Putting AI agents inside the CRM, and fixing the routing data first so they aim at the right people

The problem

The play

1. 1
   Build a routing-country waterfall and stamp where the answer came from

   Two new contact properties: a routing country, and a source stamp recording which field the value came from. The waterfall runs associated company headquarters first, then the enrichment provider's country, then the contact's self-reported country, then the data-provider country, and IP country last.

2. 2
   Pick headquarters over the individual's location, on purpose

   The business rule was set by sales leadership, not by the data: route on where the company is headquartered, because that is where the executives and the signers usually sit, and let reps hand off between regions afterwards if the contact is elsewhere.

3. 3
   Handle the no-company case rather than treating it as an exception

   The first build only populated routing country when a contact had an associated company, which in a product-led base is a minority of records. It was rewritten to fall back through whatever country signals do exist and backfilled across roughly 150,000 contacts.

4. 4
   Trace every consumer before changing the territory field

   Roughly ten downstream workflows read the territory field.

5. 5
   Ship the boring agent first: the meeting briefing note

   The failure mode was mundane and expensive. An outsourced development team would work one contact, that contact would forward the booking link, and someone else would book the meeting, so the account executive walked into a call with a person who had no notes and no email history. It happened in roughly two or three of every ten booked meetings.

6. 6
   Build the outbound agent as two workflows with three explicit branches

   A first-touch workflow enrols on a qualifying lead score plus a routing country in the target region, excluding contacts already at opportunity, sales-qualified or customer lifecycle stages, and branches three ways: send, route for human review, or produce no draft at all. A second workflow handles inbound replies.

What it moved

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