Case study · CRM build · October 2026
Fonetic English: 720 people in one place, in under two weeks.
Fonetic English had no way to keep track of the people they talk to. Names sat in sheets. Test results sat somewhere else.
In under two weeks, they got one place for everyone. Now each new sign-up shows up in seconds, with a task to follow up.
720
people in one place
no copies
Seconds
from test sign-up to Attio
with a task to follow up
97 of 97
checks passed
the link from the test to Attio
Under 2 weeks
from start to handover
12 to 25 October 2026
Fonetic English (foneticenglish.com) · Sydney, Australia · Show learners how to sound out English words, making it faster and easier to learn to read English and develop confident English conversational skills · Engagement: CRM build in Attio, fixed price, October 2026
The problem
Fonetic English finds people on LinkedIn. The people most likely to buy take a short test called the Decoding Challenge.
But nothing was in one place:
- Names sat in sheets.
- Test results sat on a different system.
- Every message was sent by hand. It was hard to know who to talk to next.
Chris, the founder, wanted it fast. He wanted it easy for his team. And he wanted it ready for email later.
What we built
We learned how the team worked first. Then we built around it.
- 01
One place for everyone. People and schools each get one record. No copies.
- 02
Test results come in on their own. Each sign-up lands in seconds, with tasks to follow up.
- 03
Eight lists, each with its own steps. LinkedIn messages, test takers, trials, calls and more. The Today list shows who to contact next.
- 04
Claude linked to Attio. Paste in a LinkedIn profile. Claude adds it for you. No retyping.
- 05
Six reports. Chris can see how many people are at each step.
- 06
Plans for email and LinkedIn. So the team knows what comes next.
- 07
Training. Two videos, a recorded call and three short guides. The team can ask Claude about the guides any time.
The results
Everything was live and handed over by 25 October.
| Before | After |
|---|---|
| Names spread across sheets | 720 people in one place, with no copies |
| Test results in a different system | Each sign-up lands in seconds |
| Follow-ups easy to miss | A follow-up task, made right away |
| Guessing who to talk to next | A Today list of who to contact |
| Typing data in by hand | Paste a profile into Claude. Done. |
The link from the test to Attio passed all 97 checks.
After handover, Chris asked about the next step: email to new people, linked to Attio.
720
people in one place
no copies
Seconds
from test sign-up to Attio
with a task to follow up
97 of 97
checks passed
the link from the test to Attio
Under 2 weeks
from start to handover
12 to 25 October 2026
Fonetic English (foneticenglish.com) · Sydney, Australia · Show learners how to sound out English words, making it faster and easier to learn to read English and develop confident English conversational skills · Engagement: CRM build in Attio, fixed price, October 2026
The problem
Fonetic English finds people on LinkedIn. The people most likely to buy take a short test called the Decoding Challenge.
But nothing was in one place:
- Names sat in sheets.
- Test results sat on a different system.
- Every message was sent by hand. It was hard to know who to talk to next.
Chris, the founder, wanted it fast. He wanted it easy for his team. And he wanted it ready for email later.
What we built
We learned how the team worked first. Then we built around it.
- 01
One place for everyone. People and schools each get one record. No copies.
- 02
Test results come in on their own. Each sign-up lands in seconds, with tasks to follow up.
- 03
Eight lists, each with its own steps. LinkedIn messages, test takers, trials, calls and more. The Today list shows who to contact next.
- 04
Claude linked to Attio. Paste in a LinkedIn profile. Claude adds it for you. No retyping.
- 05
Six reports. Chris can see how many people are at each step.
- 06
Plans for email and LinkedIn. So the team knows what comes next.
- 07
Training. Two videos, a recorded call and three short guides. The team can ask Claude about the guides any time.
The results
Everything was live and handed over by 25 October.
| Before | After |
|---|---|
| Names spread across sheets | 720 people in one place, with no copies |
| Test results in a different system | Each sign-up lands in seconds |
| Follow-ups easy to miss | A follow-up task, made right away |
| Guessing who to talk to next | A Today list of who to contact |
| Typing data in by hand | Paste a profile into Claude. Done. |
The link from the test to Attio passed all 97 checks.
After handover, Chris asked about the next step: email to new people, linked to Attio.
From the client
[Groundswell] worked with our team to set up Attio to accept data from our website and from other webpages, and to enable us to collect data from websites and load it accurately into Attio via Claude. [They] did the job quickly, and suggested and implemented helpful changes as the project progressed. Highly recommend Charlie.
Chris Stephen, Founder, Fonetic English. November 2026.
Results vary by team, data and process. These figures come from one engagement and are not a forecast for yours.
Written by
Charlie Brown, founder of Groundswell.
Who this is for
- Founders whose leads live in sheets and inboxes
- Small teams who need a CRM set up fast and handed over
- Anyone whose sign-up form and CRM don’t talk to each other
Stack on this build
- Attio
- Claude
- Webhooks
Results vary by team, data and process. These figures come from one engagement and are not a forecast for yours.
Written by
Charlie Brown, founder of Groundswell.
Who this is for
- Founders whose leads live in sheets and inboxes
- Small teams who need a CRM set up fast and handed over
- Anyone whose sign-up form and CRM don’t talk to each other
Stack on this build
- Attio
- Claude
- Webhooks
Want the same?
Do your leads live in sheets and inboxes? We can fix that. We build it, train your team, and hand it over.
Want the same?
Do your leads live in sheets and inboxes? We can fix that. We build it, train your team, and hand it over.
Want the same?
Do your leads live in sheets and inboxes? We can fix that. We build it, train your team, and hand it over.