CRM Automation Consultant
Your sales team should be closing, not chasing. I build the automation between a lead arriving and a deal closing: scoring, routing, nurture by intent, WhatsApp and email flows, no-show recovery, and the loop that sends CRM outcomes back to your ad accounts. HubSpot, n8n, Make or Zapier, whichever fits.
A CRM automation consultant designs and builds what happens to a lead between arrival and close, so sales only talks to people who are ready. What I build:
- Lead scoring on fit and intent, with routing to the right rep or agent
- Nurture sequences by segment and intent on email and WhatsApp
- Sales hand-off: booking, reminders, no-show recovery, follow-up tasks, proposal chasers
- CRM to ads feedback: deal stages and revenue sent to Meta, Google and LinkedIn
I am Ayoub Kaddouri, a full stack growth consultant. I work across SEO, technical marketing, paid ads, reporting and martech instead of one channel, which is why clients hire me when the problem sits between departments. Ten years running paid ads, eight on email, six on SEO and six on WhatsApp automation. Automation is the layer that connects everything else I do. For Bob Proctor's Thinking Into Results I built a scoring CRM with agent matching so each lead reached the closer most likely to convert them. For AWAL I automated B2B ordering over WhatsApp with Python and ChatGPT for low-literacy users, driving 210 percent growth in six months. For Alphorm I automated lead qualification and wired the CRM back into the ad platforms.
01 The automation map
Before any workflow, I draw the map: every way a lead can arrive, every state it can be in, and what should happen in each state. Most CRMs I audit have 40 workflows that nobody can explain and no map. The map is the deliverable. The workflows are the implementation.
| Lead state | What should happen automatically | What usually happens |
|---|---|---|
| New lead, unknown fit | Enrich, score on fit, route or nurture | Goes to a rep's inbox |
| Engaged, no intent signal | Nurture by segment, watch for intent | Gets the same newsletter as everyone |
| Intent signal (webinar attended, pricing page, reply) | Score up, alert rep, book call flow | Nobody notices |
| Call booked | Reminders on email and WhatsApp, prep brief to rep | One calendar email |
| No-show | Rebook sequence, rep task after 2 attempts | Deal marked lost |
| Proposal sent | Chaser sequence, deadline, alert on open | Rep forgets |
| Closed won | Onboarding, revenue to ad platforms, referral ask | Nothing |
| Closed lost | Reason captured, win-back in 90 days | Nothing |
02 Flows I build most
- Lead scoring and routing. Fit (company, role, region, budget) plus intent (webinar attendance, page visits, replies). Routing to the rep or agent best matched to the profile.
- Webinar follow-up. Attended, stayed to pitch, left early, no-show. Each gets a different sequence and a different task for sales.
- WhatsApp flows. Reminders, qualification questions, booking, document delivery. Six years building these, essential in MENA and increasingly in Europe.
- No-show and proposal recovery. The two cheapest revenue sources in any sales team, and the two most neglected.
- CRM to ads loop. Lead quality, deal stages and revenue pushed to Meta, Google and LinkedIn so campaigns optimise for buyers.
- Reporting automation. Weekly report from spend to pipeline to revenue, built once, delivered automatically.
03 HubSpot, n8n, Make or Zapier
| Tool | Use it when | Avoid it when |
|---|---|---|
| HubSpot workflows | Your CRM is HubSpot and the logic lives on contacts and deals | You need heavy data transformation or external APIs |
| n8n | You want ownership, complex logic, AI steps, and no per-task pricing. Self-hosted on your own server. | Nobody on the team can maintain it after I leave (I document and train, but it needs an owner) |
| Make | Visual builder, mid-complexity, fast to ship | High volume (pricing climbs) |
| Zapier | Simple one-to-one triggers, non-technical team | Anything with branching or volume |
I have a full comparison in marketing automation for SaaS and 15 ready-made workflows in the n8n workflows library. For custom pieces I write Python and SQL in-house.
04 How I work
- CRM auditEvery workflow, every property, every list. What fires, what is dead, where leads fall through.
- Automation mapThe states and transitions, agreed with sales and marketing. This is where most of the value is.
- BuildWorkflows, scoring, sequences, integrations. Tested on real leads with sales in the loop.
- Train and documentYour team gets the map, the documentation and a session. Nothing lives only in my head.
- Monthly reviewOptional. We look at where leads stall and adjust.
05 Who this is for
- SaaS, e-learning and coaching companies with a sales team and a CRM
- Teams running webinars or demos with no structured follow-up
- Companies where sales complains about lead quality and marketing complains about follow-up
- Businesses in MENA or Europe that need WhatsApp in the sales process
- Companies with no CRM and no sales process yet
- Looking for a Zapier freelancer for one zap
- Teams that will not give sales a role in designing the map
Want your CRM to do the chasing?
30 minutes. Show me your CRM and your sales process. I will sketch the automation map live and tell you where leads are falling through.
Book a free 30 minute audit See the scoring CRM with agent matching