Work · AI-native advisory and delivery

Show the System. Then Show What Changed.

We connect business constraints to working architecture: intake, routing, follow-up, documents, integrations, reporting, and the controls that keep the process usable after launch.

Salesforce Partner
HIPAA compliant
Certified experts
Goldfinch Health

Care navigation

GAT has been a pleasure to work with, and has been instrumental in helping us build our system almost entirely from scratch. They are punctual, communicate effectively, and are thoughtful in their approach to finding solutions.

150,000+ patient messages on a chat we built

Michele Santagata

Behavioral health implementations

Gray and GAT were a pleasure to work with, knowledgeable about Salesforce and software development in general. They were able to complete client projects and always exceeded expectations. Would highly recommend them again!!!

Implementations delivered across their client practices

Send the Workflow First

Tell us where the process slows down and which systems it crosses. We will start the conversation there.

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System dossiers

The problem, the operating system, and what changed

Case studies from client engagements and our own product.

A revenue team walked through the pipeline on a whiteboard

Go-to-market systems · Revenue operations

From paid media to signed deals, delivered to 8+ partners

A high-velocity services business runs a customer-acquisition machine: paid media in, signed deals out to partner organizations. We built the sales-operations and marketing-operations systems it runs on inside one Salesforce org.

$10K → $400K/mo

Monthly revenue recorded across the operating period

Challenge

Inbound inquiries arrived through six forms, a coordinator of one re-keyed records, contracts were assembled deal by deal, call-center bursts threatened platform limits, and signed deals had to reach partner organizations without anyone re-keying data.

System

We rebuilt the funnel around one consistent record instead of six forms feeding a coordinator's inbox. When their call center spikes, leads queue and route correctly instead of dropping: the system absorbs the burst rather than buckling under it. Qualification questions differ by offer, so we put those in the hands of their own team to change without a developer. Contracts assemble themselves from the record and go out for signature. Signed deals and their documents then deliver automatically to 8+ partner organizations, each with its own requirements and credentials, with automatic retry when a handoff fails.

Business change

The team grew from a single coordinator to a multi-seat operation on the new workflow, and during the system's operating period monthly revenue rose from $10K to $400K.

Operating flow

  1. 01

    Capture

    Paid media + 6 inbound forms

  2. 02

    Absorb

    Call-center volume spikes

  3. 03

    Qualify

    Configurable questionnaires

  4. 04

    Sign

    Docrio + Adobe Sign

  5. 05

    Deliver

    8+ partner systems

Two care-team members coordinating at a nursing station

Patient communication · Care navigation

Patient-nurse messaging built where the clinical data already lived

When a national surgical-recovery care program needed off their previous patient-messaging vendor, we advised against another point solution and built the chat inside Salesforce, then migrated years of message history in.

150,000+

Patient messages managed on the platform

Challenge

A surgical-care navigation company was paying for a standalone messaging vendor while its clinical data lived in Salesforce. Leaving the vendor meant replacing real-time chat, preserving years of history, and serving Spanish-speaking patients without adding staff.

System

We built the messaging into Salesforce itself, so nurses and patients talk in the same place the clinical record lives: messages arriving instantly, read receipts, attachments, and messages that can be scheduled ahead. We brought years of conversation history across from the old vendor so nothing was lost in the move. Spanish-speaking patients read Spanish while nurses type English, without hiring a translator. And every time someone opens a patient record it is logged, so if compliance ever asks who saw what, there is an answer.

Business change

Five years on it carries 150,000+ patient messages, has supported 15,314 surgeries, and is the daily tool for their care team.

Operating flow

  1. 01

    Message

    Patients and nurses, one place

  2. 02

    Deliver

    Arrives instantly

  3. 03

    Translate

    English in, Spanish out

  4. 04

    Audit

    Every record view logged

  5. 05

    Support

    15,314 surgeries

Sales agents working calls on headsets at their desks

Sales system · B2B services

One follow-up system across calls, enrichment, and Salesforce

The project closed the seam between lead data, rep activity, next actions, and management reporting instead of asking reps to keep four tools in sync.

+50%

More leads converted after go-live, per client reporting

Challenge

Calls were not logged consistently, follow-ups depended on memory, and enrichment from Apollo.io and ZoomInfo sat outside the CRM. Managers could not see whether a lead was worked or merely assigned.

System

We connected Aircall CTI to Salesforce, logged calls against the right records, converted dispositions into follow-up tasks, brought enrichment into the lead flow, and surfaced call volume, compliance, and conversion in dashboards.

