> ## Documentation Index
> Fetch the complete documentation index at: https://docs.apollospace.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Commercial

> Research, prospecting, follow-up, and CRM — the whole funnel with agents on the team. Apollo's most mature pillar, from first touch to proposal.

<Note>
  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.
</Note>

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.

## What changes for you

<CardGroup cols={2}>
  <Card title="If you sell" icon="bullseye">
    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.
  </Card>

  <Card title="If you run the team" icon="chart-line">
    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.
  </Card>
</CardGroup>

## The pattern, applied to commercial

Every flow below has the same shape: a **trigger** happens, the agent
pulls **context** from the [Company Brain](/en/features/brain), **decides
and uses real tools**, anything sensitive it **proposes** and waits for
you, and it all **becomes memory**.

```mermaid theme={null}
flowchart LR
    A[Trigger<br/>new lead, cold lead, meeting] --> B[Agent pulls context<br/>Brain + CRM]
    B --> C[Researches, writes, moves<br/>Scout, Marcus, CRM]
    C --> D{Proposal, price<br/>or strategic account?}
    D -->|No| E[Acts and logs the activity]
    D -->|Yes| F[Proposes + waits for you]
    E --> G[Becomes funnel memory]
    F --> G
```

## Concrete flows

### 1. Scout researches the company before first contact

A new lead lands in the [CRM](/en/features/crm). Before any touch,
**[Scout](/en/agents/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](/en/integrations/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.

<Info>
  **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.
</Info>

### 2. Marcus writes and runs the outbound sequence

With the audience defined — a CRM filter, a list, a whole pipeline —
**[Marcus](/en/agents/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](/en/features/outbound).

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.

| Step                     | Who does it        | Do you decide?              |
| ------------------------ | ------------------ | --------------------------- |
| Research the lead        | Scout              | No                          |
| Write the draft          | Marcus             | No                          |
| Send email / WhatsApp    | Marcus             | **Yes — optional approval** |
| Reply after they respond | You (or your Twin) | **Yes, always**             |

### 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](/en/features/rotinas)** 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](/en/billing/stars) budget.

### 4. The Chief of Staff keeps the pipeline tidy

**[Athena](/en/agents/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](/en/features/boards) — 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](/en/features/rotinas) in your inbox. You read the
pipeline; she does the housekeeping.

## What stays human

<Warning>
  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](/en/trust/security) and respects the org's [spend
  caps](/en/billing/caps).
</Warning>

## Where to start

<Steps>
  <Step title="Put your leads in the CRM">
    Import the list or add the leads to the [CRM](/en/features/crm). It's
    the base Scout enriches and Marcus works.
  </Step>

  <Step title="Let Scout research a batch">
    Ask [Scout](/en/agents/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.
  </Step>

  <Step title="Turn on a sequence with approval">
    Set up [Marcus](/en/agents/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.
  </Step>
</Steps>

## Next steps

<CardGroup cols={2}>
  <Card title="Scout — the researcher" icon="magnifying-glass" href="/en/agents/scout">
    How public research with cited sources works, and lead enrichment.
  </Card>

  <Card title="Marcus — outbound" icon="paper-plane" href="/en/agents/marcus">
    Per-lead composition, channels, and the optional human-approval flow.
  </Card>

  <Card title="Native CRM" icon="address-book" href="/en/features/crm">
    Leads, pipelines, activities, and custom fields — the funnel's base.
  </Card>

  <Card title="Real estate" icon="house" href="/en/use-cases/sectors/real-estate">
    The same funnel applied to a sector: qualification, viewings, and
    proposal follow-up.
  </Card>
</CardGroup>