LIS ENERGY
Energy Sales Workflow & AI Coordination
A two-way B2B sales operating system for inbound communication, outbound prospecting and human-controlled automation.
B2B sales operations often extend across incoming enquiries, prospect research, CRM records, drafting, follow-ups and manual decision-making. When these activities are handled as isolated tasks, context can become fragmented and coordination becomes difficult.
This project explores how those activities can be structured as one coherent operating system. The resulting design connects two primary directions — Inbound and Outbound — through a shared sales and CRM core, supported by automation, AI-assisted analysis and drafting, and explicit human approval at consequential decision points.
The project covers not only workflow architecture, but also the information structure, interaction logic and visual language used to make the system understandable and controllable.
System Overview
A Two-Way Sales Operating SystemThe system is organised around two complementary sales directions.
Inbound manages communication and opportunities entering the organisation, while Outbound supports the active discovery and development of potential customers. Both sides connect to a shared operational core for CRM context, prioritisation, follow-up and coordinated decision-making.
AI is positioned as an assistance layer within this system rather than an autonomous decision-maker. Human control remains part of the operating model wherever review, judgement or approval is required.
Process Transformation
From Fragmented Tasks to a Coordinated Operating ModelSales work can easily become distributed across inboxes, notes, spreadsheets, research tools and personal reminders. The challenge is therefore not simply to automate individual tasks, but to establish a consistent structure between them.
The design brings these activities into a coordinated operating model with clearer information flow, shared context and defined hand-offs. Instead of treating each action as an isolated step, the system creates a common framework through which communication, customer information, prioritisation and follow-up can remain connected.
Inbound Workflow
From Incoming Enquiry to Controlled ResponseThe Inbound workflow structures how incoming communication moves through the sales system.
An enquiry is first interpreted in context, connected with relevant CRM information and prepared for response. AI can assist with extracting key information, organising context and preparing a draft, while the final communication remains subject to human review.
The objective is not unrestricted automatic replying. The workflow is designed to reduce fragmentation while preserving judgement and control before communication leaves the system.
Outbound Workflow
From Discovery to Qualified OutreachThe Outbound workflow supports active customer development from initial discovery through qualification, outreach preparation and follow-up.
Potential opportunities can be enriched with relevant context and organised according to priority before communication is prepared. AI assists with analysis and drafting, while human approval remains a defined part of the process before consequential outreach is sent.
The public representation intentionally abstracts the underlying evaluation logic. The portfolio case demonstrates the structure of the operating model without exposing proprietary scoring criteria or internal decision rules.
AI Assistance / Human Governance
Automation Prepares. People Approve.AI is used within the system to support tasks such as analysing information, summarising context, preparing drafts, highlighting priorities and coordinating relevant information.
These capabilities are deliberately separated from final human decisions.
The workflow therefore distinguishes between AI-supported preparation and human-governed action. Recommendations can be reviewed, approved, revised, rejected or deferred before they become consequential actions.
This separation is a central design principle of the system:
AI proposes. Human governs.
Integrated Operating Model
A Closed-Loop Sales SystemInbound and Outbound are not designed as independent automation chains. They operate through a shared sales and CRM core and contribute to a broader closed-loop operating model.
CRM context, prioritisation, follow-up, reporting and management visibility connect activities across both directions. Information generated during communication can return to the system as context for later decisions, allowing the operating model to remain coordinated over time.
The final architecture combines workflow automation, AI assistance and human governance within one system while keeping the underlying implementation logic private.
