How to Build a Pre-Call Prep Workflow
How to Build a Pre-Call Prep Workflow
The outcome: 30 minutes before every sales call, a one-page dossier lands in your inbox. It contains everything you need to have an 11/10 conversation: who they are, what their company does, why they booked, what to ask, and what to say. You never start from zero again.
This Is Not Automation. This Is an Agentic Workflow.
Most "automation" moves data from A to B. An agentic workflow thinks at every step. It digests information, makes decisions, does research, and produces a refined output that a human can act on immediately.
Pre-call prep is the perfect place to start because every sales call matters and every minute of research compounds. The workflow we are building does the heavy lifting so you can focus on the conversation, not the tabs.
What You Have in Your Hands at the End
A single-page markdown brief delivered to your inbox (or Slack DM, or Notion) 30 minutes before the call. The brief contains:
- Who is on the call: name, title, career history, recent posts or activity
- What the company does: offering, market position, recent news or funding
- Why they booked: booking source, referral path, any form answers they provided
- CRM context: past interactions, deal stage, notes from prior calls
- Ice-breakers and warm opens: shared connections, common ground, personalized hook
- Discovery questions tailored to their role and company
- Potential objections and how to handle them
- Relevant case studies or social proof to reference
Deliverable: A pre-call dossier in your inbox, ready to review in under 2 minutes.
What Fires This Workflow
A calendar booking event. When someone books a call through Calendly, Google Calendar, cal.com, SavvyCal, or any scheduler that emits webhooks, the workflow wakes up.
From the booking event, the workflow extracts:
- Attendee name and email
- Job title (from booking form or parsed from email domain)
- Company name
- Booking source (which campaign, referral, or channel)
- Any form answers the attendee filled out
What Feeds Into the Workflow
| SOURCE | WHAT IT PROVIDES |
|---|---|
| LinkedIn Profile | Role history, recent posts, shared connections, career trajectory |
| Company Website | Offering, positioning, customer language, recent updates |
| Recent News | Funding, launches, hires, press mentions, industry context |
| CRM Record | Prior touches, deal stage, last conversation notes, owner history |
| Booking Form | Intent signals, problem description, urgency, budget hints |
The Six Steps From Booking to Brief
Each step is an agent: it takes input, processes it, makes decisions, and passes refined output to the next step.
Click to view full diagram in Excalidraw
Step 1: Extract Attendee Data
Parse the calendar event and booking form. Normalize names, validate email domains, tag the booking source. Decide if this is a new lead or an existing contact.
Model: lightweight fast model (Haiku or equivalent) for parsing and routing.
Step 2: Research the Person
Search LinkedIn by name + company. Extract current role, tenure, previous companies, recent posts or comments, shared connections. Surface anything that signals buying authority or urgency.
Model: strong research model (Sonnet or equivalent) for synthesis and relevance scoring.
Step 3: Research the Company
Scrape the company website. Search recent news (funding, product launches, hires). Check competitors and market position. Summarize in plain English: what they do, who they serve, what is changing.
Model: strong research model (Sonnet or equivalent) with web browse capability.
Step 4: Pull CRM Context
Query your CRM (HubSpot, Salesforce, or your Mozart CRM) for existing contact/company records. Pull deal stage, last touch, notes from prior calls, open tasks. Flag if this is a re-engagement or a fresh conversation.
Tool: CRM API or Mozart CRM query.
Step 5: Synthesize and Enrich
Combine person + company + CRM data into a structured brief. Add personalized ice-breakers based on shared connections or recent activity. Draft 3-5 discovery questions tailored to their role. Flag potential objections and draft responses. Recommend case studies or social proof to reference.
Model: strongest available model (Opus or equivalent) for synthesis and strategic framing.
Step 6: Format and Deliver
Render the final brief as clean markdown. Deliver to the user's preferred channel 30 minutes before the call. Include a one-line subject: "Brief: [Company] / [Name] at [Time]".
Tool: email API, Slack bot, or Notion integration.
What You Need to Build This
| COMPONENT | RECOMMENDATION |
|---|---|
| Scheduler | Calendly, cal.com, SavvyCal, or Google Calendar (any with webhooks) |
| Orchestration | Mozart agent, n8n, or Make.com workflow runner |
| Research (person) | LinkedIn data via Proxycurl or similar; AI search for recent activity |
| Research (company) | Website scrape + Perplexity / AI news search |
| CRM | HubSpot, Salesforce, or Mozart CRM API |
| Models | Haiku for parsing, Sonnet for research, Opus for synthesis |
| Delivery | Email (Resend/Postmark), Slack, or Notion |
The Old Way vs. the Workflow Way
Old way: Open LinkedIn in one tab, company site in another, CRM in a third. Spend 15-20 minutes manually piecing together a picture. Sometimes skip it because you are running between calls. Walk into the call half-prepared.
New way: Calendar booking triggers the agent. By the time you check your inbox, the dossier is waiting. You review it in 2 minutes. You walk into the call with context, confidence, and relevant questions ready.
What Makes This a Knockout Experience
- The brief arrives at a predictable time (30 min before the call, not 3 hours)
- It surfaces something you would NOT have found manually (a recent post, a mutual connection, a funding round from yesterday)
- It includes a personalized ice-breaker that sounds natural, not creepy
- Discovery questions are tailored to role and company size, not generic
- Objection prep references actual company context, not boilerplate
- The format is scannable on mobile in 90 seconds
- It gets smarter over time as CRM history accumulates
Prompts You Can Use Today
Person Research Prompt
Given the name [NAME] and company [COMPANY], find their LinkedIn profile and summarize: current role and tenure, career trajectory, recent posts or comments in the last 90 days, any shared connections, and signals of buying authority or budget influence. Return as structured bullet points.
Company Research Prompt
Research [COMPANY]. Summarize: what they sell, who they serve, their market position, any funding or news in the last 6 months, recent product launches or hires, and 2-3 competitors. Write in plain English, no jargon.
Synthesis Prompt
Combine the following inputs into a pre-call brief: person research, company research, CRM history, booking form answers. Structure as: Who (person summary), What (company summary), Why (booking context and intent), Questions (3-5 tailored discovery questions), Objections (2 likely objections with responses), Social Proof (1 relevant case study or reference to mention). Keep it to one page.