MQLFlow Prepares Marketing Agency to Scale with Automation

Bonfire Creative Intelligence, a UK-based marketing agency, wanted to future-proof their business by embracing automation and AI. With limited CRM in place and key processes spread across disconnected tools, they brought in MQLFlow to help define a smarter way of working. In just 12 weeks, Bonfire rolled out a fully integrated sales-to-finance workflow – reducing admin, improving visibility across teams, and setting the stage to offer automation to their own clients.

Background

Bonfire Creative Intelligence is a brand development agency that works with SMEs and larger global clients across digital, print, and marketing. Like many creative agencies, Bonfire saw the rise of AI as both a risk and an opportunity. Eager to lead rather than lag, they wanted to embed AI and more advanced automation into their own operations before offering it as a service to clients. With limited CRM in place and a mix of internal systems, they approached MQLFlow to help design and deliver more connected and scalable workflows.

The Challenge

Bonfire was facing several internal challenges:

• No centralised CRM, making it difficult to track leads, quotes, and project delivery
• Key processes relied heavily on manual steps and internal emails
• Growing interest in AI, but no internal infrastructure to build on
• Keen to reduce manual admin and make the most of every opportunity while preparing to offer more advanced automation to clients

“We wanted to adopt AI and more advanced automation across the business. Pete helped us define the strategy, build the systems, and upskill the team. We’ve already brought him back in to support on client projects.”

Dr Steven Dumbleton
Account Director, Bonfire Creative Intelligence

The Solution

MQLFlow designed and delivered a 12-week transformation to streamline operations and lay the groundwork for AI-powered automations. Key services included:

• Defining and mapping automated sales and delivery processes
• Implementing and configuring Pipedrive as the new CRM, including data migration
• Integrating the CRM with Bonfire’s WordPress website, Teamwork (project management), and Xero (finance)
• Creating a seamless lead-to-invoice process with automated handovers between departments
• Building automated email marketing and lead nurturing workflows
• Setting up pipeline alerts to drive follow-up and reduce lost opportunities
• Delivering hands-on team training to embed new systems and ensure adoption

The Outcome

The project delivered tangible operational improvements:

• Manual steps were eliminated, saving time and reducing reliance on internal emails
• Sales, account management, design, digital, and finance teams now have visibility over all leads, project status, and budgets
• Quotes and invoices are more accurate and timely, improving client experience and cashflow
• Automated sales reminders reduce the risk of leads falling through the cracks
• Positive feedback from the team and repeat business from Bonfire for client-facing automation projects