Thrad runs its customer onboarding on Lightfield
Thrad places advertising inside AI conversations, connecting brands, agencies, and programmatic buyers with AI publishers.
As Thrad's client volume grew, so did the work surrounding every sales call. Alexandra Naomi Perez, Thrad's Chief of Staff, and Giorgio Toledo, Thrad’s COO, would replay recordings to identify the brands and budgets discussed, then manually turn that information into a personalized campaign deck.
Her estimate of the work after each call: "a couple hours probably."
Today, the end of a sales call triggers a workflow Alex built in Lightfield. It pulls the relevant customer context from the conversation, personalizes the campaign materials, creates a Slack channel with the customer, and hands them off for onboarding.
Life before Lightfield: hours of work after every sales call
Thrad was growing faster than its team. Client volume was rising, more people were taking calls, and the commercial team was responsible for much of the operational work surrounding those conversations.
Each customer needs materials tailored to what was actually discussed. A brand might be advertising one product or several. An agency might represent multiple brands. The campaign budget, goals, and customer type all affect what Thrad sends next.
Before Lightfield, extracting that information meant going back through the call recording. The commercial team would identify the details that mattered and manually assemble the customer's campaign deck.
That process took a couple of hours per call and sat directly between a customer's interest and the first step toward launching their campaign.
What the team really wanted was a CRM that could do more with the customer information it was already collecting: understand conversations, keep records current, and act on what customers had actually said.
Connecting every customer conversation in Lightfield
The Thrad team connected their email and Slack to Lightfield and began bringing Lightfield onto its sales calls. Calls, email threads, and Slack messages now sit alongside the same customer record, giving the agent the context behind each relationship.
The commercial team, including Amara Parker, Head of Client Relations, and Gabriel Chawla, Systems Engineer, then encoded how Thrad's business works using Lightfield's Knowledge and Skills. They defined the distinctions that determine what should happen after a call, including whether the customer is a brand or agency, which brands are involved, the campaign goal, and the available budget.
This context matters because Thrad's advertising workflows contain nuances an outside system would not necessarily understand. They continue to refine the Knowledge and Skills as the company's process evolves, so the agent can apply Thrad's own logic whenever it does work.
From there, the onboarding workflow was built using Lightfield Automations, with Thrad's engineers supporting connections to external systems.
The end of a call starts onboarding
When a sales call ends, Lightfield already has the context it needs.
The workflow identifies details captured in the conversation, including the relevant brand and campaign budget, and uses them to personalize the customer's campaign materials. It then creates a Slack channel with the customer, sends the appropriate materials, and moves the onboarded customer into Thrad's pre-live List.
Some steps run through external automation connections, with Lightfield supplying the customer context and coordinating the follow-up.
By September, Thrad was taking about 55 calls a week. As more people began taking meetings, the same workflow could run after each conversation without adding the manual work the team previously handled.
Asked what the team now does to produce campaign decks, Alex's answer was simple: "We simply trust lightfield"
Every call starts with the company's customer history
Lightfield also helps Thrad prepare before meetings.
Every evening at 9 p.m., team members receive call briefs by email covering who they are meeting, the agenda, and whether anyone at Thrad has spoken with that person before.
Because Lightfield connects meetings with email and Slack, as well as Linkedin through a custom integration, that history is not limited to the person taking the next call. A teammate can prepare using conversations that happened elsewhere in the company, including calls they never attended and messages they never received.
The result is a shared customer history that follows the relationship rather than the individual employee.
Keeping the CRM current without manual upkeep
The same connected context helps keep Thrad's CRM current between meetings.
The team can update records through Lightfield's chat, including by asking for changes after completing a piece of work. Between those requests, Lightfield continues updating customer information from connected meetings, email, and Slack.
"I don't have time to be on Lightfield every day and just update it or clean it up, but it does a very good job at doing that itself." said Alex
Instead of treating CRM maintenance as a separate task, Thrad's customer record is updated from the work the team is already doing.
What's next
As Thrad grows, more people across the company are taking customer meetings. The commercial team is continuing to refine the Knowledge, Skills, and Automations behind its sales and onboarding process so that the way Thrad works can scale with them.
The onboarding workflow is one example of what that looks like. Work that once depended on replaying calls and manually carrying context into the next step can now run from the customer conversation itself. As Thrad’s processes evolve, Thrad can continue encoding that knowledge in Lightfield and extending the same approach to more of the customer lifecycle.
For a team handling a growing volume of customer conversations, the goal is not simply to make individual tasks faster. It's to build an operating system where what the company learns from customers can immediately shape what happens next without requiring someone to manually carry that context from one system or teammate to another.
Lightfield is increasingly becoming that system for Thrad: the place where customer conversations become structured context, and that context becomes action.