How Casa Blui went from manual chaos to a Company Brain that runs lead management, orders, and operations in one place.
Challenge
A surge in demand — with a sales operation built for a smaller business
Casa Blui sells high-end European spa products — saunas, spas, fire pits, cold plunges. The products are premium, the category was growing, and customer demand had surged past what the existing process could handle. Every new lead required someone to manually evaluate its quality, enter data into the CRM, assign it to a sales rep, and decide whether it needed to enter a nurturing sequence. That workflow had worked when volume was manageable. It stopped working when it wasn't.
The lead management problem was visible. The inventory problem was harder to see — and more expensive. There was no reliable way to triage demand against what was actually in stock. Customers would go through the sales cycle only for someone to discover late in the process that the product timeline didn't match what was available. Shipping, delivery, and installation each had their own coordination gaps. None of that information lived in the same place.
The business was running on multiple disconnected tools, with data entered and re-entered by hand across each one. The CRM held some of it. A spreadsheet held the rest. Nothing connected. As volume grew, the gaps between those tools became the places where leads went cold and sales were lost. The operation was built for a smaller version of the business than the one they were actually running.
"Our sales process overall was manual, time consuming, slow, and complicated with so many disjointed tools"
Solution
A Company Brain built from the ground up to handle lead management, operations, and client visibility
Data architecture and the unified operating system
We started with data architecture. Before any automation could work, the business needed a single source of truth — one place where lead data, order status, inventory, and client communication all lived and updated together. We built a central Airtable base designed around how Casa Blui actually operates: the product categories, the stages in their sales cycle, and the operational milestones from order confirmation through installation.
The operating system built on top of that data layer gave every team member a clear view of their work. Sales reps could see where each lead was in the pipeline and what had been communicated. Operations could track every order from purchase to delivery. Management had a real-time dashboard that reflected the actual state of the business — not whatever someone had manually updated the day before.
AI lead scoring and automated lead follow-up
Every incoming lead was now evaluated automatically. An AI agent scored and segmented each prospect by potential value, product interest, and buying signals before any human saw it. Qualified leads moved into HubSpot — the primary CRM — with the right rep assignment, the right stage, and the right context already populated. The manual evaluation step that had consumed hours each week dropped to zero.
For leads that needed nurturing, Klaviyo sequences triggered automatically based on where a prospect was in the sales cycle. Real-time Slack alerts notified the sales team when a lead scored high or a follow-up window opened. The CRM automation and lead follow-up ran without anyone monitoring them — which meant every prospect received a faster, more consistent response regardless of how busy the team was that day.
Client portals and system integration
Client portals gave buyers direct visibility into their order — what had been confirmed, what was shipping, what was scheduled for installation. For a business selling high-ticket products with complex multi-step fulfillment, this changed the nature of client communication. Buyers who could see their order status in real time stopped calling to ask about it.
Every system in the stack — Airtable, HubSpot, Klaviyo, and the client portals — was connected so data flowed without manual transfer. Inventory updates moved when orders changed. CRM records reflected what was happening in operations. The team stopped copying information between tools and started working from one operating system.
"Our internal operations has so many moving pieces, having one place to visualize and manage everything has been a game changer"
Andrei Newman, Casa Blui
Results
Faster follow-ups, faster sales cycles, and a team that has the visibility to run the business.
Before the Company Brain, Casa Blui's team was doing manually what should have been happening automatically. Leads waited while someone evaluated them. Sales reps worked from memory and separate spreadsheets. Customers called for order updates because there was no other way to get them. The sales cycle moved as fast as the slowest manual handoff — and in a high-ticket, multi-step purchase process, slow handoffs are expensive.
After implementation, the manual steps were gone. Lead follow-up started automatically and consistently — every qualified prospect moved into a CRM sequence the moment they were scored, without anyone setting it up. Order status flowed in real time. Client portals handled the inbound questions the sales team had been fielding one by one. Andrei Newman, CEO, described the outcome directly: better visibility, faster follow-ups, and faster sales cycles across the entire operation.
The structural shift was the more important outcome. Casa Blui no longer depends on individuals holding the state of the business in their heads. The data architecture that sits underneath the operating system connects every function — lead intake, CRM, inventory, operations, client communication — into a single layer that updates automatically. Adding a new product line or a new sales channel means extending the infrastructure that already exists, not building a new set of manual processes from scratch.
- AI lead scoring: every incoming lead auto-evaluated, segmented, and routed before any human sees it
- Automated lead follow-up: Klaviyo + HubSpot sequences trigger by sales cycle stage with no manual monitoring
- 5 tools integrated: Airtable, HubSpot, Klaviyo, OpenAI, and Slack connected into one operating system
- Client portals live: buyers see real-time order status without calling the sales team
- 0 manual data entry steps from inquiry to CRM assignment — the flow runs end to end automatically
"We have better visibility, faster follow ups, and faster sales cycles, all thanks to Catalytics...can't recommend them enough."
Andrei Newman, Casa Blui
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