---
title: "Inside AGMM: the AI systems that run our business"
description: "How AGMM runs its own business on AI: one of our knowledge bases holds 4,535 notes and 5.9 million words, with the systems that use it drawn department by department."
canonical: https://agmm.co.uk/evidence/
updated: 2026-11-05
updated_basis: build date; the page states no review date
publisher: AGMM (https://agmm.co.uk/about/agmm.json)
lang: en-GB
---

Our own business, open for inspection

# Inside AGMM: the systems that run our own business

Inside AGMM is how we run our own business on AI. One of our knowledge bases holds 4,535 notes, 5.9 million words and 1,023 skills. Around it sit the systems: a content line, an autoposter with platform receipts, outreach engines and a fleet of models with reviewers. Under the hood it is folders, files and links.

[Book a free 30-minute fit call](https://agmm.co.uk/ai-constraint-audit/#book) [See what the £2,000 audit covers](https://agmm.co.uk/ai-constraint-audit/)

Or call [0161 543 7189](tel:+441615437189) . Prefer to read first? [Walk the rooms](https://agmm.co.uk/evidence/#rooms) .

The operating brain

Each ring is an area of the business, 17 in all

Each bead is a note, each arc a link between two

Projects, 2,475 notes

Drag to turn it. It lights one area at a time.

## The seven rooms

Most firms ask you to trust a percentage. We would rather show you the systems that run our own business, every department, with the receipts.

What follows is not a mock-up. It is the business we run every day, one department at a time. We built these systems six to twelve months before off-the-shelf tools for them existed, and if they were not good, we would be the first to suffer.

1. [IThe operating brain](https://agmm.co.uk/evidence/#brain)
2. [IIThe whole company, department by department](https://agmm.co.uk/evidence/#company)
3. [IIIMarketing: ads scored against 10,000 buyers](https://agmm.co.uk/evidence/#marketing)
4. [IVSales and relationships](https://agmm.co.uk/evidence/#sales)
5. [VOperations and the model fleet](https://agmm.co.uk/evidence/#operations)
6. [VIKnowledge and learning: 1,023 skills](https://agmm.co.uk/evidence/#knowledge)
7. [VIILeadership: 95% runs without the founders](https://agmm.co.uk/evidence/#ninety-five)
8. [→Your business](https://agmm.co.uk/evidence/#yours)

Room I

## The operating brain

Everything the business knows sits in one place: decisions and why they were made, how each job is done, what every client asked for, what went wrong and what fixed it. Every system in the rooms that follow reads from it before it acts, which is why the work comes out in our voice and to our standard.

Enter the brain

The same knowledge base, drawn as a map

From the whole business down to a single sentence

Real notes, real links, real word counts. Titles removed.

Press Enter the brain, or use the slider to zoom.

1 business 17 areas 239 clusters 4,535 notes 5.9 million words

One of our knowledge bases, drawn as one map. Each cluster of dots is a pile of notes on one subject.

Click the map, then scroll to zoom. Tap the map, then pinch to zoom.

**notes, each one a decision, a procedure or a lesson**: 4,535

**words, written in our own voice**: 5.9 million

**links, so one note leads to the next**: 3,858

**skills: procedures the systems run**: 1,023

Counted on 12 October 2026. One of several knowledge bases in the business. Titles are removed; the structure, links and word counts are real.

For your business, in leadership and customer service: answers in seconds instead of a search through inboxes, and new people who pick up how you do things in days, not months.

Room II

## The whole company, department by department

A £1m to £50m business has twelve departments, and each one leaks time and money in its own way. This is what every one of them looks like messy, organised and running, on the same pattern we use ourselves. Choose any department for one example walked through from start to finish.

Every department, as most £1m to £50m businesses run today: inboxes, spreadsheets, WhatsApp groups, sticky notes and the know-how in people’s heads.

Where the decisions land

Leadership and decisions

Priorities, the board pack, the calls only owners make

Board pack v9 FINAL.pptx Numbers from three places Ready Thursday, maybe

**Board pack** : built Monday from live numbers

Q4 priorities? hire ops mgr new site?? fix cash

**Priorities** : one page, owner per line

WhatsApp: Directors41 Can we afford the second van?

**Decisions log** : what, why, who, when

Re: Re: the Hartley tenderWho is pricing this? 9

**Big bids** : margin view per bid

Runs by itself

- Board pack assembled from live numbers
- Every decision logged with its reasons
- Risks surfaced before the meeting

Your call Price the big tender

Win and deliver the work

Marketing

Ads, campaigns, the website, content

Meta Ads Manager 3 campaigns live Last checked: Tuesday

**Ads** : every creative scored and tracked

post something this week!!

