ConceptA tool I would build. Not client work.
A CRM that fills itself in.
The call ends and the record is already written: budget, timeline, who signs. Each field points at the sentence it came from, and nothing is kept until you accept it.
Concept
Not client work- Drawn for
- A founder or head of sales at a B2B firm of 5 to 40 people.
- The problem
- Everyone agrees the CRM matters and nobody updates it. After a call you have ten minutes of typing or a record that is wrong by Friday.
- The money
- The average seller spends 40% of their time selling. Salesforce, State of Sales, 2026 (opens in a new tab).
- Belongs to
- Product and MVPThe nearest thing I have built is an outbound sales CRM with a browser power dialer. See it, as private work
Every company, person and number on these screens is made up. Nobody has bought this yet.
Live demo
Watch the record write itself.
DemoPress play, or drag the call back. Each field is joined to the sentence it was read from. Accept or reject them yourself.
Call with Ines Marchetti
Brightwater Logistics · Tue 10 Nov · 24 min · excerpt
TranscriptTranscribed by AI
00:42NoorThanks for making the time, Ines. What made you look at this now?
00:51InesWe plan forty trucks out of one spreadsheet, and the person who built it leaves in January.
01:20NoorSo January is a hard date?
01:26InesWe need to be live before the first of February. After that it’s peak season and nobody has time.
02:02NoorDo you have a number in mind?
02:14InesThe board signed off up to forty thousand for year one. Above that I have to go back to them.
02:48NoorAnd who else needs to say yes?
02:55InesI run the project, but Daan, our CFO, signs anything over ten thousand.
03:30NoorAre you looking at anyone else?
03:36InesWe had a demo from Kettleroute last week. Nice product, but it took them a month to answer one question.
04:07NoorWhat would you like to see next?
04:13InesSend me a proposal by Friday and I’ll get Daan on a call the week after.
Brightwater Logistics, new recordFilled by AI
- Fleet
- 40 trucks
- Current tool
- One spreadsheet
- Timeline
- Live before 1 February
- Budget
- Up to €40,000, year one
- Decision maker
- Daan, CFO. Signs above €10,000
- Also considering
- Kettleroute, demo last week
- Next step
- Proposal by Fri 13 Nov
7 waiting for you. A field you reject stays empty.
Concept
Capture
A call on the left, the record on the right. Nothing is saved until a person accepts it.
The rest of the tool
Four more screens.
- TidewaterCalls to review2CompaniesPeoplePipelineAssistantAskData health5Noor HaddadAccount executiveProposal
Brightwater Logistics
brightwater.example · Road freight · 120 people · Owner: Noor Haddad
SummarySummaryMy notesWritten by AIBrightwater plans 40 trucks from one spreadsheet, and the person who built it leaves in January. They want to be live before 1 February and have up to €40,000 approved for year one. Ines runs the project. Daan, the CFO, signs anything above €10,000. They saw a demo from Kettleroute last week.
From 1 call, 1 email and the demo request. Rewritten on 10 Nov, after the call.ActivityProposal draftedDrafted by AIToday, 09:12
Not sent. Built from the budget, the timeline and the fleet size heard on the call.
Call, 24 minTue 10 Nov, 14:00
Noor with Ines Marchetti. 7 fields filled from the call, all 7 accepted.
Email from InesFri 6 Nov
“Can we talk Tuesday? We’re replacing our planning sheet.”
Demo requestWed 4 Nov
Came in through the website form. Record created.
Fieldseach one says where it came from- Stage
- Proposalset by Noor, 10 Nov
- Fleet
- 40 truckscall, 10 Nov, 00:52
- Current tool
- One spreadsheetcall, 10 Nov, 00:53
- Timeline
- Live before 1 Februarycall, 10 Nov, 01:29
- Budget
- Up to €40,000, year onecall, 10 Nov, 02:18
- Decision maker
- Daan, CFO. Signs above €10,000call, 10 Nov, 02:59
- Also considering
- Kettleroute, demo last weekcall, 10 Nov, 03:38
- Next step
- Proposal by Fri 13 Novcall, 10 Nov, 04:15
People- Ines MarchettiOperations director · runs the project
- Daan VerhulstCFO · signs above €10,000
Concept
Company record
A summary, the activity, and fields that each say which call or email they came from.
