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The Challenge
A leading executive coaching agency faced operational bottlenecks in managing discovery calls, client follow-up, and coach assignments. The process relied heavily on manual data entry across multiple systems, creating inconsistencies in client communications and limiting the organization’s ability to scale beyond a single process owner. With growing demand for their services, the agency needed to streamline workflows while maintaining the personalized, high-touch approach that set them apart.
The Solution
PMsquare designed and implemented an AI-powered agent using IBM watsonx Orchestrate and Anthropic’s Claude, creating a comprehensive automation system that handles end-to-end discovery call workflows. The solution features:
- Automated Summarization: PDF discovery call documents are ingested and transformed into structured BLUF (Bottom Line Up Front) summaries with actionable next steps
- Seamless HubSpot Integration: Tasks, notes, and coach assignments are automatically created and updated in the CRM, eliminating manual data entry
- Intelligent Email Automation: Proposal, follow-up, opportunity, and chemistry call emails are drafted and logged automatically, maintaining consistency in client communications
- Smart Coach Matching: The system identifies proposed coaches for deals and personalizes outreach accordingly
The implementation required strategic pivot points during development. Initially designed as separate agents for summarization, HubSpot management, and email drafting, the team consolidated these into a single intelligent agent that retained more context and improved output consistency. Additionally, team identified ideal LLM model usage scenarios to significantly enhance tool calling ability and reliability across workflows.
The Results
The agent PMsquare developed transformed the agency’s operations, delivering measurable improvements across multiple dimensions:
- Operational efficiency: Manual effort in HubSpot workflows reduced significantly, freeing staff to focus on high-value client interactions
- Response time: Time-to-follow-up after discovery calls shortened dramatically through automated email generation
- Quality and consistency: Client communications became more standardized while maintaining personalization
- Scalability: The organization can now support multi-threading and scale operations beyond a single process owner
- Process standardization: Coach selection workflows became uniform and repeatable
Looking Forward
Building on the pilot’s success, the team has identified a natural Phase 2 roadmap focused on four key areas:
- Auto-logging email replies to improve CRM data accuracy and save administrative time
- Prompt tuning to continuously refine communication output quality
- Automated calendar scheduling to eliminate manual coordination entirely
- Custom UI “control center” to deploy standardized AI-enhanced workflows across the organization
The pilot phase closed in February 2026, with all deliverables -including orchestrate agents, solution code, and comprehensive documentation – successfully transitioned to the client’s technical team.
Technologies: IBM watsonx Orchestrate, Anthropic Claude, HubSpot CRM
Industry: Executive Coaching