**Content** : one line of the plan

campaign ideas (old).docx Spring offer? Ask Jo about the logo

**Campaigns** : brief, budget, results

Runs by itself

- Thousands of ad creatives scored for fit
- Budget moves to what is working
- Content posted on five platforms

Your call Approve the new offer

Sales

Enquiries, pipeline, proposals, follow-up

CRM: Leeds enquiry CompanyBramley Ltd Stageempty Next stepempty

**Pipeline** : every deal, stage and next step

New enquiry: 40 staffSent 3 days ago 1,284

**Enquiries** : answered and logged

call back Sarah (which Sarah?)

**Follow-ups** : dated, owned, sent

Runs by itself

- Every enquiry answered inside minutes
- Follow-ups sent on the day they are due
- Proposals drafted from the call notes

Your call Price the big proposal

Operations and delivery

Scheduling, jobs, the work itself

Rota (week 41) Mon: Dave + ? Tue: van in garage Wed: ??

**Schedule** : live, by crew and day

WhatsApp: Ops team34 Has anyone got the job sheet?

**Job packs** : one per job, complete

Job #2417 sheet Site visit Thu Materials: see email

**Handovers** : checklist per stage

Runs by itself

- Schedule rebuilt when a job moves
- Job packs assembled before the crew leaves
- Customers told when plans change

Your call Move a job for a key client

Customer service

Complaints, questions, aftercare, retention

Re: Re: Re: still waitingThird time asking... 312

**Cases** : one per customer issue

Mrs Patel rang twice, not happy

**Call notes** : on the customer record

Refunds?? policy.doc Depends who you ask

**Policies** : refunds, goodwill, escalation

Runs by itself

- Every message answered with the full history
- Refunds inside policy settled the same day
- Unhappy customers flagged before they leave

Your call Goodwill for a key account

Run the company

Finance

Month-end, invoicing, cash collection, forecasting

Month-end v7 FINAL (2).xlsx

**Month-end** : September, reconciled

INV-0193 14 days overdueChase? Who chased? 27

**Invoices** : by customer, with chasers

Receipts (Sept) unmatched

**Receipts** : matched to bank lines

Runs by itself

- Bank lines matched overnight
- Payment chasers sent on the day they fall due
- Cash forecast refreshed every morning

Your call Write off a large debt

People

HR, onboarding, training and educating staff

Onboarding checklist lives in Karen’s head

**Onboarding** : starter pack per role

Training 2019 Health and safety

**Training** : assigned, tracked, refreshed

holidays_2026.xlsx

**HR records** : one place, access controlled

Runs by itself

- New starters ready before day one
- Training assigned and followed up
- Questions answered from the handbook

Your call Make the hire

Suppliers and procurement

Buying, stock, supplier terms

PO 4471 Approved by: ? Price: as last time

**Orders** : approved, matched, received

We have run out of 22mmUrgent, site waiting 6

**Stock** : reorder points per item

Price list 2024.pdf Probably still right

**Suppliers** : terms and prices, current

Runs by itself

- Stock watched against reorder points
- Supplier prices compared on every order
- Invoices checked against what arrived

Your call Switch the main supplier

Custom systems

The bespoke parts generic software cannot fit

MASTER_do_not_touch.xlsm

**Your pricing logic** : a system, documented

only Dave understands the macro

**How it works** : written down

Zapier: 14 zaps 3 failing since June

**Integrations** : monitored, owned

Runs by itself

- Your own rules, running as a system
- Integrations watched and repaired
- Every change tested before it ships

Your call Decide what to build next

The foundations every department reads

Customer data

One true record of every customer

customers_FINAL.xlsx

**One record per customer**

customers_final_v2.xlsx

**History** : every order, job, message

Mailchimp export.csv 4 versions of Bramley Ltd

**Consent** : who agreed to what

Runs by itself

- Every department writes to one record
- Duplicates merged as they appear
- Each customer’s value and risk kept current

Your call Choose which customers to grow

Knowledge and learning

How you do things, written down and searchable

How we price it in Mike’s head

**How we work** : every process, written

New Folder (14) Shared drive

**Lessons** : what each job taught us

Wiki: last edited 2021 Probably out of date

**Answers** : searchable, with sources

Runs by itself

- Every answer written once and reused
- Lessons filed after every job
- Agents read it before they act

Your call Sign off a new process

Privacy and security

Data protection, access, compliance

GDPR 2018 Compliance folder

**Policies** : current, reviewed

Subject access request30-day deadline !

