WEBSITE → CRMSomebody copies the lead manually
HAND-OFFThe form worked. The process after it did not.
Automation + integrations
When one thing happens, the next thing should too.
Connect the systems you already use, remove repetitive hand-offs and build workflows that can validate, decide, update, notify and keep moving without somebody copying information between tabs.
ZF AUTOMATION FABRICEVENT → RULE → ACTION
RUNNING
LIVE WORKFLOW
5 ACTIONS · 1 DECISION
Lead intake
TRIGGERWebsite enquiry
Atlas Telecom · James
RECEIVED ✓BUSINESS RULEExisting account?
Match email + company domain
YES ✓ACTION 01Update CRM
Add enquiry + source context
DONE ✓ACTION 02Notify owner
Sales task due today
QUEUEDExecution log10:42:09
10:42:08Form validated84ms
10:42:08Account matched191ms
10:42:09CRM updatedDONE
Workflow health24H
RUNS146
FAILED0
RETRIED3
ALERTS1
THE USEFUL MIDDLE LAYERBetween your tools.
Lead routingPaymentsCustomer support
Internal operationsData movementReporting
The actual problem
The work is happening. The hand-offs are manual.
Most businesses already have software. The pain is what happens between those systems: copying a value, checking a status, chasing a reply, creating the same record twice or remembering the next step.
PAYMENT → OPERATIONSThe account is updated later
DELAYThe money arrived before the rest of the business knew.
INBOX → SUPPORTRequests depend on who sees them
FRICTIONPriority, routing and context live in somebody's head.
SPREADSHEET → REPORTSomeone rebuilds the same report
REWORKThe information exists, but not where it needs to be.
What we automate
Let the routine work move itself.
Good automation is not about automating everything. It is about moving predictable work automatically and surfacing the exceptions that need a person.
01
Leads + sales workflows
Capture enquiries, validate them, enrich the useful context, match existing accounts, create tasks and route the right opportunities to the right person.
FORMNew enquiry
Atlas Telecom
→
RULEExisting account?
Domain matched
→
CRMQualified lead
Owner notified ✓
02
Payments + finance operations
Match payments to customers, update account status, create downstream records, send the right notifications and flag anything that does not reconcile cleanly.
STRIPE EVENTPayment received
Invoice INV-1048 · £2,400
MATCHAtlas Telecom
Customer + invoice found ✓
ACCOUNTINGMark paid
Transaction reference preserved
EXCEPTIONOnly if mismatch
Send to finance review queue
03
Customer communication
Route support, trigger confirmations, send updates, log messages against the right customer and make sure the conversation survives outside somebody's inbox.
INCOMING
“Can I move the appointment to Thursday?”
Matched to Sarah Mills · existing booking
Reply prepared with available times.
ROUTECustomer matched✓Booking checked✓Reply logged✓
04
Internal operations
Automate the small operational jobs that add up: approvals, document requests, onboarding tasks, status changes, alerts, reminders and recurring admin.
ONBOARDINGCreate tasksAUTO
DOCUMENTSRequest missing fileSENT ✓
APPROVALNeeds humanREVIEW
Workflow runner
Rules first. Automation second.
Switch scenarios and run the example. The important bit is not the trigger. It is the business logic, checks and exception handling between the trigger and the final action.
READY
SELECTED WORKFLOW
5 STEPS · 1 CHECK
Website enquiry routing
The unglamorous bits matter
Automation should still work when something goes wrong.
The difference between a useful workflow and a fragile demo is what happens when an API times out, a duplicate event arrives or the data does not match cleanly.
Retries
Temporary failures should not automatically become human problems.
- Retry transient failures
- Backoff where appropriate
- Preserve the original event
Duplicates
The same webhook firing twice should not create two customers or two invoices.
- Idempotent actions
- Event keys
- Duplicate protection
Logs
You should be able to see what happened instead of guessing why a workflow did something.
- Execution history
- Useful status context
- Failure visibility
Human review
Not every decision belongs in code. Good systems know when to stop and ask.
- Approval steps
- Exception queues
- Escalation alerts
Connect almost anything
Use the integration method that actually fits.
Sometimes there is a clean native API. Sometimes a webhook is enough. Sometimes the awkward system needs a custom connector around it. The goal is the workflow, not forcing everything through one automation platform.
CONNECTION OPTIONSChoose the cleanest route
NOT PLATFORM-LOCKED01 / NATIVEAPIs + webhooks
StripeHubSpotSlackShopifySupabase
02 / AUTOMATIONWorkflow platforms
n8nMakeZapierPower Automate
03 / CUSTOMPurpose-built logic
Custom APIScheduled jobsBrowser automationData transforms
04 / FALLBACKWhen the system is awkward
CSVEmail parsingFile exchangeLegacy interfaces
Automate where it earns its place
Not every step should be automatic.
Some work is predictable enough to disappear into the background. Some needs a person. The system should tell the difference instead of automating blindly.
Copy form data into the CRM
AUTOMATEPredictable, structured and repetitive.
Approve a £50,000 refund
HUMANHigh-impact decision that deserves deliberate review.
Chase a missing document
AUTOMATEEasy to trigger automatically until an exception appears.
Handle an unusual customer complaint
HUMANContext and judgement may matter more than speed.
Move data once a month
KEEP SIMPLEIf it takes 30 seconds and rarely happens, manual may be perfectly fine.
How we approach automation
Map the process. Then remove the friction.
Follow the work
Understand the trigger, the people involved, the systems touched and every decision made between start and finish.
- Current hand-offs
- Business rules
- Failure points
Shape the route
Decide what should be automatic, what needs validation and where a human should stay in the loop.
- Triggers + conditions
- System mapping
- Exception handling
Connect it
Build the workflow, integrations and custom logic, then test the real sequence rather than isolated steps.
- APIs + webhooks
- Custom logic
- End-to-end QA
Keep it healthy
Add the visibility needed to see failures, retry safely and improve the workflow once it is handling real work.
- Logs + alerts
- Retries
- Further refinement
CLIENT FEEDBACK
Built properly. Delivered clearly.
“Exceptional service and delivery. Not only delivered what I asked for quickly and accurately, but provided additional outputs beyond what was asked for. Kept me informed at all stages.”
Start with the hand-off
What should happen automatically?
Show us the repetitive step, the systems involved and what a good outcome looks like. We can work out whether the right answer is an integration, a workflow, custom code or a mixture.