SIESA: Transforming an industrial manufacturer's sales operation with AI

SIESA is a Mexican manufacturer of industrial anti-corrosion solutions. Its demand arrived through nine corporate inboxes, a phone line and 64 forms scattered across its website — of which only 9 reached anyone. Salespeople forwarded emails when they remembered, voicemails got lost, and duplicates and dead leads polluted the CRM.

And the problem didn't end at capture: qualifying each lead, assigning an engineer, opening its file and folder, documenting the calls — all of it was manual work that depended on everyone's memory. Nobody could say how many opportunities were evaporating, or which ad campaigns were actually producing sales.

First, capture everything: the system connects to all nine inboxes via Microsoft Graph, to the phone system — with voicemail transcribed automatically —, to the 64 website forms, and to a custom AI chatbot that answers questions with the company's product knowledge and captures the visitor mid-conversation.

Then, a CRM that works on its own: AI classifies and qualifies every entry — product family, language, suggested engineer —, deduplicates against the CRM, assigns with load balancing, creates the file number with an atomic counter and its SharePoint folder, and ties every call log to the right deal. AI reads; fixed code rules control what gets written; every action stays auditable, with 24/7 monitoring on top.

And the loop closes with paid: the ad click travels with the lead into Zoho, and real sales flow back to Google Ads every night as offline conversions — the spend learns from sales, not clicks.

In production since mid-2026: over 4,220 leads captured automatically without creating a single duplicate, all 64 website forms unified into one flow, 4,383 deals migrated to a single clean pipeline, and filing takes seconds — around 6 for a call, 15 for an email.

The operation stopped depending on anyone's memory: every lead arrives qualified, assigned and with its file created, the chatbot already generates real deals with the originating campaign identified, and marketing finally optimizes against sales.

Before automating the sale, stop losing the demand that's already arriving — and stop running it by hand. That's why this is the first system we recommend to most businesses: the return doesn't depend on changing how anyone works, only on no longer throwing away what you already paid for.

And it's the foundation for everything else: with clean intake, a trustworthy CRM and closed attribution, autonomous follow-up — by voice or WhatsApp — becomes possible.