**Requests** : logged and answered on time

Passwords.xlsx

**Access** : who can see what, logged

Runs by itself

- Data requests answered inside the deadline
- Access reviewed and logged
- Nothing leaves without a rule

Your call Approve a new supplier’s access

Select any department to see it messy, organised and agentified, with one example from inside it.

### Where our own systems sit on the map.

Five of the twelve departments are opened up in the rooms that follow, each one a real system running our own business. The other seven follow the same pattern, and they are the ones we build for you.

1. [Room VIILeadership and decisionsDecisions filed in the brain with their reasons. The founders keep the 5% that is judgement.](https://agmm.co.uk/evidence/#ninety-five)
2. [Room IIIMarketingClef scores every ad creative against 10,000 buyer personas. The content line and the autoposter are one small part.](https://agmm.co.uk/evidence/#marketing)
3. [Room IVSalesOutreach engines on Instagram and LinkedIn that find, qualify and send inside daily caps.](https://agmm.co.uk/evidence/#sales)
4. [Room VOperations and deliveryA fleet of models, each job on the lane built for it, with a reviewer gate on every output.](https://agmm.co.uk/evidence/#operations)
5. [Rooms I and VIKnowledge and learningThe operating brain and the 1,023 skills every system runs on.](https://agmm.co.uk/evidence/#knowledge)

For your business, in every department: yours is the department where the same pattern pays back soonest, and the £2,000 AI Constraint Audit finds which one that is.

Room III, Marketing

## Thousands of ads, scored against 10,000 buyers

Marketing is where we go deepest, because it is where spend is easiest to waste. Clef, the audience-fit model we run on Cloudflare Workers AI, scores every creative against buyer personas built from the public Facebook Ad Library before any money is spent. The winners get the budget. The rest are retired.

Clef the audience-fit model we run on Cloudflare Workers AI

Demonstration of our real architecture. Volumes illustrative.

**Ad creatives in this run**: 4,000

**Buyer personas, built from the public Facebook Ad Library**: 10,000

**Fit scores, every creative against every persona**: 40 million

From the content line the next creatives, scored before any spend

Month-end in a day, not a week.

Finance Static

1. **New starters ready on day one.** People
2. **Hours back in all twelve departments.** Whole business
3. **Every complaint answered with the whole history.** Customer service

0.74 average fit across 10,000 personas

Strongest with **Professional services FDs**

**2,310** personas score above 0.7

Scaled: more budget tomorrow

10,000 buyer personas built from the public Facebook Ad Library. Each square is one persona. Hover or tap one to meet them.

- Owner-directors, construction and trades 1,300
- Operations directors, manufacturing 1,200
- Finance directors, professional services 1,000
- Managing directors, logistics and distribution 800
- Practice owners, healthcare and dental 700
- Sales directors, B2B services 1,200
- Founders, e-commerce and retail 1,000
- Owners, property and lettings 900
- People directors, multi-site businesses 1,000
- Operations leads, hospitality and leisure 900

Today’s ad budget moves to the winners every day, by itself

Board pack builds itself Enquiries in ten minutes Stop retyping jobs Month-end in a day Ops director at 7pm Cash collected overnight

Retired before they spent much

- Work smarter, not harder.Low fit in every segment.
- AI for every business, today.Nobody could tell what it does.

Outreach engines

The same fit scores decide who the Instagram and LinkedIn engines contact first, with daily caps, randomised timing and a hard stop on any checkpoint.

Autoposter

Winning angles also go out organically, up to 10 posts a day on TikTok, Instagram, Facebook, YouTube and LinkedIn. One small part of marketing.

This run so far

**4,000** creatives in, **310** scaled, **2,140** retired, the rest still being tested on small budgets.

A person signs off the offer and the monthly ceiling. Under it, the scoring, launching and retiring run every day.

### The content line, one small part of Marketing.

Behind the ads sits a production line that feeds them: up to 15 short videos and one YouTube film a day, written, storyboarded, voiced, rendered, checked and published by a line of models. There is no content team. Every piece passes automated quality gates and a review, and nothing counts as published until the platform's own receipt comes back.

A day of output

Sixteen pieces, from storyboard to published

Demonstration of our real architecture. Timings compressed.

Scroll to run the day. Hover or tap a frame to open it.

1. **1** Storyboarded The idea becomes shots, frame by frame.
2. **2** Voiced Narration, one sentence at a time.
3. **3** Rendered Frames built and laid out.
4. **4** Passed the gates Layout, voice and claims checked by a different model.
5. **5** Published Live, with the platform’s own receipt.

