The brief
A B2B sales team drowning in data, hungry for clarity
The client is a B2B company that sells a service through a long, high-touch sales cycle. Names and identifying details are kept private here, so this study focuses on the work and the outcome.
They needed a custom software development and AI integrations team to reshape a top-tier CRM. Their data was messy and hard to understand, buried in the kind of technical detail you have to assemble in your head before it tells you anything real about the business.
The goal was clear even if the data was not: automate the easy things, put AI to work where it is genuinely strong, and let sales managers make important decisions at a glance. They chose Happy Dog for our custom software and AI experience.
Discovery: messy data, big ambitions
The client's CRM was overflowing, but the data inside it was technical and nerdy, the kind you have to reassemble in your head before it means anything. They wanted automations for the routine work, AI applied where it actually shines, and above all a way for their sales managers to make important decisions without parsing a spreadsheet. They came to us for custom software and AI experience, and we started, as always, by getting to the bottom of what all that data was really trying to say.
Design: what if the CRM were a meadow?
The obvious answer would have been another dashboard. We proposed something braver. What if the CRM threw out the lists entirely, and the data grew into an interactive meadow instead? Every contact would get a plot of land. The design let a sales manager take in the health of the whole business the way you take in a landscape, all at once, without reading a single number.
Development: a living field of accounts
We built it. Every account lives as a plot in the field, and the software reads its real signals: how healthy the account is, the AI-read sentiment of the last conversation, how recently they have been in touch, whether a deal is live, and how much the account matters to the company. All of it shows up in the grass, the trees, and the flowers. Then the software looks across every contact and sets the weather over the field: sunny clear skies when sales are healthy, clouds and rain when they are not. Now you can spot the accounts going quiet and feel the health of the pipeline at a glance. The icing on the cake: it is genuinely fun to watch the little animated tractor putter across the meadow.
Development: an AI engine under the hood
Under the beautiful surface runs a serious AI engine. We built AI email scoring, AI lead enrichment, and lead prospecting to keep the pipeline full and prioritized. We automated AI email cycles for introductory outreach and for securing invitations with decision-makers, with AI intent scoring reading the language of replies. We even handled AI automated calls and logging through Openclaw, and we are proud to say our code made it into Openclaw itself. The routine work runs on its own, and AI does the parts it is genuinely good at.
Deployment: an MVP that moved fast
Rather than disappear for months, we shipped an MVP quickly, and it changed everything. Getting a working version into their hands early gave us fast, real feedback and let the client see the vision take shape instead of imagining it. From that foundation we kept building, on Nuxt, Pocketbase, Vercel, and Claude, layering in the meadow and the AI engine with confidence.
Delight: jaws on the floor
The client was insanely happy with the result. The meadow made their data understandable at a glance, the AI engine unlocked far more sales productivity and outreach, and the whole team could finally feel the state of the business instead of decoding it. Data you can understand at a glance, the way data should be.
Do you have a shovel? Because I need to pick my jaw up off the floor.