1 / 4 - TidewaterCalls to review2CompaniesPeoplePipelineAssistantAskData health5Noor HaddadAccount executive
Company Value Close by Last touch Next step Owner Negotiation2 deals€93,500 Halcyon Freight €62,000 30 Nov Email, 2 days ago Send the redlined contract back Noor Tessel Wholesale €31,500 12 Dec Call, 4 days ago Confirm the start date with their IT lead Ruben Proposal3 deals€85,500 Brightwater Logistics €40,000 1 Feb Call, yesterday Send the proposal by Fri 13 Nov Noor Kessel Pharma Supply €18,500 15 Dec Email, 3 days ago Answer the security questionnaire Ruben Oostland Bakeries €27,000 20 Jan Meeting, 6 days ago Book the call with their CFO Noor Discovery4 dealsNo values yet Nordkaai Terminals Not set Not set Call, 2 days ago Ask for the fleet size Ruben Vantage Cold Chain Not set Not set Email, 5 days ago Send the case study she asked for Noor Meridian Parcel Not set Not set Call, 19 days ago Next step was due 3 Nov Ruben Polder Foods Not set Not set Email, 41 days ago No next step Noor Won in November3 deals€71,200 Lindekens Transport €38,200 5 Nov Signed, 6 days ago Kick-off on Mon 16 Nov Ruben Harbour Street Dairy €24,000 3 Nov Signed, 8 days ago Handed to onboarding Noor Atelier Voss €9,000 9 Nov Signed, 2 days ago Invoice sent Noor 9 open deals€179,000 with a value2 need attention Next step drafted by AI from the last call or emailConcept
Pipeline
Open deals by stage, each with a next step drafted from the last call or email. The ones gone quiet are flagged.
2 / 4 - TidewaterCalls to review2CompaniesPeoplePipelineAssistantAskData health5Noor HaddadAccount executive
What did Brightwater say about budget?
Up to €40,000 for year one. Above that, Ines has to go back to the board.
call, 10 Nov, 02:18Answered by AI
Who signs at Oostland Bakeries?
I don’t know. Nobody has said it in a call or an email. Noor spoke to them last, 6 days ago.
Which open deals have had no contact in two weeks?
How I read thatDeal is openLast touch is more than 14 days agoAnswered by AITwo of the nine open deals. Both are in Discovery.
Company Stage Last touch Next step Owner Polder Foods Discovery Email, 41 days ago None Noor Meridian Parcel Discovery Call, 19 days ago Was due 3 Nov Ruben Draft a check-in to bothSave as a viewNot what I meantAnswers come from your own records and say which ones. If the records don’t hold the answer, it says so.
Concept
Ask
A question comes back as a table, with how it was read. When the records don’t hold the answer, it says so.
3 / 4 - TidewaterCalls to review2CompaniesPeoplePipelineAssistantAskData health5Noor HaddadAccount executive
5 things to look at. I don’t change a record that a person filled in. I ask.
- Conflict
Budget Brightwater Logistics
- Call, 10 Nov, 02:18
- Up to €40,000, year one
- Email, 6 Nov
- “Around €55,000”
- Conflict
Close date Halcyon Freight
- Record, set by Noor
- 30 November
- Call, 9 Nov, 11:40
- “After the board meets on 9 December”
- Gone quiet
No contact for 41 days Polder Foods
Last touch was an email on 1 October. There is no next step.
- Gone quiet
Next step is in the past Meridian Parcel
“Send pricing” was due on 3 November. Last touch was a call 19 days ago.
- Duplicate
Ines Marchetti is in twice Brightwater Logistics
ines@brightwater.example and i.marchetti@brightwater.example. Same name, same company, same phone.
- Last night
What was checked Every record, every field
- Records
- 212
- Fields read
- 2,968
- Asked about
- 5
- Changed unasked
- 0
Concept
Data health
Fields that disagree, deals gone quiet, people entered twice. It asks; it never overwrites what a person typed.
4 / 4
The money
What it would be worth.
Less typing after every call, and records that are still true next week.
How much depends on how many people sell and how many calls they make, so I won’t put a figure on it. Count the calls in a week and the minutes each one costs to write up. That is the number to beat.
What you can buy today
- Attio (opens in a new tab)Plus from €35, Pro from €85 a month
- Folk (opens in a new tab)$24 to $48 per member a month
List prices from each vendor’s own page, checked on 11 November 2026. Both are good. A custom build is the better buy when what you sell isn’t a “deal”: a mandate, a patient, a property, a fleet.
What the typing costs you now
Type your numbers and the sum appears here.
Your numbers, your estimate. A person still reads and accepts every field, so the saving is a share of this, not all of it.
Want this for real?
Tell me what yours has to do. In 20 minutes you will know whether it is worth building, and what I would cut from this drawing.
I would scope it as a product or MVP: from €24k, usually 4–8 weeks. What that includes