USRA Capability 01
Workflow automation and integrations that keep work owned.
We connect the places where work arrives to the places where your team acts on it — one durable record per item, a clear owner, and handoffs that stay visible when something fails.
Who it is for
Operations leads, sales or estimating leads and owner-managers of B2B teams that run on email, spreadsheets and a CRM — and need to know what happened to every request.
The problem
- Requests are copied by hand between inboxes, forms, spreadsheets and the CRM.
- Ownership is implied rather than recorded, so follow-up depends on memory.
- Existing automations fail silently, and nobody can say what happened to a given enquiry.
What we build
- 01
Intake with stable IDs
Web forms, webhooks and agreed inbound channels write each item once, with an idempotent identifier, before anything else happens.
- 02
Routing rules
Owner, status and a dated next action are assigned by explicit rules your team agrees in writing.
- 03
Approvals and review
Steps that need a person — pricing, exceptions, anything irreversible — stop in a visible review queue.
- 04
Client-specific integrations
Every item is stored in a database first. Writes to HubSpot, Google Sheets or another system are built for your account and released only after API access, field mapping and acceptance tests are confirmed.
- 05
Retries and failure queues
Deliveries are retried with backoff; anything that keeps failing lands in a queue a person can see and replay.
- 06
Audit trail
Who changed what, and when, is recorded alongside the item rather than reconstructed later.
Illustrative workflows
Website enquiry to owned record
Website form → durable record → owner and dated next action → internal notification → CRM record (for example a HubSpot deal) once the mapping is tested.
Shared inbox triage
Shared inbox → classified request → spreadsheet row → reminder when the next action is overdue.
Making an existing chain observable
An existing Make or Zapier chain is replaced or wrapped so failures surface in a queue instead of disappearing.
Realistic scope
- Running in our own production today: PostgreSQL intake with durable records, retried delivery and email notification. HubSpot, Google Sheets and other CRMs or ERPs are integrated per project, after API access, field mapping and acceptance tests are confirmed.
- One-way writes by default; two-way synchronisation is not promised without a separate design.
- Third-party licences and platform fees are separate from our fee.
Boundaries
- We do not promise conversion, revenue or time-saving figures before your process is measured.
- We do not let an automated step price, quote or commit on your behalf unless that is explicitly agreed and tested.
- Make or Zapier are used only where they fit and can be monitored; your business state lives in a system you can inspect.
Evidence
Our own intake
Every enquiry on this website is written to a durable record first; owner notifications are then delivered from a retried outbox with a visible failure state.
DEF Menkul — client ↗
Production website with structured project-enquiry intake and an internal review workflow: enquiries are recorded, assigned an owner and tracked through next actions.
Related solutions
Lead & Enquiry Operations →
Every enquiry recorded once, owned by a named person and moved towards a quote — across forms, inboxes and your CRM.
Back-office & Document Workflows →
Fewer retyped fields between documents, email and systems — with extraction checked by people where it matters.
Other capabilities:Applied AI & Document IntelligenceCustom Software & Internal Tools