Case study · Workplace solutions (B2B)
1,800 opportunities. Already in their own data.
An AI system that reads two years of transactions across three divisions and puts each cross-sell opportunity in front of the right rep, with a draft email.
- Client
- A Dublin workplace-solutions firm
- Sector
- Workplace solutions, Dublin
- Size
- 55 to 95 employees
- Engagement
- AI system build
Opportunity: cross-division gap
01
The situation.
The firm is a second-generation family business, founded in 1984 and headquartered in Dublin. Three divisions sit under one roof:
- Commercial Interiors: office design and fitout
- Workplace Technology: managed print, AV and document management
- Office Supplies: stationery and consumables
Three businesses, the same customers, three separate systems. A company would have its office fitted out by the Interiors team, then buy managed print from a competitor six months later, because nobody told them the firm does that too.
The sales team was too busy for proactive outreach. The brief for the system was short: AI should not add to anyone’s workload.
02
What we built.
A cross-sell system that finds revenue opportunities in transaction data, and puts each one in front of the right salesperson with a ready-to-send email.
Transactions → opportunity
6 steps · a person approves
Two years of transaction history from all three business systems: IQ/Intact, Laserfish and Select.
The system scans activity across all three divisions continuously.
One of more than 20 triggers fires. They fall into four kinds: a dormant client, a high-value pattern, a cross-division gap or a seasonal signal. Each fire records the reason.
Ranked for value and ease, so reps see the best opportunities, not the most.
A personalised email is drafted, with the context: who the customer is, what they buy, what they don’t buy yet, and why now.
The rep reviews it, adjusts the tone and sends it. The opportunity is then tracked on a board from surfaced to converted.
Sales rep
03
How it works day to day.
A core team of four had access first, with weekly feedback from day one. When a rep sees an opportunity, they can act on it in under two minutes.
The system went live on 17 December 2025 on historical data from January 2024. A rebuilt second version launched on 26 February 2026, with a kanban pipeline and refined trigger logic.
The design rule: surface the best opportunities, not the most. The system learned what “high-value and easy” looks like for each division.
04
The results.
- 1,800+new revenue opportunities found
- <2 minfrom trigger to sales action
- 3xcross-sell visibility across divisions
- Day 1ROI from historical data alone
SourceCase study, value.braind.io. 1,800 to 2,000 live opportunities in the pipeline at the second version’s launch, 26 February 2026.
05
How we got there.
Mar to May 2025
Discovery
Mapped the cross-sell gap and the three systems, the buying cycles per division, and what each sales team would act on. Two months spent defining a real trigger versus noise.
Jun to Oct 2025
Build
Intact CRM integration. Data extraction from IQ was more complex than expected. Several rounds of refinement on triggers and email templates.
Dec 2025 onward
Go-live and iteration
Live 17 December 2025. Version two launched 26 February 2026.
06
What happened next.
On 26 February 2026, the firm’s business development lead raised the idea of a channel partnership, unprompted: The firm wants to offer AI transformation to its own mid-market customers. Three more initiatives are now in motion:
- an internal AI team
- a website chatbot trained on all three divisions’ products
- a multi-phase AI roadmap for the whole business
“AI should not increase workload. Focus on high-value, easy sales leads.”
07
Tools and systems.
- IQ/Intact (Intact CRM)
- Laserfish
- Select
Bring your last tender pack or your retention list. We will show you where AI would pay first.
Start with a conversation.
A free 45-minute strategy call with a founder. No pitch deck. You leave knowing where AI would pay in your business, whether or not you work with us.
On the call
- 01Where AI would pay in your business.
- 02What your first system could be.
- 03What your AI Blueprint would cover.
Before you book
What does it cost?
Every engagement starts with the AI Blueprint, priced up front. The first system is a fixed fee, set from what the Blueprint finds. Nothing is quoted cold.
Where does our data go?
Nowhere new. It runs in secure environments, on your cloud or your own servers. Every action is logged, and nothing trains anyone else's model.
How much of our team's time does it take?
Most at the start, while we learn how the work really happens. After that, a short weekly session with the people using it.
Who owns what you build?
You do. The systems, the data, the prompts and the documentation.
Pick a time that suits you.
Book a strategy callPrefer email? Write to hello@braind.io.