How Settle scaled sales execution by automating seller admin work with AI
Settle helps high-growth CPG brands scale by simplifying how they plan, purchase, manage, and pay for inventory, with financing available through Settle Working Capital.
As the sales team grew, Jay Chung, Senior Director of Revenue Operations, saw the cost of scaling: rising expectations for CRM data entry that consumed valuable selling time and led to inconsistent pipeline visibility. Sellers were expected to update 25 fields after every call — costing them up to 25 minutes of selling time per call. The extra admin work was meant to ensure data quality, improve handoffs, and give leadership better visibility. But it came at the expense of selling capacity and consistency.
Processes broke down, deal visibility declined, and forecasting became unreliable. Jay’s team tried routing call transcripts from other recorders into a data warehouse and building insight extraction logic, but they fell short of the ideal solution. It was hard to report on, and sellers had to re-enter the same data manually.
INSIGHTS FROM
Jay Chung
Senior Director of Revenue Operations
USE CASES
Automate Salesforce updates
Reduce seller admin
Seller to CS handoffs
TECH STACK
Google Meet / Chorus
GSuite
Salesforce
Scratchpad
Slack
"We tried writing our own insight extraction logic, but it wasn’t reportable, and sellers still had to re-enter data manually," said Jay Chung, Senior Director of Revenue Operations at Settle.
Admin tasks became a barrier to selling, and sellers pushed back. Jay needed a better way to deliver clean data to leadership without overloading the team — or pulling reps away from revenue work.
"We realized we couldn’t keep piling on. We needed to reduce the admin load while still getting the data the business needed."
The solution: AI sales execution
Jay rolled out Scratchpad in two phases. First, to streamline pipeline updates using the Scratchpad AI workspace. Then, after sellers saw the impact, his team expanded adoption to automate post-call Salesforce updates using AI.
Sellers were included throughout the rollout — asked to share what AI captured well, where it missed, and which fields needed more precision. That feedback loop proved critical.
"Sellers were brought into the rollout process to share feedback: what AI got right, what it missed, and which fields needed more precision. That transparency helped build trust and adoption."
How Settle uses Scratchpad to drive top-tier sales execution
AI CRM Updates: Scratchpad captures and transcribes sales calls, then updates Salesforce with fields (next steps, closed lost reasons, competitors, custom). RevOps chooses which fields update automatically and which ones sellers review before updating to stay looped in on what matters, with the context to take action.
Deal Agent: Ask AI to generate post-call handoff docs and follow-up emails, along with other sales-ready artifacts.
AI Prompt Builder and Manager: RevOps designs and deploys AI workflows that match Settle’s sales process and automate Salesforce updates without custom engineering or code required.
AI Workspace: Where sellers review and approve AI-suggested updates and manage their pipeline
Results
- Leadership gains pipeline visibility and finally has trust in Salesforce data.
- RevOps spends less time enforcing process and more time driving strategy.
- Sellers get back up to 25 hours a month. Across the team, that’s up to 6,000 hours a year reclaimed from admin work and put into selling.
- 80%+ of opportunity-level fields are now captured with accurate data.
- Customer Success and post-sales teams walk into customer meetings fully informed.
"It’s not just clean CRM. It’s better sales execution. We’ve saved hundreds of selling hours and our leadership gets the insights they need, faster."
Jay Chung
Senior Director of Revenue Operations at Settle
What changed with Scratchpad
- AI CRM updates that ensure complete, consistent data in Salesforce
- 70%+ AI suggestion acceptance rate — signaling trust with Sellers and high quality data
- Opportunity records enriched with discovery insights sellers used to track manually
- AI-generated handoff docs that align Customer Success and post-sales, improving the customer experience with complete, timely context
What started as a way to reduce admin work for sellers became a strategic unlock for sales execution, helping Settle reclaim hundreds of selling hours, maintain clean and accurate Salesforce data, and improve customer experience through faster, better-aligned handoffs.
"It’s changed how our entire GTM team operates. From the first discovery call to post-sale handoff, every team now moves faster with less friction. We’re making decisions with confidence because the data is always there. I’d highly recommend Scratchpad to other RevOps leaders. Involve your sellers early. Let them see how it helps and where it fits. That’s how you build trust and see long-term impact."
Jay Chung
Senior Director of Revenue Operations at Settle
