Multi-agent sales orchestration — 15 hours/week saved at NovaLeads Zrt.

The client

NovaLeads Zrt., a ~30-person Hungarian B2B SaaS startup (payment infrastructure for Central European merchants). 4-person sales team, ~400 inbound and ~80 outbound leads/month. Lead qualification, proposal prep, and follow-up emails ate ~40% of sales time.

The challenge

Lead info was scattered across HubSpot, LinkedIn, company registry, and product-usage meta in ClickHouse. Single-lead qualification took 30+ minutes. Proposals ~90 minutes. Follow-ups looked templated.

The goal

Three metrics: 50%+ faster qualification, <30-min proposal prep, personalised follow-ups in client's language with product-usage context.

Architecture — multi-agent, not chatbot

LangGraph with 4 agents: Lead Enrichment (HubSpot, LinkedIn, registry API), Qualification (BANT + custom ICP), Proposal Drafter (templates + client context + product usage), Follow-up (email sequences). Supervisor pattern coordinates. All on Claude Sonnet 4.6 with tool use.

Tools + integrations

HubSpot REST API, LinkedIn scraper via proxy, NAV company registry API, ClickHouse analytics, Gmail OAuth, Slack. RBAC so reps only see their own leads. Cost caps: $50/agent/day.

Delivery

Discovery (2 weeks), PoC (3 weeks with 50 real leads), Production (4 weeks): HubSpot webhook, Slack UI, LangSmith observability, A/B test (half team on agent, half traditional, 3 weeks).

Results (4 months)

• Avg lead qualification: 32 min → 6 min (−81%)
• Proposal prep: 90 min → 22 min (−76%)
• Follow-up response rate: 12% → 28% (2.3x)
• Sales team hours saved: 15+ hours/week/person (60h/week total)
• Pipeline velocity: 21 days → 13 days lead-to-close
• Zero politically sensitive content leaks (audit passed)

Lessons

Multi-agent only worked after switching supervisor pattern from planner-executor. Strict tool permissions + human-in-the-loop before sending proposals kept sales in the loop while capturing 60%+ time savings.

Costs

Build: €62,000 fixed-scope. Monthly: ~€850. Savings: 60 hrs × €60/hr sales cost = €3,600/mo. Payback: 3 months.