A food-waste AI scale-up: turning sales calls into scored, CRM-ready deal data
A call analyser pipeline that takes every HubSpot meeting a client's sales team books and turns it into a transcribed, AI-scored, deal-linked record, with a revenue cockpit scoped to extend the same intelligence into prospecting.
About the client
Anonymised at client request: a food-waste AI scale-up. The client builds AI technology that helps commercial kitchens measure and cut food waste. Its sales process runs through HubSpot, with a sales team booking and running a steady volume of prospect and customer calls.
The problem
Calls were happening and were booked correctly in HubSpot. What wasn't happening reliably was the next step: getting what was actually said on those calls back into the CRM in a usable, consistent form. Without a structured way to capture and score call content, deal records depended on reps manually logging notes after the fact, an approach that is inconsistent by nature and gives sales leadership no reliable signal on call quality across the team.
The call analyser pipeline
Equanax built a pipeline that runs automatically from HubSpot's own meeting data:
- Meetings booked in HubSpot trigger the pipeline; no separate scheduling tool or manual step is required.
- Transcription converts each call to text.
- AI scoring assesses the call against a defined model, rather than leaving quality assessment to whoever happens to log the follow-up note.
- Write-back to the deal record puts the transcript and score directly on the relevant HubSpot deal, where the sales team already works.
The result is a single, repeatable path from "call happened" to "call is documented and scored in the CRM," with no manual note-taking step in between.
Revenue cockpit, AI prospecting agent and lookalike engine (scoped)
Separately from the call analyser pipeline, Equanax scoped a revenue cockpit for the client, built to bring an AI prospecting agent and a lookalike-modelling engine into the same environment as the call data. This is scoped work: the design and technical approach are agreed, and it extends beyond the call analyser pipeline into prospecting rather than being a live, fully delivered system at this stage.
What changed
The client's sales team now has a consistent, automated record of what happens on every call, rather than a record that depends on whoever wrote the note afterwards. Deal records carry the same transcript and scoring structure across the whole team, which gives sales leadership a comparable view of call quality deal by deal, not just a summary written after the fact.
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