AutomateNow Lab | Independent App Reviews for B2B Sales and CRM

Most organisations are not short of apps. They are short of certainty about which ones are worth it.

AI is moving fast. New tools appear every week. Some are genuinely useful. Many are not. The challenge is not finding apps, it is knowing which ones will actually work inside a real business without adding complexity, cost, or noise.

Buying decisions get made on demos, recommendations, and pricing pressure. Nobody stops to ask: does this deliver a real business outcome, or does it just look good in a pitch?

That is what AutomateNow Lab is for.

The challange we solve

You do not know what you do not know

The app landscape is growing faster than any one business can track. Most leaders are making decisions with incomplete information.
A good demo is not the same as a good result

Apps are built to impress in controlled conditions. What matters is how they perform inside a live sales environment, with real data and real teams.

Time spent evaluating tools is time not spent on growth

Testing, piloting, and assessing new technology takes resource. Most businesses cannot afford to get it wrong twice.
Adoption is the real measure of value

An app that nobody uses is not an asset. It is an overhead.

Why this matters

The number of business applications is not slowing down. It is accelerating.

Think of it like a river that keeps rising: organisations that do not have a clear process for evaluating tools will find themselves underwater, paying for things that do not move the business forward.

AutomateNow Lab exists to give leaders a clear, independent view of which tools are genuinely worth their attention and their budget. Our advisors test apps within a real sales context, specifically around CRM, prospecting, and revenue operations, so the review reflects what actually happens in practice, not what the vendor promises.

When an app earns a strong score, we say so. When it does not, we say that too.

Our 4 step approach

1

Apply

App creators submit their tool for review. We assess fit and decide whether it is relevant for the businesses we work with.

2

Test

Our advisors put the app through its paces inside a live sales environment. We look at CRM integration, prospecting capability, data quality, adoption, and business outcome.

3

Review

We gather feedback from our community of B2B leaders and operators. Their experience matters as much as our advisors' assessment.

4

Report

.We publish a clear, honest report covering what the app does, what it does well, where it falls short, and our overall recommendation.

What are the outcomes?

You stop guessing about apps. If you are not sure whether a tool is worth your time or money, check whether we have reviewed it. We will tell you what we found.
You protect your budget. Apps need to earn their place. Our reviews give you the confidence to invest in the right tools and walk away from the wrong ones.
You get your time back. Evaluating technology takes longer than it should. Let us do the heavy lifting so your team can stay focused on growth.

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Try our Sales Readiness Audit

How have we helped them?

85% growth from training

We built a clear growth plan by understanding company pain points.

80% contact growth

Optimized HubSpot to improve sales and marketing performance at scale.

£50k sales unlocked

CRM clean-up revealed qualified leads and boosted sales productivity.

10x prospect outreach

Salesforce-to-HubSpot migration unlocked cleaner data and faster sales

Sales-ready foundations

Automated systems and clean data improved sales efficiency.

Frequently asked questions

1. What is AutomateNow Lab?

AutomateNow Lab is an independent review programme where our advisors test business apps and AI tools inside a real sales environment. We assess whether they deliver genuine value for B2B organisations, specifically around CRM, prospecting, and revenue operations, and publish honest reports on what we find.

2. Who carries out the reviews?

Reviews are led by AutomateNow advisors with hands-on experience across professional services, technology, media, and finance. We also gather feedback from our community of B2B leaders and operators who use the tools in their own businesses. This means our scores reflect real-world experience, not just a controlled test.

3. What kinds of apps do you review?

We focus on tools that affect how businesses sell, prospect, and manage customer relationships. That includes CRM platforms, AI prospecting tools, data enrichment tools, sales automation software, and revenue operations technology. If it touches the sales environment, it is relevant to us.

4. How is AutomateNow Lab different from other app review sites?

Most review platforms collect user ratings. We test apps inside a live business context, with advisors who understand what good looks like in practice. Our reviews are outcome-focused, not feature-focused. We are not paid to recommend anything. If a tool does not deliver, we say so.

5. How do you score the apps you review?

We score apps out of five across a set of criteria including ease of adoption, CRM integration, data quality, impact on prospecting and sales outcomes, and overall business value. Apps that score four out of five or above are recognised as Lab-recommended tools.

6. I am not sure whether an app is worth buying. Can AutomateNow Lab help?

Yes. If you are evaluating a tool and want an independent view, check whether we have reviewed it. If we have, you will get a clear report. If we have not, get in touch and we will tell you whether it is on our roadmap.

7. I have built a sales or CRM app. How do I submit it for review?

App creators can submit their tool through the application process on this page. We assess each submission for relevance before accepting it into the programme. If your app is accepted, it goes through our full review process before any report is published.

8. How long does the review process take?

It depends on the complexity of the tool and how quickly it can be tested in a live environment. Most reviews are completed within four to six weeks from the point of acceptance.

Maximise HubSpot and drive growth

As a Diamond HubSpot Partner, AutomateNow helps you unlock the full potential of your HubSpot licence, aligning teams, systems, and processes to accelerate business growth.

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Whether you're looking to align your teams, streamline systems, or explore how AutomateNow can drive predictable growth, get in touch with our experts today.

Phone: +44 203 835 5084

Email: info@automatenow.uk

Web: www.automatenow.uk

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Anna Dragon

Head of Projects