Marketing automation · Marketing
Keep routine follow-ups moving without making customers repeat themselves.
A dealer asks for a quotation after your office closes. Your team replies the next morning, but nobody records when to follow up. Later, the dealer places an order and still receives a message asking whether they want to buy.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
Marketing automation uses rules to send email, SMS, or WhatsApp messages when someone enquires, books, buys, or stops responding. GullySales maps these actions to approved messages, builds and tests the rules in your available tools, and checks replies and sales outcomes alongside failed sends and requests to stop.
Marketing automation handles the repeated messages around these moments. An acknowledgement goes out after an enquiry, while a recorded purchase stops the sales reminder. A reply needs a person, not another automatic message.
GullySales starts with the events your CRM, store, or booking tool actually records. We agree what should happen at each point and who takes over when someone responds. If the source data cannot distinguish a new enquiry from a completed order, that needs fixing before the rule goes live.
Who it is for
This is written for you if these sound familiar.
- Manufacturers and distributors repeating the same quotation follow-ups by hand
- Professional firms with enquiries recorded in a CRM but inconsistent follow-up
- Retailers and online stores with recorded purchase events and permission to send follow-ups
- Hotels and clinics handling repeated booking messages, subject to their own compliance review
- Teams already using email, SMS, or WhatsApp that need a clear record of automated sends
Not for
It is not the right fit if.
- Owners handling a small number of enquiries where a personal reply is the better choice
- Teams without usable consent records or anyone responsible for answering replies
- Anyone expecting automation to negotiate quotations or manage the whole customer relationship
The problem
Does this sound like your business?
Common situations this work addresses.
“Enquiries wait for someone to open the inbox”
An enquiry arrives after hours and receives no acknowledgement. The buyer does not know whether it reached your team or when to expect a personal response.
“Customers get reminders after they have bought”
The order is recorded in one place, but the follow-up rule reads another. Your salesperson then has to explain a message that should never have gone out.
“Nobody knows which messages are still running”
An old offer remains active after the price changes. Without a rule register and a named owner, changing the website does not change the automated message.
“Sending looks busy, but sales cannot see the replies”
The messaging tool shows deliveries and clicks while buyer questions sit unanswered. A successful send is not a qualified opportunity.
Choose the right scope
Start with the work your business needs.
New enquiry acknowledgement
Start with a recorded enquiry and an acknowledgement that sets an honest expectation for a personal reply. The scope covers duplicate handling and the point at which an actual conversation stops further automatic follow-ups.
Quotation follow-up rules
Use a recorded quotation stage to prompt the next message without asking a salesperson to retype it. A reply or completed order must update the rule before the next reminder is due.
Booking and purchase follow-ups
Build messages around a confirmed booking or completed purchase, using events your system already records. Detailed appointment recall programmes or a wider lifecycle campaign are separate scopes, rather than assumed parts of a basic rule setup.
What we do
The work we can include.
Each deliverable and the purpose it serves. Your written scope confirms what is included, who is responsible, and what it costs.
Trigger and exit map
A written map shows the event that starts each message and what stops it. You check examples such as a duplicate enquiry, a reply during follow-up, and a purchase before the next reminder.
Contact and consent check
We identify duplicates, missing contact details, and gaps in source or consent records. You receive a list of records to correct or exclude before sending, with customer and prospect handling kept separate.
Channel setup record
For the agreed channels, this covers email sender authentication and the relevant SMS or WhatsApp setup and template submissions. You can see what is ready, what awaits approval, and what requires action from your account owner.
Approved message set
Each message has agreed wording, personalisation fields, and a route to a person. Your team checks product references and commercial details, including what appears when a name or order field is missing.
Configured message rules
The agreed triggers, timing, and stop conditions are built in the chosen tool. You review which event each rule reads and how it avoids repeating a message across the selected channels.
Test scenario record
Test contacts pass through the planned paths before launch. The record shows expected and actual behaviour, including failed sends, duplicate events, and replies that should stop a sequence.
Live rule register
A register lists each active rule, its owner, its message, and its last check. Your team has a reference for pausing or updating messages when an offer or process changes.
How the result is measured
- Repeated follow-ups sent by rule compared with the manual baseline
- Delivery failures and missing data by rule
- Replies and clicks, reported separately from sales outcomes
- Qualified opportunities following automated messages, where recorded
- Bookings or completed orders linked to the follow-up record
- Stop requests, complaints, and messages sent after an exit event
Recorded as a baseline before work starts, so every later report has an honest comparison.
Marketing and sales together
Your salesperson receives the reply with the message that prompted it.
For each reply path, we agree where the conversation lands and who owns it. The handover record identifies the contact, the triggering enquiry or quotation, and the message sent, using the fields your chosen tool supports. Your salesperson records the next action and eventual outcome so reporting can separate a click from a qualified opportunity or completed order.
Decisions to make before the work starts
Source system limits
Rules depend on events reaching the messaging tool reliably. Custom integration or CRM repair is not assumed within this service; gaps are identified before the final scope is agreed.
Channel access and compliance
Your team provides account access and approves consent handling. SMS registration and WhatsApp template requirements are checked with the selected provider, with approvals outside GullySales' control. Regulated messages require your own compliance review.
Messaging scope and running costs
Message volume and the number of rule paths affect the work and tool costs. This service writes the messages required by the agreed rules; broader email campaigns, lead nurturing strategy, and AI-generated replies are separate work.
How it works
How the marketing automation work runs
The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.
- 1
Starting scope agreement
After your requirements brief and conversation, we agree which repeated messages to automate. The written scope identifies the source tool and separates setup work from ongoing review.
- 2
Data readiness decision
We inspect the recorded events and contact permissions. You confirm which records are usable and who will correct gaps before the build proceeds.
- 3
Message and rule approval
Your team approves the wording, timing, and stop conditions. The person handling replies agrees how a conversation reaches them and what information they need.
- 4
Setup and test sign-off
We configure the agreed rules and run test scenarios. Account permissions, channel approvals, and unresolved test failures are checked before you authorise live sending.
- 5
Launch and ownership handover
The approved rules go live with a named owner and a rule register. Results are compared with the baseline, and the review arrangements are agreed in writing before work starts.
Where this fits
Three pieces of sales work, in this order.
This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.
Step 1
Sales audit
Find where deals are being lost and what to fix first.
Start here if you cannot say where orders are lost.
Step 2 · you are here
Sales process design
One written way to sell, from first enquiry to repeat order.
Start here if every salesperson sells differently.
Step 3
Sales management
A target, a review routine and someone who owns the number.
Start here if the team has targets and no routine.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Do we need to replace our CRM?
Can you start with our old contact list?
Can one action send an email, SMS, and WhatsApp message?
Will this replace our salesperson?
What happens when our prices or offers change?
How is the work priced?
By industry
Marketing automation, written for your industry.
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Learn the method
The teaching pages behind this work. Read them to judge the work, or to do the parts you want to do yourself.
Read before you buy
- Capturing the gifter's details: how to remember birthdays and anniversaries for next year's orderWhat to ask a gift buyer at checkout so you can remind them before next year's birthday or anniversary, with consent wording and a timing rule.
- Why your emails land in spam and what a small sender can do about itA plain ladder for a small sender whose quotations land in spam: check the sending address, then the list, then the wording, and know when to call IT.
- SMS in India: what a business can send, and the rules to check with your providerWhich SMS an Indian business can send, how DLT registration and sender IDs fit in, and when a text beats WhatsApp. Check rules with your provider.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.