted Top 1%
★★★★★

"We hired Sonny as we needed expert consultancy on how to harness Clay and n8n to automate some key recruitment processes within our client's business. He was very hands on, helping us set up new automation flows and tools to save our client time, money and frustration while driving growth in key metrics. It opened our eyes to many possibilities and we are sure this will become an invaluable part of our client's candidate and client acquisition strategy going forward. Sonny is down to earth, easy to get on with and communicates clearly and effectively. I would have no hesitation in hiring him again."

Verified Upwork client · Recruitment automation
★★★★★

"Sonny was outstanding to work with on this project. Kept me informed throughout the project and delivered an excellent job on the task assigned. Highly recommend."

Verified Upwork client · Project delivery
65%
RecruitmentAI agents

A major UK recruitment group

Reduction in manual candidate research time after building an AI sourcing and screening engine that runs the first stage of every placement.

  • 60+ employer communications handled daily by the AI agent
  • Candidate shortlisting automated — humans only at escalation point
  • Live and in daily use across the business
200+
B2B SaaSOutbound

An enterprise safety-software platform

Personalised landing pages deployed for target accounts, each built from live signal data — alongside a signal-fed outbound engine for the BDR team.

  • Account-specific pages generated from funding, hiring and tech-stack signals
  • BDR team freed from manual account research per prospect
  • Outreach personalised at scale without additional headcount
247
Professional servicesOutbound

A B2B events and sponsorship business

Target accounts identified, enriched and enrolled into personalised email and LinkedIn outreach sequences in the first automated run. List-building went from a manual half-day to fully automated.

  • Signal-based scoring across funding, hiring and industry fit
  • Decision-maker contacts enriched and verified per account
  • New scored prospects delivered weekly, no manual work
How we work together

One-off builds and optional maintenance retainers.

The build

A scoped project

A fixed-scope build off the audit: the CRM, the migration, the data flows and the automation. One project fee, agreed up front. No open meter.

Typically one to three months
The retainer

Ongoing operation

Once it's live, a monthly retainer keeps the data clean, the workflows running and the pipeline improving. It earns its place every month or you stop it.

Monthly, scoped to the work
How much is manual sales ops costing you? → See how I work →

Most B2B teams: £30–60k a year on manual sales ops. See your number in 30 seconds.

Questions

Straight answers.

No. If you're on HubSpot or Salesforce and want to stay there, I'll build on what you've got. The data layer, enrichment pipelines and outbound automation all work regardless of which CRM you're in. I'm a vetted Attio Expert Partner, so for teams starting fresh or making a switch it's usually where I'd point you, but it's not a condition of working together.

No. History, notes, owners and associations come across. I read the data model first, which is the part most people skip and the reason migrations go wrong.

On top of a CRM I'm building or running, yes. As a standalone with no CRM destination, no. If the data has nowhere to live, the build isn't worth doing.

Yes. Custom AI agents and automation workflows are part of the build for most teams I work with. For sales teams, that means agents that research prospects, draft outreach or screen inbound replies automatically. For hiring teams, it means sourcing agents that surface candidates and handle the early screening before a human needs to get involved. All of it sits on top of the CRM and data layer, not as disconnected tools.

Teams with no CRM and no intention of building proper infrastructure — I work on systems, not spreadsheets. And anyone looking for a quick one-off fix without a data foundation behind it. If either of those fit, I'll say so on the call.

All sizes. From a founder still doing the selling themselves to a team with a full revenue function, I scope the build to fit where you are.

Let's see what your CRM should actually be doing.

A short call. I'll tell you straight whether there's a build worth doing, and what it would take. No deck, no pitch.

Book a 15-minute intro call

Prefer email? sonny@weareapexai.com