How We Built a Smart Sales Dashboard with Data Scraping, AI & Airtable
Looking for one centralized place to manage leads, enrich data, and give sales teams the insights they need — without switching between tools?
In this case study, we show how we combined data scraping, AI automation, Airtable, and a custom-built React dashboard to create a powerful sales intelligence system. The result: faster lead conversion, fewer manual tasks, and a complete view of sales opportunities — all in one place.
The Challenge
The client, a growing B2B software company, faced the following issues:
- Sales teams were manually searching LinkedIn and job boards for potential leads
- Lead data was stored in scattered spreadsheets and inboxes
- There was no unified system to track lead quality or behavior
- Data enrichment and qualification were inconsistent and time-consuming
- Sales reps lacked real-time insights to prioritize outreach
The company needed a scalable solution to automate lead collection, centralize data, and surface insights.
The Solution: One Data Stack, Fully Automated
We developed a full-stack solution using the following components:
1. Data Scraping
We used scraping tools to extract lead data from:
- LinkedIn (Sales Navigator + scraping layer)
- Job boards and career sites
- Public directories in the target industry
All collected data was cleaned and structured before enrichment.
2. Airtable as the Central Source of Truth
Airtable served as the central database for:
- Raw scraped data
- Enriched firmographics and contact info
- Scoring models
- Sales pipeline stages
- Outreach history and status
Custom views and filters allowed each sales rep to see their territory or segment instantly.
3. AI-Powered Enrichment & Prioritization
Using AI, we added:
- Company size, funding rounds, tech stack from public sources
- Email/domain validation
- Priority scoring based on job titles, hiring patterns, and engagement signals
AI also suggested next best actions, and generated draft email sequences per persona.
4. Custom Sales Dashboard (React Web App)
We built a React-based webapp tailored for the sales team, with features like:
- Interactive charts and KPIs (hot leads, conversion funnels, response rates)
- Filters by segment, deal stage, or source
- Quick action buttons (send email, assign rep, log activity)
- Data sync with Airtable in real time
The dashboard removed the need to open Airtable directly and simplified sales ops.
The Results
| KPI | Before | After |
|---|---|---|
| Lead Research Time | 4–5 hrs/week | <30 mins/week |
| Enriched Leads per Month | 200 | 1,200+ |
| CRM Consistency Score | 52% | 96% |
| Sales Rep Adoption | Low | 100% daily usage |
| Opportunity Conversion Rate | 8.4% | 17.3% |
Within 45 days, the sales team doubled their qualified pipeline and halved their manual workload.
Why This Worked
- Unified Data Layer — Airtable replaced scattered files and gave every team member access to structured, real-time data
- Automation-First — From scraping to scoring to syncing, everything ran without human touch
- Tailored Interface — Sales reps used a UI built for action, not complexity
- Smart AI Enrichment — Leads weren’t just collected, they were understood and ranked
This system scaled effortlessly as the team grew and market segments expanded.
Want a Custom Sales Intelligence System?
We help companies build scalable sales automation stacks — combining scraping, enrichment, AI, and UI into a single source of truth.