Pipeline depends on two people.
The founder and one senior rep carry new business. When they are tied up with clients, or one of them leaves, new business stops.
Sales systems, designed and built end to end
Your sales process, built as a system that runs without you.
Lantern Labs designs, architects and automates the sales operation for B2B companies that want to grow without simply hiring more people. We start from the outcome you are paid for, map the process that produces it, then build and wire the technology that runs it from first signal to signed contract.
30 minutes · leave with a diagnosis of where your process leaks
Why sales stops scaling
Most growth plans assume a sales machine that was never actually built.
What exists instead is a few good people, a stack of half-connected tools and a process that lives in their heads. It works until you ask it to double.
The tools were bought, never wired together.
CRM, outreach, data, calendars and proposals each work alone. People copy between them, and the record of truth is whoever remembers.
The process is undocumented.
Every rep qualifies, prices and follows up their own way. You cannot train it, measure it or improve it, so results depend on who picked up the lead.
Reporting looks backwards.
The dashboard says what closed last quarter. Nobody can say which step is leaking this week, or what to change on Monday.
Behind all four is one gap: nobody designed the sales operation as a system. People and tools were added and the rest was hope.
What we build
One system, from first signal to signed contract.
Each part is designed from the outcome backwards, built on the tools you already pay for where they work, and wired so that data moves without a person copying it.
Sourcing and signals
Who to talk to, and when.
Lists built from your market's own data rather than the database everyone else bought, with triggers that say a company has a reason to buy now: a hire, a move, a filing, a contract ending.
Every conversation starts with a reason to be having it.
Outreach engine
Outreach in your voice, at volume.
Multi-channel sequences that name the signal, go out from warmed infrastructure on protected domains, and hand the reply to a human at the right moment.
Steady top of funnel that does not depend on anyone finding time.
Qualification and routing
One definition of qualified, enforced by the system.
Leads score, route and book themselves onto the right calendar. Discovery questions are captured in the record, not in a notebook.
Reps spend their hours on buyers, not on sorting.
Deal workflow
Every deal moves the same way.
Discovery notes, pricing, proposals and follow-up as repeatable steps with templates and automation. The next action is always visible and often already drafted.
Shorter cycles and a process a new hire can run in week two.
CRM as source of truth
One record per account, kept current by automation.
Enrichment, activity logging and stage changes happen without nagging. The team works inside the CRM because it is easier than working around it.
Numbers you can trust, and a company that does not lose its memory when someone leaves.
Control loop
Weekly numbers for every step, with the leak named.
Conversion at each stage, cost per meeting and per deal, and a short list of what to change. Measurement is part of the build, not a report written afterwards.
A system that gets better every month because it was built to be measured.
How an engagement runs
Outcome brief, architecture, build, then run until it runs without us.
Consultative at the front, hands on through the middle, and measured against one number the whole way.
01Week 1
Outcome brief
We agree the number the system has to produce and by when: revenue, qualified meetings, cost per deal, cycle length. Everything that follows is judged against it. If we cannot see a credible path to the number, we say so here.
02Week 2
Process map and architecture
We map the sales process as it really runs today, then design the version the system will run. You receive the architecture: steps, owners, tools, data flow, what gets automated and what stays human. It is yours whether or not we build it.
03Weeks 3 to 6
Build and wire
We build on your accounts: CRM configuration, data pipelines, outreach infrastructure, automations and the AI components that do research, drafting and routing. Each part goes live as it is ready, so results start before the build ends.
04Week 7 onward
Run, measure, hand over
The system runs with weekly reviews against the outcome brief. We tune it, document it and train your team until it runs without us. If you would rather we keep running it, that is a monthly arrangement you can end at any time.
Built on your accounts
You own the data and the system
Fixed fee for the build
Month to month after
Who builds it
You talk to the person who designs and builds your system.
Lantern Labs is run by Zach Robbie. Zach has spent his career on the revenue side of B2B technology companies, most recently as a chief revenue officer, and is a co-founder of Groundwork, an AI-run commercial real estate brokerage where the entire sales operation was designed and built as one system from day one.
That experience is what you are buying: knowing which parts of a sales process can be handed to software, which must stay with a person, and how to wire the two together so the whole thing holds up at volume.
Zach Robbie
Founder · Lantern Labs
A brokerage built as a system from day one.
A commercial real estate brokerage selling single-tenant medical, dental and veterinary buildings, where the sales operation is software with a licensed broker in the loop.
- Owner sourcing from county deed records matched to state licence lists, reaching building owners nobody else could find.
- Automated broker opinions of value, produced by the system and approved by the broker before anything is sent.
- Signal-based outreach with replies landing in the CRM, run with the outbound studio em8.
- A call desk and a dashboard that turn the broker's day into a to-do list, so one broker covers the work of a team.
Live in Texas and Florida. Appraise is the owner-facing brand of Groundwork, Inc.
Before you book
What people ask first.
What kind of company is this for?
B2B companies that sell through conversations: founder-led sales, small sales teams, agencies, brokerages and professional services. Usually between a handful of people and a few hundred. If a sale needs a human and you want more of them without a proportionate hiring bill, this fits.
Do we need to change our tools?
Rarely. We build on what you have where it works and replace only what blocks the outcome. Most builds run on the CRM you already pay for, plus outreach and data infrastructure that we set up in your name.
How much is automated, and how much is AI?
Everything repetitive: research, list building, first drafts, data entry, routing, reporting. People keep the judgement calls: the discovery call, the negotiation, the relationship. AI is used where it is reliable and reviewed by a person where it is not. Nothing goes to a customer unseen unless you decide it should.
What does it cost?
A fixed fee for the design and build, scoped from the outcome brief, then an optional monthly fee if you want us to keep running and improving the system. You see the numbers before you commit to anything beyond the first call.
Who does the work?
Zach designs and leads every build. Specialists are brought in for data, outbound infrastructure and engineering where a build needs them, and you always know who is doing what.
Your call
In 30 minutes you will know where your sales process leaks.
Tell us what you sell and how a deal moves today. We will name the two or three steps that are costing you the most and what a system to fix them would look like. Useful whether or not we work together.