### One idea, five platforms.

The same line takes one idea and splits it, like light through glass, into short videos, a long film, captions and posts, up to 10 posts a day. Each one is published natively, then checked against the platform's own record. No receipt, no tick.

1. **1** One idea goes in.
2. **2** Four formats come out.
3. **3** Five platforms publish them.
4. **4** Each platform sends a receipt back.

06:00 one day, compressed to twenty seconds

Demonstration of our real architecture. Timings compressed.

For your business, in marketing: every pound of ad spend goes to the message that already fits your buyers, and your campaigns, offers and content stop depending on one person remembering.

Room IV, Sales and relationships

## The correspondence

Adam built our outreach engines months before the market's tools existed. On Instagram, one engine finds people, qualifies them and sends. On LinkedIn, another finds the conversations worth joining and joins them, with ramped daily caps, randomised timing and a hard stop the moment a platform asks a question.

Letters, sorted

Two engines, four stages each

Every slip is one person or one message

Demonstration of our real architecture. Timings compressed.

1. 1Found

   People who match the buyer profile.
2. 2Qualified

   Checked first, so only good fits get a message.
3. 3Sent

   A personal message, inside a daily cap, at randomised times.
4. 4Replied

   The conversation starts. A hard stop if a platform ever asks a question.

Demonstration of our real architecture. Names and messages are invented.

### How the LinkedIn comment engine behaves

Each row is a day and each mark is one comment. The cap rises slowly, the timing inside each day is randomised, and on day eleven a checkpoint appears. The engine stops dead and waits for a person. Nothing is clever about getting an account restricted.

*Illustrative fortnight. The caps, the randomised timing and the hard stop are how the engine really behaves.*

For your business, in sales: every enquiry answered while it is warm, every follow-up sent on the day it was promised, always inside limits you set.

Room V, Operations and delivery

## The model fleet

Most firms pay the priciest model to do everything, then check nothing. Our fleet sends each job down the lane built for it, and a separate reviewer checks every output before it counts. Rejected work goes back with notes. Receipts, or it did not happen.

The switching yard

Jobs arrive on the left and are routed to a lane

Finished work passes the reviewer gate or goes back

The lanes and the gate are how our fleet really works. The jobs are a demonstration.

Hover or tap a lane to light its track.

Every output passes the gate before it counts. Nothing is published, sent or shipped on one model's word.

For your business, in operations and finance: AI that costs what each job is worth, and no month-end figure, customer email or supplier order goes out on one model's word.

Room VI, Knowledge and learning

## The library of 1,023 skills

Each skill is a procedure our systems run: written down, tested, and kept. When a model picks up a job, it takes the right book off the shelf. When we learn something the hard way, a book gets better, and every system that reads it improves the same day.

Working library

1,023 skill packages, tested and versioned

Shelved in 16 kinds, from outreach to finance

Titles are categories; the procedures stay private.

Drag the shelf. Hover or tap a spine to read what it does.

### The shelf, kind by kind

**Video craft**: Scripts, storyboards, pacing and sound for short films and long ones. How a piece earns the next ten seconds.

**Quality gates**: Checks that can fail: layout, voice sync, claims, tone. Nothing ships past a gate it has not passed.

**Publishing**: Posting to five platforms on schedule, then reading back each platform's own receipt as proof.

**Outreach**: Finding and qualifying the right people, writing to them well, with daily caps and hard stops.

**Research**: Reading sources properly, citing them, and refusing to guess when the source is silent.

**Writing voice**: Plain UK English, short sentences, and the tells a sharp reader would catch and distrust.

**Pricing and proposals**: How an offer gets priced and sanity-checked against what the work really costs, before anyone sees it.

**Records and CRM**: Keeping customer records accurate, deduplicated and traceable back to where they came from.

**Browser work**: Driving real websites the way a careful person would, and checking the result on the page.

**Model routing**: Which model gets which job, what it costs, and which reviewer checks its work.

**Web and deployment**: Building pages, shipping them and verifying them live, not just in a file.

**Operations**: Daily logs, handovers and the routines that keep a business running when nobody is watching.

**Knowledge upkeep**: Filing, linking and retiring notes so the brain stays true and old answers stay buried.

**Design**: Layout, type and image rules that keep everything looking like it came from one studio.

**Meetings and follow-up**: Preparing, summarising and making sure the agreed next step happens.

**Finance and admin**: Invoices, costs and the numbers that have to reconcile at the end of the month.

### Every skill, in one field.

A skill is one piece of how we work, written down so a system can do it the same way every time. Each tile below is one real skill, grouped by what it does. Filter by group, or search for the kind of work you care about.

