How one GTM engineer runs Sumary's commercial motion on Zero

Challenge

Scaling Sumary's GTM motion required a CRM that could keep pace

Sumary sells to accounting firms, which use its AI-powered finance platform to manage client company portfolios. As the team moved more accounting firms from initial conversations into onboarding, every new relationship added stakeholders, client companies, deal activity, and product usage to track.

Abel Aioanei, Sumary's sole GTM engineer, needed to consolidate this information and activity into a single, usable view for the rest of the team. However, his existing setup left crucial information split across multiple tools.

Abel first turned to HubSpot, which he had used extensively in previous GTM roles. But its heavier interface and rigid record structure made it harder for the broader team to see where information lived, understand customer-level changes, and determine what accounts required action.

A complete account view still meant checking additional sources, including LinkedIn, email, calendars, call notes, and individual inboxes. Every follow-up, meeting, product-adoption check, or pipeline update began with rebuilding that history, taking time away from customer conversations, onboarding, and outbound.

"As a GTM engineer, you're the product person for commercial data," Abel explains. "You have to make it make sense and make it actionable for the team. HubSpot simply wasn't becoming part of how we worked."

Sumary's sales model made the CRM structure equally important. Abel needed to connect each accounting firm to its stakeholders, client companies, deals, and product usage in a single model. HubSpot could support that parent-child structure, but only through a considerably more expensive setup. Abel also considered Attio, but he still wanted AI-native workflows and MCP access around Sumary's account model without enterprise pricing.

Fortunately, Abel had discovered Zero before joining Sumary and already understood where the product was heading. Once he confirmed it could support Sumary's account model, integrations, and AI workflows, he made the final decision to move the team off HubSpot.

"As our customer activity expanded across LinkedIn, email, meetings, and product usage, it became harder to maintain a complete view of each relationship. Zero brought that context together and made it actionable for the team."

Solution

A flexible AI-native CRM built around Sumary's accounting-firm model

Abel had Sumary's account structure, integrations, and automation logic live in less than three weeks. "The team's reaction was, 'Okay, this makes so much more sense,'" Abel recalls. "Now, we can open a company or deal and find its activity history and account tasks in seconds."

Zero also added a parent-child relationship capability that connects each accounting firm to its client companies, stakeholders, deals, and product usage. Abel can follow the full relationship in one place, from the firm-level opportunity to activity and adoption across its client portfolio.

Within each account, Abel sees LinkedIn conversations, email activity, calendar events, call notes, and meeting transcripts. Zero's PostHog integration also shows how each customer uses Sumary and flags product features that may need attention.

Because Zero's interface was easy for the team to understand, Abel now configures filters and agents around the signals they need to act on. If a company has gone seven days without contact, has no next meeting booked, shows low product usage, or loses a key contact, Zero creates a task for the appropriate owner. Follow-up no longer depends on someone remembering to check every account, and Abel keeps priorities moving across the team without reviewing each record himself.

By connecting Zero to Claude through MCP, Sumary's sales team can also query account and pipeline data in the AI tools they already use. Agentic Chat provides conversational access within Zero, helping the team investigate account context and answer deeper pipeline questions almost instantly.

Meeting preparation, follow-up, product-adoption outreach, and pipeline reviews now begin with the relevant context already assembled. That allows Abel to focus on improving Sumary's GTM system, while each account owner moves directly to the call, email, meeting, or onboarding action the relationship requires.

"Zero made sense to the team right away. In less than three weeks, we had account context, product signals, and tasks in one place, so everyone could see what needed attention."

Results

35+ hours returned to Sumary's team every week

Sumary now manages sales activity, follow-up, and product-adoption monitoring from one system built around its accounting-firm model. As its customer base grows, the team can maintain the same account context and accountability without adding additional manual research, reporting, or CRM administration.

The impact:

• 5+ hours saved per active user each week on CRM management
• <3 weeks to full platform adoption
• $30,000+ saved in annual HubSpot platform costs

What's next

With less time going into manual account research and follow-up management, Sumary is already putting more capacity into outbound. The team is evaluating a dialer workflow and expects the number of customer relationships managed in Zero to double as it expands from the Nordics into the UK through its London office.

The team looks forward to:

• Outbound calling in the same account history: Connecting a dialer so calls, outcomes, and follow-up tasks sit alongside LinkedIn, email, meeting, and product activity.
• Product usage that triggers action: Expanding PostHog-based agents to surface adoption gaps, prioritize the accounts that need support, and assign follow-up before the next review.
• More work through natural language: Using Claude and Agentic Chat to review pipeline, prepare for meetings, update records, and start follow-up without navigating every CRM view.