Case Study

AI-Assisted Marketing Operations with a Human in the Loop

Challenge / Objective

SkyGeo’s lead capture ran through Zapier, there was no clear view of which marketing sources turned into revenue, and actions agreed in meetings were easy to lose. The objective was to give marketing control of its own data flows and reporting, using AI to build faster while keeping people responsible for decisions.

Workstreams

  • Moved lead capture from Zapier to n8n: website form submissions flow to Zoho CRM through workflows that validate leads and route them for manual review, documented in a migration guide and a beginner’s manual.

  • Audited CRM exports from lead to revenue and summarised the findings for leadership in an executive report.

  • Redesigned the lead process with clear stage definitions, MQL and SQL rules, and counting and exclusion rules.

  • Built a low-cost weekly pipeline view (Zoho CRM to Google Sheets to Looker Studio) for team meetings.

  • Set up a meeting-to-action log that turns meeting notes into owned actions with a daily brief of open, overdue and waiting items.

  • Wrote strict rules for every automation: new rows start as “needs review”, nothing writes back to the CRM automatically, and unknown facts are left blank, never guessed.

Results

  • Lead capture running on workflows the team controls and can change.

  • A documented lead process, so marketing and sales count leads the same way.

  • Around 170 meeting actions logged with owners and status.

  • A low-cost weekly pipeline view for team meetings.

Bottom Line

The value of AI in marketing operations is speed with control. These systems were built quickly with AI support, but designed so a person reviews what matters and nothing is invented.