Mallory Lee, VP of RevOps at PhoneBurner, returns to the show to talk about one of the most painful but critical topics in sales: CRM hygiene. From missed updates and bloated pipelines to forecasting gaps and trust issues, Mallory shares how automation and AI can remove manual work for reps and bring accuracy back to the pipeline.

We cover:

The ripple effects of poor deal hygiene on pipeline councils & forecast calls
Why manual CRM updates erode trust in data and dashboards
How to automate activity capture across emails, meetings, and contacts
Using AI to extract insights from calls and transcripts (SPICE, “why now / why not”)
Automating opportunity stages, forecast categories, and contact statuses
Why separating process (stage) from judgment (forecast category) matters
How automation accelerates pipeline conversations and improves trust

Links & Resources

Mallory Lee on LinkedIn: https://www.linkedin.com/in/mallorylee/
Weflow: getweflow.com
RevOps Chat Community: getweflow.com/community
RevOps resources: getweflow.com/revops
Janis on LinkedIn: https://www.linkedin.com/in/janiszech
Philipp on LinkedIn: https://www.linkedin.com/in/philippstelzer

Chapters

(00:00:00) Intro & Catching Up with Mallory
(00:02:42) The Ripple Effects of Poor Deal Hygiene
(00:07:00) Forecasting Challenges & Finance vs. Sales Models
(00:10:45) Automating CRM Updates at PhoneBurner
(00:15:30) AI Insights: From SPICE to “Why Now / Why Not”
(00:21:00) The Black Box of SMS, WhatsApp & Slack
(00:24:50) Automating Contact Status & Pipeline Generation
(00:29:00) Expansion, Renewals & Onboarding Automation
(00:32:10) How Automation Changes Pipeline Councils
(00:34:45) Book Recs, Community & Closing

#96 Automating CRM data entry with AI - with Mallory Lee, VP RevOps at PhoneBurner

RevOps Lab