How General Index's CRO cut admin work by 30 to 40% and got more time with customers
Florence Broderick came back from maternity leave to a revenue stack that finally worked together. With Airspeed, Claude, and HubSpot connected through MCP, a personalized follow-up deck takes four to five minutes, an objection gets an evidence-backed reply in ten, and 30 to 40% of her admin is automated.
- Industry
- Commodity pricing data and energy benchmarks
- Size
- 51-200 employees
- HQ
- London, with offices in Houston and Singapore
- Founded
- 2020
General Index provides independent, transparent commodity price assessments, from daily spot prices to forward curves, across crude, refined products, LPG, and energy transition markets.
What changed
- 01
30 to 40% of her admin and grunt work automated: Florence's own estimate of the repetitive tasks that filled her days before maternity leave, now handled by Claude, Airspeed, and HubSpot
- 02
About three minutes for a HubSpot trend report: one prompt, instead of hours spent pulling reports together
- 03
Four to five minutes for a personalized follow-up deck: built from the pains each prospect raised on the call, in General Index's brand format
- 04
Ten minutes from customer objection to reply: backed by six relevant customer conversations Airspeed surfaced in a couple of minutes
- 05
Win/loss analysis in a fraction of the time: work that used to take a couple of days now comes together quickly
- 06
Coaching on every call: a CRO coaching agent emails each rep positive and constructive feedback shortly after their calls
The challenge
From CMO to CRO: four functions and AI that only worked in pieces
Florence is a CMO turned CRO at General Index. She is responsible for marketing, sales, revenue operations, and customer success, which in a small, scaling business means covering a lot of ground with limited resources.
Before her maternity leave, AI helped, but only in pieces. She worked ad hoc in siloed tools, copying documents and transcripts from one to the next. Pulling together HubSpot reports to understand a trend in the go-to-market motion could take hours, and finding customer evidence to answer an objection meant hunting for structured data in the CRM. Reps tailored generic marketing slides to each prospect by hand, and a high-quality win/loss analysis was a couple of days of work.
All of it competed with the part of the job Florence values most: time with customers, partners, and her sellers.
The solution
Claude, HubSpot, and Airspeed: connected through MCP
During the six months Florence was on maternity leave, AI moved fast, and MCPs made it possible to bring everything into one place. She came back and rebuilt her workflow around Claude, connected to HubSpot for CRM data, Airspeed for everything customers have said on calls, and General Index's own MCP for its datasets. In a LinkedIn post, she called the combination a "magnificent trio."
"There's just so much grunt work and nitty gritty jobs that I used to have to do that I can just now do via Claude, HubSpot, and Airspeed."
Florence is honest that the temptation is to do everything in Claude alone, uploading transcripts by hand. In practice, copying and pasting between tools is painful, and Airspeed brings GTM thinking a generic AI tool doesn't. When she set up a CRO coaching agent with a simple prompt, Airspeed fleshed it out into a far more sophisticated one that gives reps structured, useful feedback. It's also fast, so she isn't stepping away for a coffee while a model thinks, and it lets her ask questions across her entire call database rather than one account or customer at a time.
"I can see very clearly when I use Airspeed that people who understand go to market have made enhancements that you wouldn't see in a generic AI tool."
Impact beyond sales
The workflows Florence runs and what each one replaces
Personalized follow-up decks. Previously, reps went into a generic deck and mapped each pain point to a dataset by hand. Now Claude and Airspeed take what the prospect said on the call, map it to General Index's datasets through their own MCP, and build the deck in the company's brand format in four to five minutes, so follow-ups land while the momentum around a buying decision is still there.
Objection handling backed by customer evidence. When a customer questioned a specific dataset, Florence used Airspeed to find six customers who had raised data quality issues with a competitor, all within a couple of minutes. A reply explaining why General Index's data was better in that area went out within ten.
Win/loss, revenue, and pricing analysis. Closed-lost analysis, win/loss buckets, revenue plans, and pricing analysis that used to take a couple of days now come together quickly, across the full call history.
CRO coaching agent. After each call, an Airspeed agent reviews the conversation from a CRO's point of view and emails the rep positive and constructive feedback.
GTM reporting on demand. Trend analysis that meant wrestling with HubSpot reports is now a single prompt, with an answer in about three minutes.
More time for customer relationships
With the admin off her plate, Florence spends the hours she's won back with customers, partners, and at events, and on helping her sellers shape deal strategy and how to approach each account. In a small, scaling business, that's where a CRO's time matters most.
"It's essentially the best analyst I've ever had working for me."
Her advice to other revenue leaders
Florence sees a clear dividing line in revenue tools: whether the software was built before or after the AI explosion. Platforms that patched on generative AI later show it in the customer experience, so her advice is to choose tools built specifically for go to market, with well-designed MCPs, where the interface you work in matters less than the context behind it. Read the full story of her return from maternity leave on the blog, or watch the full conversation on YouTube.
"It's not a spaghetti situation where you're patching on top. It's a fresh approach: based on the power of AI today, how would you build a revenue intelligence platform? It's obvious with Airspeed that that's how it's been done."
