The Challenge
Eftsure is a B2B payment fraud prevention platform, protecting enterprises globally from scammers, hackers, and payment fraud. As the company scaled rapidly, its go-to-market function grew to 120+ people — including a 70-strong sales development and business development team operating across multiple regions. The Strategy and Operations (StratOps) team supporting all of them stayed the same size.
The pressure that created was immediate. Every outreach call required manual company research. Every incoming marketing lead needed to be individually qualified against an ideal customer profile. And the StratOps team — responsible for running these processes across the entire GTM function — didn’t have the headcount to keep up with the volume or maintain consistent quality.
In Shayan’s words: “In a growing business that’s scaling up rapidly, you’re hiring a lot of headcount for sales, for account management, for different go-to-market functions. But your StratOps team typically tends to stay the same size. So having access to AI and agentic AI has been extremely important in helping us do that in a scalable and efficient way.”
Earlier tools fell short. CRM automation, spreadsheets, and ChatGPT all hit the same wall: they could only follow fixed rules. “You told me ABCD, so you’re going to get ABCD,” Shayan said of traditional automation. “With agentic AI, there’s a little bit of that going on — and over time you learn how to work better together.”
The Solution
Eftsure started with a single proof of concept in early 2025: a Company Enricher Agent. Given just a company name and URL, it researches available sources across the web, identifies relevant contacts, enriches their data using lead enrichment tools, and delivers a structured summary to the CRM — ready for a salesperson to use in planning their approach.
The rationale was straightforward. The team’s sales methodology already built in two minutes of pre-call research per lead. Multiply that by 30 leads a day across a team of 70 reps, and the time savings became significant quickly.
From that starting point, the team built out a full MQL Workforce — a coordinated set of specialized agents for processing incoming marketing leads. The orchestrator agent, named Obi-Wan Kenobi, assesses each lead and routes it to the right agent in the workflow. If a lead looks like a strong ICP fit, it goes to Jar Jar — named, in Shayan’s words, because “it was an element of the work that was annoying, time consuming, and we didn’t want to do it manually.” Jar Jar researches the contact across LinkedIn and enrichment tools, then passes its assessment back. Leads that don’t clearly fit are routed to Darth Validator, which decides whether to escalate to a human reviewer or reject.
The shift from large, monolithic agents to a coordinated workforce of specialists was a deliberate architectural decision. “I think that’s how agentic AI actually works better,” said Shayan — “where you have these cross-collaboration between different agents, as opposed to these big agents that do it all.” Specialized agents like FinHunter (contact enrichment) and Addy Hunter (LinkedIn research) can be called across multiple workflows without being rebuilt.
Today, Eftsure has over 30 agents built across functions and regions, with 5–10 active at any given time. Relevance AI’s low-code platform meant that building wasn’t centralized with one or two specialists. Each StratOps team member owns and monitors the agents in their functional area — and agents go through regular performance reviews, just as any team member would.
To roll out to the wider GTM team, Eftsure introduced Relevance AI’s Chat interface — giving salespeople a familiar, conversational way to interact with agents directly, without needing to understand what’s running in the background. A BDM who needs enriched contact details can simply enter a name and LinkedIn URL, select FinHunter, and receive professional contact information, recent role changes, and relevant posts in seconds.
The Results
- 80%+ efficiency improvement in the time taken to process marketing qualified leads
- ~$100K saved in enrichment tool licensing costs, by consolidating multiple tools into Relevance AI
- ~1,400 hours per month in potential time savings across the SDR/BDM team, based on Shayan’s own calculation: two minutes per lead, across 30 leads per day, across ~70 reps over a 20-day working month
- A platform for global scale — “It’s helping us expand globally by allowing us to replicate ourselves,” said Shayan. The StratOps team now spends its capacity on strategic analysis, revenue intelligence, and growth opportunities that couldn’t be prioritized before
In Their Own Words
“It helps you do all of those repeatable BAU tasks that tend to take a lot of time. They’re important to do. But you’re finding [them] mind numbing, boring, or grunt work. It helps automate that. So it unlocks — I call it thinking time, to then go and do more value add work.”
— Shayan Shahnia, Head of Global Sales Strategy and Operations, Eftsure