"Zero enables us to do things that just weren't possible before. It's given us completely new growth avenues."
Vidar Trojenborg,
The company
Emfas is an AI-native product information management platform that helps e-commerce brands automate their catalog chaos. In year one, they grew to 60 brands globally - delivering up to 95% time savings on product catalog management.
Business was good. Keeping track of it all? Not so much.
The problem
Vidar's brain was the CRM
Vidar Trojenborg runs founder-led sales at Emfas. Every conversation with an e-commerce brand opens up a different universe - one customer manages thousands of SKUs across five platforms, another wants to rethink their automation workflows entirely. Each call surfaces feature priorities, technical requirements, pricing nuances. The details that make or break a deal.
At first, he tracked everything in Notion. Customer logs, call notes, lead status, next steps - all manually entered after every interaction. It worked when Emfas had a handful of customers. Then they had 20. Then 40.
Important details started living in meeting transcripts he didn't have time to re-read. Email threads he'd have to dig through before every call. And when new customers got handed off to the team, Vidar became the bottleneck - spending hours relaying context that only existed in his head.
Notion
Urgent requests
Notion
Remember to follow-up ICIW
Calendar
Emfas Demo 12:15
Calendar
Emfas Demo 11:30
Notes
pricing??
Calendar
Emfas Demo 13:00
Notion
ICIW transcript - Feb 24th
Meanwhile, inbound was picking up. Every new lead meant more research: figuring out ICP fit, checking company size, looking up funding stage - all before writing a personalized follow-up. The manual work was growing faster than the pipeline.
He tried another tool briefly. It could draft emails, but that was about it. "I still couldn't see the big picture or the whole journey for each customer," he says.
The wake-up call? Vidar realized he was spending more time maintaining systems than actually talking to customers. Emfas had product-market fit. They had demand. But growth was bottlenecked by how many relationships one founder could manually juggle.
Then a shared investor introduced him to Zero.
"Previously, all of our tracking work was happening in my mind. I had to keep mental notes for every single customer, which quickly became unscalable."
What changed
One place for everything, zero busywork
Vidar's first reaction to Zero was that it felt like a product built by people who actually care about design - which, as someone building his own product, he doesn't say lightly.
Setup was fast. Zero plugged into his existing tools and started pulling context from emails, meetings, calls, and customer interactions - then organized all of it into complete company views. No manual entry, no copy-pasting between tabs.
Here's what that actually looks like day-to-day:
Before a call
Vidar used to spend 15-20 minutes hunting through Gmail and meeting recordings for talking points. Now he pulls up a customer in Zero and gets the full picture instantly - every interaction, every stakeholder, every open question.
When leads come in
Zero enriches them automatically with company details, ICP fit, and funding data. No more manual research rabbit holes before writing a first reply.
For follow-ups
Zero drafts and sends emails, updates the pipeline, and suggests next tasks as conversations progress. Vidar reviews and approves - he doesn't start from scratch every time.
Across accounts with multiple stakeholders
Zero connects every touchpoint into one coherent thread. It surfaces what's pending, flags what needs attention, and builds a focused plan with suggested next steps. Instead of mentally reconstructing where things stand, Vidar just opens Zero and sees it.
And the rest of the team? They're in the loop without Vidar playing messenger. New customers created in Zero automatically sync to Linear for tracking. Key moments - closed deals, upcoming renewals - trigger Slack notifications so the team can react (or celebrate) in real time.
Inbound leads flow from Emfas to Zero CRM and are enriched on entry
"Zero's task system helps me manage what should come next. I can see which person to talk to and what to mention, with all the context-aware next steps right there."
Results
Emfas unlocks 10x more lead-handling capacity
With Zero, Vidar finally has a CRM that thinks alongside him. Instead of juggling follow-ups and chasing context, he focuses his energy on the conversations that drive revenue.
400+ hours reclaimed annually
60+ customer relationships managed with unified context
10x more capacity for handling leads
What's next
Vidar sees Zero moving closer to his vision of a zero touch CRM. As the platform continues to evolve, he's looking forward to even more autonomous capabilities, like Zero automatically sending emails and managing reminders without any manual intervention.
