CASE STUDY
HAKE Digital
From 2 Hours of Prep to a 5-Minute Review: How HAKE Digital Minimized Meeting Overhead with Claude
THE STORY
Inside HAKE's Operations
A UK-based RevOps and AI consultancy that helps organisations improve revenue operations, automation, and business performance. Its consultants manage a high daily volume of client meetings — where success depends on arriving prepared, accurately documented MoMs, and data consistency across systems and records.
Aiming to reduce friction in meeting prep
HAKE was working to reduce its meeting overhead without compromising service quality — by incorporating an intelligent technology into its systems.
One AI-powered workflow
MakeWebBetter designed and delivered an AI-powered workflow using Claude, alongside a meticulous approach tailored to HAKE's internal processes — all while complying with their personalised brand tone and external communication.
An intelligent layer across every system
The processes are now reformed with an intelligent layer, enabling automated meeting prep-ups, meeting agendas, post-meeting summaries, owner-tagged action items, and auto-syncing real-time context across systems: calendar, HubSpot CRM, Zoom, and local drives.
Dozens of hours reduced to minutes
HAKE estimates the change saves 45 minutes of manual work per client meeting — which roughly translates to 37.5 hours weekly.
MakeWebBetter didn't just hand us a tool — they sat down with our team, understood exactly how we work, and tuned Claude to sound like us. The result runs quietly behind every client meeting and gives our consultants their time back for the work that actually matters. Claude has genuinely changed how we operate, and with MakeWebBetter alongside us, we're building HAKE into an agency that runs on AI agents, not just uses them.
What We Were Up Against
HAKE was outgrowing its tech for orchestrating meetings. As the clientele expanded rapidly, the manual overhead felt like a timesink for consultants — and a quiet tax on the business.
Before each meeting, consultants had to manually pull account history, prior commitments, and recent CRM activity. The same manual workarounds followed them into post-meeting documentation, assigning actions, and updating records. On top of consuming valuable time, it also created inconsistencies across accounts.
The process barely worked. The HAKE Digital team was eager to:
- Reduce time spent preparing for meetings
- Standardise meeting summaries and action tracking
- Ensure client commitments were consistently captured
- Keep HubSpot up to date without relying on manual data entry
Reduce time spent preparing for meetings
How We Delivered It
Claude was made to own the entire meeting lifecycle. The intelligent workflow was deployed into HAKE’s project success process, which spanned across a set of tools.
Discovery Sessions with HAKE Team
The implementation began with a discovery phase to understand how consultants prepared for meetings and managed client records. Drawing from this, we analysed the personalised brand tone and defined guidelines for Claude. So that every briefing, agenda, and recap reads in HAKE's voice rather than generic AI output.
Meeting Copilot powered by Claude AI
After piecing things together, we configured Claude to match HAKE's voice and integrated it into the systems supporting the meeting lifecycle — calendar, local drives, Zoom Meetings, and HubSpot CRM. The resulting workflow automated the entire process.
Smart Automation for Meeting Prep-up
To create a concise pre-meeting briefing, the Claude HubSpot integration was configured to:
- Read the calendar entries.
- Identify and associate relevant attendees and accounts.
- Gather context from HubSpot object records (company, contact, deal) and recent activities.
Based on this, Claude integration enabled building a tailored agenda for the meeting.
Post Meeting Enrichment
After the meeting, Claude ingests Zoom recording and transcript and auto-populates the following inside the HubSpot CRM.
- A structured meeting summary.
- Key decisions and discussion points.
- Clearly assign action items and task owners.
- Recommend next steps.
The outcome is then written back into HubSpot, ensuring account records remain accurate and current.
Human-in-the-Loop
We also embedded a review and approval system for consultants to validate information before it is finalized. This human review step remains part of the entire meeting orchestration process, which involves prep-up, documentation, and data syncing.
The Multi-fold Efficiency Gains
The Claude-powered implementation took the workflow all the way into production across live client accounts, where the automation delivered immediate operational benefits for HAKE.
Saving 35+ Hours Weekly
Meeting preparation, note-taking, and CRM updates no longer require extensive manual effort, freeing consultants to focus on client-facing work.
Consistent Client Communication
Every client receives a structured recap with clear actions and ownership, regardless of which consultant leads the engagement.
100% CRM Accuracy
Real-time context spread across meeting outcomes is now automatically documented and reflected in HubSpot, helping maintain a reliable and up-to-date view of client activity.
Increased Bandwidth
By ridding them of repetitive administrative tasks, consultants are now empowered to spend more time delivering value to clients rather than managing meeting logistics.
