The broker ran Sales and Marketing on the paid modules of HubSpot, and the sales process did not fit the standard screens. Worse: the day-to-day source of truth was Slack. Discovery, objections, agreements and next steps lived in threads, with no structure, and the CRM fell behind. The project was born at the August 2026 all-hands, with kickoff on September 1.
My scope was the commercial side: Sales and Marketing. Tickets, operations and the entity database stayed with the product team.
TaskBuild, with AI-assisted development, a CRM of the company’s own that replaced the Sales and Marketing modules of HubSpot without stopping the team, and that the BI panels could read directly.
Result| In production | Pipeline and stages, tasks, activity log, lost reasons, API and Slack notifications |
|---|---|
| Adoption | Within a week, 90% of the sales routine was in the new CRM; only message sending still happens outside |
| Panels | The BI dashboards now read straight from the new CRM |
| Savings | About US$ 2,100 a month in licenses, projected from November 2026 under the annual contract |
| Not yet | E-mail sending and telephony |
- Scope by what hurts. Sales and Marketing only, which is where the licenses were paid and the process was breaking. Everything else stayed where it worked.
- Pipeline first, rules after. Stages, lost reasons and tasks moved from verbal agreement into the system, with entry rules per stage, before any report existed.
- Slack as the surface. A qualified lead arrives, a proposal follow-up expires, a deal stalls: the alert goes where the team already is.
- AI reads Slack and structures the CRM. An AI layer reads the deal’s thread and fills the discovery field by field: persona, lives under management, carriers, pains, objections, decision maker and the tasks agreed in the conversation. A person reviews, and nothing is saved without confirmation. Slack stays where the conversation happens. The CRM becomes where the data lives.
- One improvement per deploy, asked for by the team. The sales team requested the next change at each release. The CRM became a living thing, shaped by use.
- Migrate without stopping the sale. HubSpot stayed until switch day, and the BI panels were repointed to the new source.
- Inside the product team’s conventions. Company repository, monorepo, containerized deploy and documentation written so others could continue it.
Adoption did not come from training. It came from each deploy carrying an improvement the sales team itself had asked for. Whoever uses the tool every day knows what it lacks.
My job was to listen and ship fast.
The demo runs the same interface on fictional data, entirely in the browser: companies, people, figures and conversations were generated for this showcase. Anything you create or edit resets when the page reloads.