Systems
Every system we build on is one you can keep.
Every engine we build runs on established systems, under your own licenses, in your own accounts. Nothing proprietary, nothing that stops working the day we do. Here is all of it, layer by layer.
GAMMA · SYSTEM MAP
01
Data
CRM · ENRICHMENT · HYGIENE
02
Signal
TRIGGERS · PUBLIC RECORD
03
Activation
SEQUENCES · AI · ROUTING
04
Measurement
ATTRIBUTION · REPORTING
Your system of record
AMS · PROPERTY MANAGEMENT · PORTFOLIO · PRACTICE MANAGEMENT · ERP
Systems by layer
What we build with.
Highlighted tools are the ones we reach for most often. Everything else is in regular rotation, because the right answer changes with the client. We’ll recommend the cheaper option when it’s the better one.
01
Data
The system of record, and everything that keeps it complete without a person typing.
HubSpot
CRM · CORE
GoHighLevel
CRM · CORE
Salesforce
CRM
Attio
CRM
Pipedrive
CRM
Clay
ENRICHMENT · CORE
Apollo
CONTACT DATA
Prospeo
EMAIL DISCOVERY
LeadMagic
WATERFALL ENRICHMENT
FullEnrich
WATERFALL ENRICHMENT
People Data Labs
PERSON & COMPANY DATA
ZoomInfo
FIRMOGRAPHICS
02
Signal
The feeds, filings and public records that tell you something changed before a competitor notices.
RB2B
VISITOR ID · CORE
Warmly
VISITOR ID
Common Room
SIGNAL AGGREGATION
PredictLeads
COMPANY EVENTS
BuiltWith
TECH-STACK CHANGE
SEC EDGAR & IAPD
FILINGS · CORE
County & municipal records
PUBLIC RECORD · CORE
State DOI licensing
INSURANCE FILINGS
Firecrawl
STRUCTURED SCRAPING
Apify
STRUCTURED SCRAPING
03
Activation
Turning a trigger into a message, a task and a routed account, without anyone deciding to do it.
Instantly
SEQUENCING · CORE
Smartlead
SEQUENCING
lemlist
SEQUENCING
HeyReach
LINKEDIN · CORE
Nooks
CALLING
Claude
AI RESEARCH · CORE
OpenAI
AI RESEARCH
MillionVerifier
VERIFICATION
ZeroBounce
VERIFICATION
ScaledMail
DELIVERABILITY INFRASTRUCTURE
04
Measurement
Where revenue actually came from, in a view your leadership team will read more than once.
Looker Studio
REPORTING · CORE
HockeyStack
ATTRIBUTION
Factors.ai
ATTRIBUTION
Google Analytics 4
WEB ANALYTICS
BigQuery
WAREHOUSE
Metabase
SELF-HOSTED BI
00
Orchestration
The connective layer underneath all four. This is where most of the actual engineering happens.
n8n
WORKFLOW · CORE
Clay
ORCHESTRATION · CORE
Make
WORKFLOW
Zapier
WORKFLOW
Model Context Protocol
AGENT TOOLING
Supabase
APPLICATION DATA
Airtable
OPERATIONAL TABLES
Google Sheets
OPERATIONAL TABLES
Systems of record
The platforms your industry actually runs on.
This is the part most go-to-market firms skip, because it’s specific and it’s difficult. Your most valuable data already lives in one of these, and getting it out is usually the difference between an engine that works and a set of disconnected tools.
Insurance
AGENCY MANAGEMENT
Applied Epic
Vertafore AMS360
EZLynx
HawkSoft
Nowcerts
Salesforce Financial Services Cloud
Real estate
PROPERTY & ASSET MANAGEMENT
Yardi
MRI Software
AppFolio
RealPage
VTS
Buildium
Finance
PORTFOLIO & CLIENT MANAGEMENT
Orion Advisor
Redtail
Addepar
Wealthbox
Envestnet
DealCloud
Professional services
PRACTICE & ENGAGEMENT MANAGEMENT
Clio
Karbon
Deltek
Bullhorn
Kantata
Practice Ignition
Technology
PRODUCT & REVENUE SYSTEMS
Salesforce
HubSpot
Stripe
Segment
Snowflake
Gong
Not listed?
ALMOST ALWAYS WORKABLE
Native API integration
Reporting exports on a schedule
Database or warehouse replication
Vendor-approved partner access
Middleware where nothing else exists
These platforms vary enormously in how open they are, and several require vendor approval before anything can connect. Confirming exactly what your systems will and won’t allow is part of The Solution, before anyone quotes a build rather than after.
How we choose
Four rules about tooling.
Your licenses, your accounts.
Every platform is purchased in your name and sits in your workspace. We work inside your tenancy, never the other way round. If we stop working together you change one password, not fourteen.
Boring beats clever.
We default to platforms with real support, real documentation and a plausible five-year future. A clever tool that saves a few hundred dollars a month is not worth a rebuild in eighteen months.
Fewest moving parts that work.
Every integration is a thing that can break at 2am. If two tools can do the job of five, we use two, even when the five would be more impressive on a diagram.
Not sure what you already have?
Most firms are paying for more capability than they’re using. Finding out is the first thing we do.