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It’s 6pm on a Friday. The pipeline has 140 leads, but you know — without looking — that at least 30 went cold because no one had time for the third touch. The “wait, who is this company again?” spreadsheet is still blank. And the proposal a client asked for on Tuesday still hasn’t gone out.
Commercial is where Apollo is most mature, for a simple reason: most of the funnel is repetitive, low-risk work — researching a company, writing the first touch, sending the follow-up no one sent, keeping the CRM tidy. That’s exactly what leaves your plate. What stays yours: the proposal, the price, the close, and the first conversation with a strategic account.

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What changes for you

If you sell

You walk into the conversation already knowing who the lead is — researched, enriched, history in hand. The follow-up happens without you remembering it. More time to close.

If you run the team

The pipeline stays clean on its own — stages updated, activities logged, nothing stuck from a forgotten step. You read the funnel, you don’t tidy it.

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The pattern, applied to commercial

Every flow below has the same shape: a trigger happens, the agent pulls context from the Company Brain, decides and uses real tools, anything sensitive it proposes and waits for you, and it all becomes memory.

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Concrete flows

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1. Scout researches the company before first contact

A new lead lands in the CRM. Before any touch, Scout wakes up and does the public research: what the company does, rough size, a recent piece of news, signals of buying intent. The search runs through Tavily; every claim comes back with its source cited — no citation means it’s an explicit hypothesis, not a fact. The result is enrichment: Scout writes a summary on the lead’s card and fills fields that were empty (sector, size, context). You open the conversation knowing who you’re talking to, instead of improvising.
What changes: you never send the first touch in the dark again. The lead arrives at the conversation already enriched from public sources, with a link to check.

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2. Marcus writes and runs the outbound sequence

With the audience defined — a CRM filter, a list, a whole pipeline — Marcus works per lead, not in a blast. For each one it gathers signals (via Scout), composes the message in your team’s voice, and picks the channel: email or WhatsApp. This is where control kicks in: by default each draft sits waiting for your approval as a card in chat. You review, edit freely, approve or reject. For low-risk campaigns (a public-event invite) you can let it send automatically; for important accounts you keep touch-by-touch review.
StepWho does itDo you decide?
Research the leadScoutNo
Write the draftMarcusNo
Send email / WhatsAppMarcusYes — optional approval
Reply after they respondYou (or your Twin)Yes, always

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3. The routine that revives cold leads

What leaks most from a funnel isn’t the bad lead — it’s the good lead no one circled back to. Marcus schedules a routine for itself: every day it sweeps the pipeline for leads with no activity in X days and proposes the next touch, anchored to a fresh signal Scout found (a new hire, a launch, a press mention). It’s not a generic reminder. It’s a ready draft, with context, waiting for your “ok”. The follow-up you never have time for starts happening — logged and within the Stars budget.

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4. The Chief of Staff keeps the pipeline tidy

Athena is the organization’s operator. When a meeting ends or an email arrives, she moves the lead’s stage, logs the activity in the CRM, and creates the follow-up task — without you opening a screen. The funnel reflects reality because someone (her) is always tidying it in the background. If something needs you — a hot lead stalled, a proposal expiring — she raises a notification in your inbox. You read the pipeline; she does the housekeeping.

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What stays human

The agent proposes — never acts alone — when it comes to:
  • A commercial proposal to a client — written and reviewed by you before it goes out. The agent can draft it; sending is yours.
  • Price and discount — any number that sets the margin is a human call.
  • Contract and signature — never autonomous.
  • Money — charges, refunds, any financial move.
  • The first touch to a strategic account — the relationship worth starting with your hand, not a sequence.
For all of it the agent prepares, organizes, and hands it over ready — and waits for you. Every action stays in the auditable trace and respects the org’s spend caps.

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Where to start

1

Put your leads in the CRM

Import the list or add the leads to the CRM. It’s the base Scout enriches and Marcus works.
2

Let Scout research a batch

Ask Scout to enrich 10 leads and look at the result with its cited sources. It’s the fastest way to feel the value with no risk.
3

Turn on a sequence with approval

Set up Marcus on a small campaign with touch-by-touch approval. As it nails the tone, you grant more autonomy. Trust is a ratchet, not a leap.

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Next steps

Scout — the researcher

How public research with cited sources works, and lead enrichment.

Marcus — outbound

Per-lead composition, channels, and the optional human-approval flow.

Native CRM

Leads, pipelines, activities, and custom fields — the funnel’s base.

Real estate

The same funnel applied to a sector: qualification, viewings, and proposal follow-up.