Business change

Client reporting showed 50% more leads converted after launch, with follow-up compliance above 95% in the first month.

Operating flow

  1. 01

    Enrich

    Apollo.io + ZoomInfo

  2. 02

    Assign

    Salesforce

  3. 03

    Call

    Aircall CTI

  4. 04

    Orchestrate

    Dispositions + tasks

  5. 05

    Measure

    Sales dashboards

Start with a conversation

Your intake, routing, or follow-up probably looks like one of these.

Free, 30 minutes, no obligation.

  • You leave with
  • Our first read on where your operation leaks time, live on the call
  • A straight answer on whether a full systems audit is worth it for you
  • If it is: the scope and the fixed price. If not: what to do instead

+50%More leads converted after one rebuild of the follow-up system

Two screens side by side on one desk, two systems kept in step

Integration · Behavioral health

The EHR integration that ended double data entry

A multi-state psychiatric health practice was entering every patient twice: once in Salesforce, once in its EHR. We connected them so a patient entered in either appears in the other.

Entered once

Staff enter a patient one time, and both systems stay in step

Challenge

Every new patient was typed twice (once into the EHR, once into Salesforce) and the two drifted apart. Appointment changes, new patients, and calls answered by their AI phone agent all needed to reach the CRM without someone re-keying them.

System

We connected the two systems so that whichever one a patient is entered into, the other knows within seconds: new patients, appointment changes, and updates in both directions. Because the risk in this kind of work is creating duplicate charts, we built guards that check before anything is written, and error logging that tells us when something upstream breaks so the client hears it from us first. Their AI phone agent feeds the same path, so a call answered after hours arrives as a real, workable record instead of a voicemail. Patient information is encrypted throughout.

Business change

Intake now has one point of entry, with both systems continuously in step, hardened across 16 rounds of production changes.

Operating flow

  1. 01

    Receive

    Update from the EHR

  2. 02

    Match

    Guard against duplicates

  3. 03

    Update

    Patient + appointments in Salesforce

  4. 04

    Send back

    New patients to the EHR

  5. 05

    Protect

    Encrypted patient data

Read the AdvancedMD architecture
CRM and EHR records syncing both directions through a guarded hub

Integration · Behavioral health

Closed Won to a ready EHR patient record, automatically

A national addiction-treatment network wanted admissions to stop ending at Closed Won. We built the pipeline that carries a won Opportunity into the clinical system.

Automatic

An accepted admission becomes a complete patient chart on its own

Challenge

When the admissions team accepted a patient, clinical staff still had to create that patient, open their episode of care, and file the documents in the EHR by hand, and paper intake forms added another manual step before treatment could start.

System

Now accepting an admission does the clinical setup itself: the patient is created, their episode of care is opened, and the paperwork is filed in the EHR without anyone touching it. The steps are built to be safely repeatable, so a retry after a network blip never creates a second chart. Paper intake became a one-click form filed against the patient's journey, and benefits verifications that used to sit in an inbox now attach themselves to the right admission automatically.

Business change

Admissions sees a won deal; clinical sees a ready patient. The handoff between them no longer depends on anyone re-typing it.

Operating flow

  1. 01

    Accept

    Admission confirmed

  2. 02

    Create

    Patient in the EHR

  3. 03

    Open

    Episode of care

  4. 04

    File

    Intake forms + documents

  5. 05

    Attach

    Benefits check to the admission

Read the Opus admission architecture
A ward board tracking the week, the kind a census is rebuilt from by hand

Automation · Behavioral health

A daily census that recalculates itself when dates move

For a multi-facility behavioral-health treatment center, the daily census is the number the whole business runs on, and it broke every time an admit or discharge date moved.

Every morning

The census is right when leadership opens it, without anyone rebuilding it

Challenge

Early admissions, late discharges, exclusions, and transfers between facilities each broke the number a different way, so staff reconciled it by hand every day, while also running an admissions funnel that still lived half on paper.

System

We rebuilt the census to recalculate itself through every real-world case: a patient admitted earlier than planned, discharged later, excluded from the count, or moved between facilities. Each of those is handled deliberately rather than patched, and we handed the client's own team the documentation to change it without us. Around it we built the admissions funnel itself (first assessment, benefits verification, operations handoff) with clinical forms generated straight from the record and the texting tool staff already used placed right on the page they work from.

Business change

The census is correct every morning without a person rebuilding it, and admissions runs end to end in one place.

