Formidable Dashboard

Every conversation ends as a lead briefing

Right now, what your website sends your sales team is a name, an email address and a box of free text. Someone still has to work out whether it's worth a call. Formidable is an AI inbound sales agent for B2B websites: it picks the lead up the moment a sales form is submitted, and what it hands your team afterwards is a lead briefing. How the agent asks is a page of its own.

One conversation becomes one lead briefing. It's emailed in full to the people you put on the list, and the same briefing sits in your Formidable dashboard next to the conversation it came from. Connect Slack and your channel gets the headline, with a button that opens the rest. Your CRM gets the contact, the booked meeting and the lead status at the same time, so the record is right wherever your reps are working.

A lead briefing in the Formidable dashboard. It is rated Good fit, with a panel showing four of six criteria met and two still open. The verdict reads: Ingrid runs inbound at Northwind Logistics and named the exact problem you solve, enquiries landing in a shared inbox with nobody owning them. She can decide, and the volume is there, but we have not confirmed the CRM or where their form lives. A next step tells the rep to reach out to book the call and offer a short pilot. Below it, each of the six criteria is listed with a rating dot, and the criterion The pain you solve shows its evidence from the conversation: she named it herself, nobody's really sure whose job it is.
One briefing, with the criterion The pain you solve opened to show the evidence behind its rating. The lead and the company are invented.

What is actually in the briefing

One page for your rep. What the lead said in their own words, each of your qualification criteria rated Strong, Open or Weak with the evidence behind the rating, a verdict in a sentence, what is still to confirm, and the next step with the meeting already in the calendar.

It's written once the conversation is finished rather than while it's still going. A conversation is analysed after ten quiet minutes, so the briefing covers the whole thing instead of the first half of it.

What your lead sees on your website

Example
Formidable

Right, I had a look at stayflow.com. You sell booking software to independent hotels, and the way in is a demo request rather than a sign-up. That's the shape I'm built for. What's the most frustrating part of handling those demo requests right now?

They sit in a shared inbox. By the time someone picks one up it's usually been two or three days.

Got it. That's the gap I close - I talk to people the moment they submit, so nothing sits in an inbox for days. Worth 20 minutes with Alex on our side? He'll have read everything you've told me before you join, so you won't go over it twice.

Yes - Thursday morning suits. And I can sign this off myself up to €25k, so you only need me in the room.
Write here...
becomes

What your sales team gets

Your Formidable briefingConversation · 24 April
Opportunity: High

Maya's demo requests sit in a shared inbox for two or three days. She signs off up to €25k herself, and the call is booked.

Next stepThursday 10:00 with Alex Bechamelmaya@stayflow.com

Your qualification criteria

  • Problem we solveStrongDemo requests sit in a shared inbox for two or three days.
  • Budget authorityStrongSigns this off herself up to €25k.

Nobody on your team wrote any of it, and nobody had to sit through the call it came from.

Every conversation, readable end to end

The whole transcript is there, not a summary of it. If a rep wants to know why the agent reached a verdict, they can read exactly what was said and see the research it started from. That is the part a form has never been able to give anyone.

The conversation panel in the Formidable dashboard, beside a card for the lead. The card names Ingrid Halvorsen, an Operations Director at Northwind Logistics, marked as a decision-maker, and shows mission coverage of four criteria out of six, with the pain you solve, consult-led intake, inbound volume and decision authority ticked, and CRM in place and form on their own site still open. The transcript beside it starts with the agent saying it looked at northwind-logistics.com and asking what brought her in today, and runs on through her answers.
The transcript sits beside the lead it came from, so a rep can check any rating against what was actually said. The lead and the company are invented.

Opportunities

The list your reps work from. They assign a lead to themselves, hide the ones that are not real, and change the fit rating when the agent got it wrong - your team has the last word on any verdict.

The Opportunities list in the Formidable dashboard. Five leads are listed with columns for name, position, company, authority, solution fit, timeline, opportunity and date. Ingrid Halvorsen at Northwind Logistics and Sofia Marchetti at Adriatic Cold Chain are both rated Good fit; Tomas Lindgren at Baltic Freightways and Petra Novak at Danube Bulk are Okay fit; Callum Reid at Fenwick Haulage is Poor fit, with no authority to decide and a weak solution fit.
Every conversation as a row, rated before anyone opens it. All five leads are invented.

Where the briefing goes

The full briefing is emailed to whoever you name - you set that list - and it is the whole thing, not a link to it. The same briefing sits in your Formidable dashboard, next to the conversation it came from and the meeting it booked.

And if you connect the Slack app, the lead, the verdict and the opportunity land in your channel, with a button that opens the full briefing. Your reps see the headline where they already work, and the detail is one tap away.

The only emails Formidable sends go to you. It never writes to your leads, so whatever happens next is your team's, on your schedule.

The contact details, the booked meeting and the lead status go to the CRM you already run, so the record is right without anyone copying anything across. The full briefing on the CRM record itself is set up with you. It doesn't replace your CRM: the briefing is what your reps read before a call, and the CRM stays the system of record it already is.

The briefing email as it arrives. It opens with a Good fit badge and medium confidence, then the verdict: Ingrid runs inbound at Northwind Logistics and named the exact problem you solve, enquiries landing in a shared inbox with nobody owning them. A card gives her name, role and background; a booking panel marked needs action says to reach out and offer a short pilot, and lists what is still to confirm. A Signals section then rates all six criteria, four Met and two Open, each with the evidence behind it, followed by highlights and a button reading View the full lead report.
The email carries the whole briefing, not a link to it. It is the one channel that arrives without anyone opening anything. The lead and the company are invented.

Also get to know

You have just read what your sales team gets back. The pages below cover the rest of it - how the conversation is run, what you set up first, and the tools it lands in.

Get startedTry it now

How we handle lead data - what we keep, for how long, and who processes it - is on the security page.