How I automated my sales process with Claude (without knowing how to code)

An automated sales process with Claude is a sales flow where AI moves information between your tools for you: it reads the lead’s email, fills in the client file, summarizes the call, prepares the proposal and updates the CRM. You review and decide. That’s how I work today, and I don’t know how to code.

I’ve been in sales since 2011. I worked in media and advertising, and for fifteen years I used the stack I was given: whatever CRM was in place, the company slides, the usual spreadsheet. In early 2026 I started using AI seriously and, for the first time, I built my own tools.

This article explains how my process is put together, piece by piece: the tools I use, what each step looks like, what makes it work and what I decided not to automate.

Why did a salesperson with no coding skills end up building his own stack?

The first thing I built was a proposal generator. I gave it my meeting notes and it returned a landing page ready to send to the client, with analytics so I’d know when they opened it and could call while it was fresh.

It didn’t work for everything. Technical, complex proposals still need focus. But the standard ones, for the more commodity services, came out in minutes instead of hours spent building slides by hand.

That generator is obsolete now. A more complete flow replaced it, one that also handles the hard proposals. But it was my first experience building a product, and it taught me something that guides everything else:

Tools are going to adapt to people, not people to tools.

Which tools do I use, from Gmail to HubSpot, and what does each one do?

There’s nothing exotic in my stack. These are tools any sales team already uses; what changed is who moves the information between them.

Tool	What it does in my process
Gmail	Where the lead comes in
Calendar	Schedules the calls
Granola	Records and summarizes every call
Notion	Each client’s file; the system’s memory
Slack	Where I ask the team for estimates
Claude Design	Where the proposal is built, with each boutique’s branding
HubSpot	The pipeline, always up to date
WhatsApp (via Instinct)	Where urgent things reach me
Claude	What connects everything above

What does the flow look like, step by step?

There are five steps, from first contact to follow-up. In each one, what I used to do by hand is now prepared by Claude, and I review it.

1. The lead

Before, it was an “I’ll get back to you soon” and then digging to find out who they were. Now the form lands in my inbox and I open the case in Claude. Within minutes I know who’s writing, what their company does and whether we’ve talked before, so no lead is left waiting.

2. The call

Before, it was notes in a notebook nobody ever typed up. Now I show up to the call knowing who I’m talking to. The client file starts in Notion, Granola records the discovery call and Claude fills in the file with what the client said. I focus on listening.

3. The estimate

Before, it was days chasing the team on Slack. Now the request goes out on Slack with the call summary and a link to the client file. The team estimates with the full context, without having to ask me the same thing twice.

4. The proposal

Before, it was slides built by hand, one by one. Now the proposal is built in Claude Design with each boutique’s design system and goes out with the right branding the first time. Then I walk the client through it on a recorded call.

Something I haven’t solved yet: when I moved from the landing page to PDF, I lost the open tracking. I miss it, and it’s coming back.

5. The follow-up

Before, I had a CRM that got updated on Fridays, if at all. Now every step updates the deal in HubSpot, and anything urgent reaches me on WhatsApp, wherever I am. What the pipeline shows is what’s actually happening.

What makes it work?

What you see are the steps. What makes them work is behind the process, and it comes down to three pieces: connectors, skills and a memory in Notion.

Connectors: Claude works inside my tools

A connector is what lets Claude read and write in a tool. With them, Claude reads the email, checks the file in Notion, goes through the Granola transcript and updates the deal in HubSpot, and I stop copying and pasting between tabs.

Skills: what I repeat, I standardize

A skill is a saved set of instructions for a task I repeat. Any task I do more than twice becomes one: preparing a call, rebuilding an account’s history, building a proposal, loading a complete deal, checking what’s stuck in the pipeline or kicking off a project when the client says yes. That way every task follows the same process and reaches the same standard.

Notion: the system’s memory

It’s taken for granted, and it’s the foundation. Everything Claude knows about a client comes from Notion: the file, the call notes, past proposals and each boutique’s playbooks. Without Notion, Claude starts from scratch in every conversation.

What changed in my day-to-day?

You notice it in time saved, although what I value most is that the process no longer depends on my memory.

Before, whether an estimate request went out complete depended on me remembering everything said on the call. Now Claude checks the notes against what the client asked for and against what the technical team needs, so it no longer depends on me remembering everything.

The team works differently too: they get the full context up front and stop chasing me with questions. And I have more time for what can’t be delegated, which is being with clients.

What don’t I automate?

This is the part I care most about sharing, because it’s the one people tend to skip. There are four principles:

• AI prepares, I decide. Nothing reaches a client without me reading it.
• The calls are mine. Granola takes the notes so I can listen.
• Context beats the prompt. Results improve when you teach it where to look.
• Relationships don’t get automated. The time I free up goes to seeing clients, not to sending more emails.

AI puts us on steroids, but salespeople aren’t going to be replaced. The human side of selling, the empathy and the social part, can’t be delegated. What gets delegated is prospecting, notes, checking with the technical team that nothing is missing, and making sure proposals go out without errors.

Where should a salesperson start?

You don’t need to build it all at once. I didn’t either: I started with a single task and kept adding pieces.

1. Pick the task you hate repeating the most. For me it was standard proposals.
2. Connect a single tool, the one you use most: email, the CRM or your notes.
3. Write down your process the way you’d explain it to someone new. That explanation is your first skill.
4. Decide where the memory lives: one file per client, always in the same place.
5. Decide what you won’t automate. With that limit clear, you can trust the rest.

For years I used the stack I was given and now I build my own, so I’ll keep writing about it here, piece by piece. If you’re working on the same thing, get in touch and let’s compare notes.