Operating flow

  1. 01

    Change

    An admit or discharge date moves

  2. 02

    Recalculate

    Census updates itself

  3. 03

    Handle

    Transfers between facilities

  4. 04

    Generate

    Clinical forms from the record

  5. 05

    Message

    Texting where staff already work

Explore the behavioral-health practice
A clinician completing paperwork by hand at a desk

Document operations · Healthcare

Clinical paperwork generated from the Salesforce record

A large document library became a repeatable record-driven workflow for intake, consent, and clinical paperwork.

One click

From the Salesforce record to finished intake, consent, and clinical paperwork

Challenge

Staff were assembling intake, consent, and clinical documents by hand from information Salesforce already had: slow, repetitive, and easy to get wrong under volume.

System

We made document generation part of the record process: the record determines which documents apply, the data fills them, and staff generate the full packet from Salesforce instead of rebuilding it document by document. More than 100 templates cover the intake, consent, and clinical workflows.

Business change

Paperwork stopped being a separate job. The packet comes off the record: consistent every time, current with the data, and ready in the time it takes to click generate.

Operating flow

  1. 01

    Record

    Salesforce

  2. 02

    Select

    Workflow + template rules

  3. 03

    Populate

    Field mapping

  4. 04

    Generate

    Docrio

  5. 05

    Review

    Operations team

Start with a conversation

The census, the paperwork, the double entry: it does not fix itself.

Free, 30 minutes, no obligation.

  • You leave with
  • Our first read on where your operation leaks time, live on the call
  • A straight answer on whether a full systems audit is worth it for you
  • If it is: the scope and the fixed price. If not: what to do instead

150,000+Patient messages managed on a system we built inside Salesforce

A consultant walking a team through a system diagram

Advisory & audit · SaaS

A production revenue org fully mapped before changing a line

A cybersecurity SaaS company handed us a production revenue org with no sandbox and no documentation. The engagement started with forensics, not changes.

Mapped first

We documented the whole system before changing any of it

Challenge

Years of decisions made by people who had since left, live revenue running through all of it, and nowhere safe to test. Changing anything blind put credit for deals, billing, and lead assignment at risk at the same time.

System

We mapped the entire system before touching it (how deals get credited, how customers get billed, how leads get assigned, where data comes from), written down section by section and version-controlled so it stays current. The mapping is what paid off. Two separate systems were both deciding which campaign got credit for a deal. Two more were both assigning owners to the same leads. Buttons their team clicked every day pointed at automation that had been switched off. None of that was visible from inside the org.

Business change

Those conflicts got resolved, and every change since is made against documentation instead of someone's memory. Their next hire can read how the business works instead of reverse-engineering it.

Operating flow

  1. 01

    Retrieve

    The full system, pulled down

  2. 02

    Map

    Every subsystem documented

  3. 03

    Untangle

    Rival credit + assignment systems

  4. 04

    Document

    A source of truth that stays current

  5. 05

    De-risk

    Marketing-to-sales handoff

Two colleagues reviewing figures on a workstation

Payments infrastructure · Financial services

Encrypted bank files, generated and reconciled inside Salesforce

A national financial-services firm needed to move real money (FedWire wires and ACH) from inside Salesforce, within a managed-package loan platform.

Bank-grade

Every payment file encrypted to the standard the bank requires

Challenge

Loan payouts had to leave Salesforce in the exact format the bank accepts, encrypted, arrive at a top-tier U.S. bank, and come back confirmed, so that every transaction has a status somebody can stand behind.

System

We built the payment run end to end. Payments are gathered and formatted to the bank's specification, encrypted, and sent automatically: no one assembling files by hand. When the bank confirms, those confirmations come back in and close out each transaction, so finance always knows what actually cleared. We also built the export the accounting team needs, so the books and the system agree without anyone reconciling by hand. Everything was tested, documented, and formally reviewed before it went near real money.

Business change

The firm sends wires and ACH from inside the system it already runs on, with a confirmed status on every transaction. Volumes and counterparties remain confidential.

Operating flow

  1. 01

    Assemble

    Payments gathered and formatted

  2. 02

    Encrypt

    To the bank's standard

  3. 03

    Transmit

    Sent to the bank

  4. 04

    Confirm

    Bank confirmations come back

  5. 05

    Reconcile

    Books and system agree

An agent working a booking on a laptop with a headset

AI operations · Travel & hospitality

An AI interface running a live rental business, safely

A Caribbean car-rental franchise wanted AI in daily operations, not a demo. We built the full tool surface, then carved out only the parts that are safe to expose.

