#96 Automating CRM data entry with AI - with Mallory Lee, VP RevOps at PhoneBurner
Update: 2025-09-22
Description
Mallory Lee, VP of RevOps at PhoneBurner, returns to the show to talk about one of the most painful but critical topics in sales: CRM hygiene. From missed updates and bloated pipelines to forecasting gaps and trust issues, Mallory shares how automation and AI can remove manual work for reps and bring accuracy back to the pipeline.
We cover:
- The ripple effects of poor deal hygiene on pipeline councils & forecast calls
- Why manual CRM updates erode trust in data and dashboards
- How to automate activity capture across emails, meetings, and contacts
- Using AI to extract insights from calls and transcripts (SPICE, “why now / why not”)
- Automating opportunity stages, forecast categories, and contact statuses
- Why separating process (stage) from judgment (forecast category) matters
- How automation accelerates pipeline conversations and improves trust
Links & Resources
- Mallory Lee on LinkedIn: https://www.linkedin.com/in/mallorylee/
- Weflow: getweflow.com
- RevOps Chat Community: getweflow.com/community
- RevOps resources: getweflow.com/revops
- Janis on LinkedIn: https://www.linkedin.com/in/janiszech
- Philipp on LinkedIn: https://www.linkedin.com/in/philippstelzer
Chapters
- (00:00:00 ) Intro & Catching Up with Mallory
- (00:02:42 ) The Ripple Effects of Poor Deal Hygiene
- (00:07:00 ) Forecasting Challenges & Finance vs. Sales Models
- (00:10:45 ) Automating CRM Updates at PhoneBurner
- (00:15:30 ) AI Insights: From SPICE to “Why Now / Why Not”
- (00:21:00 ) The Black Box of SMS, WhatsApp & Slack
- (00:24:50 ) Automating Contact Status & Pipeline Generation
- (00:29:00 ) Expansion, Renewals & Onboarding Automation
- (00:32:10 ) How Automation Changes Pipeline Councils
- (00:34:45 ) Book Recs, Community & Closing
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