From seven days of research to sales-ready intelligence in minutes.

Trade shows give sales teams an unusual opportunity: hundreds of potential conversations concentrated into a few days.

But deciding which conversations are actually worth having takes work.

Before an event, FreightWise needed to research attending companies, understand what they did, determine whether they were a good fit, and give the sales team enough context to walk into a conversation prepared.

An outside vendor handled much of that research.

The process took about a week.

And even when the research came back, it was missing something important.

The vendor could learn about a company from the outside.

It couldn't know what FreightWise already knew about that company.

That information lived in Salesforce.

There is no shortage of information about a company online.

The harder question is:

Which information actually matters to this sales team?

A company might look like an excellent prospect from public research but already have years of history with FreightWise.

Maybe someone had spoken with them before.

Maybe an opportunity had already been opened.

Maybe there was an existing relationship the salesperson should know about before walking up to the booth.

Or maybe the company had never appeared in Salesforce at all.

Generic enrichment could tell the team who a company was.

Useful sales intelligence needed to combine that research with what FreightWise already knew.

Make the CRM part of the intelligence, not just the place it gets stored.

We designed the workflow to look in both directions.

First, understand the company from the outside.

Then understand the relationship from the inside.

The system researches each attendee, checks that research against FreightWise's existing Salesforce data, and brings the two together before deciding what information is useful to the sales team.

That changes the output from:

"Here's what we found about this company."

to:

"Here's what you should know about this company before you talk to them."

That distinction is where the value is.

It researches the companies attending the event.

The workflow starts with the attendee list and does the repetitive research that previously had to be completed before the sales team could prepare.

Instead of waiting days for that research to come back, the system can work through the list in minutes.

It checks what FreightWise already knows.

Research alone doesn't tell the whole story.

The workflow brings Salesforce into the process so existing account and relationship context can influence what the salesperson sees.

The company's own institutional knowledge becomes part of the research rather than something the salesperson has to look up separately.

It turns information into something the sales team can use.

The goal isn't to hand a salesperson a larger pile of data.

It's to help them decide:

Who is worth talking to?

What should I know before I approach them?

What gives me a useful way into the conversation?

The workflow brings the relevant research and CRM context together into usable intelligence and talking points for the team.

It replaces a process FreightWise was paying someone else to do.

The work no longer has to leave the business, sit with an outside vendor for a week, and come back disconnected from the systems FreightWise already uses.

The workflow does the research internally and incorporates the company's own data while it works.

The external vendor was no longer necessary.

Public information tells you about the company. Your CRM tells you about the relationship.

That difference shaped the entire build.

It would have been much easier to create an AI workflow that took a company name, searched the web, and generated a summary.

It also would have recreated the biggest weakness of the process it was replacing.

Because FreightWise had already spent years building valuable history inside Salesforce.

Ignoring that information would mean asking AI to start from zero every time the business already knew something.

So we treated Salesforce as part of the system's intelligence.

The research provides outside context.

The CRM provides inside context.

The workflow becomes useful because it can reason across both.

This is one of the places where we think AI inside a business is fundamentally different from using a general-purpose AI tool.

The most valuable answer often depends on what your business already knows.

7 days → minutes

The research process that previously required roughly a week can now be completed in minutes.

100% of external vendor cost eliminated

Because the workflow performs the research internally, FreightWise no longer needs the outside vendor that previously handled the process.

Generic research → CRM-aware intelligence

The sales team doesn't just get information about the companies attending. They get that information in the context of FreightWise's existing relationships and history.

But the larger change is what happens before the salesperson ever walks onto the trade show floor.

They start the conversation knowing more.

Less time is spent researching.

Less money leaves the business to perform work its own systems can now handle.

And information FreightWise has spent years accumulating inside Salesforce becomes an active part of preparing the team — instead of something sitting in the CRM waiting for someone to remember to look it up.