Runs daily

AI in real operations, with hard limits on what it can touch

Challenge

Their booking system covers reservations, fleet, payments, and vehicle tracking, but giving an AI assistant free rein over a live business is how a demo becomes an incident. They needed it genuinely useful and genuinely fenced in.

System

We gave their staff an AI assistant that reaches the whole operation, then decided deliberately what it is allowed to do. Customers get a public assistant that can only look things up: it cannot change a booking or see another customer. Staff get one that defaults to read-only, and anything that moves money or deletes a record requires a second, deliberate approval. Nothing is exposed by accident; every capability was turned on one at a time.

Business change

It has run daily operations since launch, and the safety boundaries held through a full rebuild of the underlying platform connection.

Operating flow

  1. 01

    Connect

    The whole booking operation

  2. 02

    Expose

    Look-only assistant for customers

  3. 03

    Guard

    Read-only by default for staff

  4. 04

    Gate

    Money + deletions need approval

  5. 05

    Operate

    Live daily operations

Claude and ChatGPT connecting through the ApexGenius MCP server to authorized orgs

Our product · ApexGenius

Our own AI product: proof we ship what we sell

ApexGenius answers plain-English questions about a live Salesforce org, and lets Claude work against that org with limits on what it is allowed to touch.

We built one

Our own product: ApexGenius, the Salesforce admin MCP

Challenge

Every Salesforce team asks the same expensive questions (what does this org actually do, and what breaks if we change it) and the answers are buried where nobody looks. We built the product we wished every engagement could start with.

System

Ask it a question in plain English and it answers from what is really in the org, not from documentation someone forgot to update. Connect it to Claude and Claude can work against that org directly (reading, preparing changes, and deploying them) with per-organization limits on exactly what it can reach. Every action is logged and sensitive data is stripped before it travels. The product is working toward HIPAA compliance.

Business change

It runs against live Salesforce orgs every day as the Salesforce admin MCP. When we advise a client on connecting AI to Salesforce, it is because we built this and run it, not because we read about it.

Operating flow

  1. 01

    Ask

    A question in plain English

  2. 02

    Retrieve

    Answered from the real org

  3. 03

    Orchestrate

    Specialists for each kind of question

  4. 04

    Act

    Claude works, within limits

  5. 05

    Meter

    Everything logged

Client perspective

What clients say after the system ships

Feedback from completed Salesforce and systems engagements.

Gray helped us build our system almost entirely from scratch. He is punctual, communicates well, and is thoughtful about finding the right solution rather than the quickest one. A pleasure to work with.

Greenfield Salesforce system

Verified client review

Gray was excellent to work with! We needed specific updates in our Salesforce org and he got them done quickly. He was also great at giving us context on the issues we were running into.

Salesforce operating improvements

Verified client review

Gray was a pleasure to work with. Easy to communicate with and knowledgeable about Salesforce and development in general. He completed the project within the timeframe we gave him, and I would definitely work with him again.

Behavioral health implementations

Verified client review

Reviewer identities are withheld to protect engagement confidentiality. References can be arranged when permission and engagement context allow.

Questions Before We Map Your Workflow

Can you work inside the systems we already have?

Yes. Most engagements start with an existing Salesforce or CRM environment, the applications around it, and a workflow people already run. We map what is actually happening, keep what works, and change only the parts that are creating delay, re-keying, or unreliable reporting.

Do you have to rebuild the whole process?

Usually not. A broken handoff may need a mapping correction, clearer ownership, retries, or one automation rather than a replacement system. We recommend the smallest change that makes the workflow reliable and explain what should be left alone.

How do you decide whether a workflow needs AI?

We separate deterministic work from judgment. Routing, reminders, validation, and system updates are usually straight automation. A model belongs where reading, classification, summarization, or drafting genuinely improves the result, with a person retaining approval where the decision carries business meaning.

Can our team own the system after launch?

Yes. Delivery includes documentation, version control, error paths, monitoring, and a named recovery path. We can continue operating the system with you, or hand it over so your own team can change it without depending on the original builder.

Start with a conversation

Every System on This Page Started as Someone’s Stuck Workflow.

Free, 30 minutes, no obligation.

  • You leave with
  • Our first read on where your operation leaks time, live on the call
  • A straight answer on whether a full systems audit is worth it for you
  • If it is: the scope and the fixed price. If not: what to do instead

$10K → $400K/moMonthly revenue grown on systems we built and ran