Search skills

Groups assigned from each skill's own description. Hover or tap the field to look closer.

For your business, in people and training: what your best people know, written down once and used every time, so it stops walking out of the door at half five and every new starter is productive in their first week.

Room VII, Leadership and decisions

## 95% runs without the founders

Every square is a piece of work in a week at AGMM. Almost all of it is done by the systems in the rooms above. Sam and Adam keep the 5% that is judgement: the calls that matter most, such as what to build, what to price and who to hire.

95%

of AGMM runs without Sam and Adam. The systems carry it, every day, at a volume a large team would struggle with.

5%

is theirs: the calls that decide whether a build pays.

1. Client builds
2. Proposals and pricing
3. Running client systems
4. Outreach engines
5. Content line
6. Autoposter
7. Model fleet
8. Quality gates and review
9. The operating brain
10. Research
11. Finance and admin
12. Library and learning

Sam and Adam’s 5%

Pricing the big build

A multi-site rollout: the scope, the price and the phasing.

An agent sits in, takes notes, and files what was decided.

The hire

Who joins next, and which part of the work they own outright.

An agent sits in, takes notes, and files what was decided.

The strategy call

Which sector to go deeper into next quarter, and what to say no to.

An agent sits in, takes notes, and files what was decided.

The relationship

The quarterly review with a client’s board, in the room.

An agent sits in, takes notes, and files what was decided.

A week at AGMM, illustrated. Each square stands for five pieces of work done by our systems. Gold squares are the calls that need a founder. Volumes illustrative.

For your business, in leadership: owners who spend the week on the decisions only they can make, while the repeat work carries on around them.

Your business

## What this looks like in your business.

Your business already has its own version of every room above. It is just scattered: across inboxes, spreadsheets, a CRM nobody trusts and the heads of two or three people. Getting it to work for you is the same four steps we took ourselves.

1. ### Messy

   Month-end figures retyped into the board pack, new starters waiting a week for logins, prices in one person’s head and a CRM nobody trusts. Every answer starts with a search, and every new hire starts from scratch.
2. ### Organised

   One place for how you price, how you win work, how you hire and how you deliver, with the links between them kept. Your knowledge, filed properly, in your own words.
3. ### Agentified

   Systems that read that knowledge and do the repeat work: closing the month, chasing the reply, onboarding the starter, updating the record, and checking everything before it goes out.
4. ### Hours and margin back

   Faster turnaround, fewer mistakes, capacity without hiring, and decisions made with the full picture in front of you instead of a guess.

Systems built

## What we have put into ordinary use.

1. [01Custom CRMsOne place to manage customers, enquiries, follow-ups and the work your team needs to do next.](https://agmm.co.uk/services/custom-crm-development/)
2. [02Scheduling and delivery systemsSystems that stop delivery depending on somebody remembering: bookings, staff availability and customer updates carried through one process.](https://agmm.co.uk/services/scheduling-and-booking-software/)
3. [03Custom process systemsPurpose-built systems for the awkward operational process that generic software cannot fit, from intake and approvals to delivery and reporting.](https://agmm.co.uk/services/custom-process-systems/)

What an engagement looks like

## A worked example, using our published prices.

**This is an illustration, not a client record.** The hours below are the same illustrative week our audit graphic reads; the prices are the ones published on this site. When we have a client case study we can publish with permission, it will replace this and say so.

- A fourteen-day audit reads one real fortnight of diary and finds 11.5 of 36.5 weekly hours are collection, retyping and chasing that software could carry.
- The audit costs £2,000 and ends in a written constraint map, the measurements and a custom build proposal scoped to the opportunity.
- If the numbers land small, the recommendation is not to build, and the £2,000 still bought the answer.

Checked in public

## AGMM's work is reviewed in public.

> ★★★★★
>
> Top quality service, smooth process from start to finish. Everything was explained clearly and they done exactly what I wanted all for a great price too. I can not recommend these guys highly enough! Absolutely superb!
>
> Mark Cradduck

> ★★★★★
>
> From start to finish was an absolute pleasure. Sam went above and beyond. Nothing was to much trouble, even helped set up an extra invoicing app. Top quality service highly recommend
>
> Micheal Walsh

> ★★★★★
>
> Recently started working with these guys! I am blown away by the impact they have made on my business already! Very happy with the adaptability and customisation they have offered so far!!
>
> Braden Lee

[Read the reviews on Google](https://share.google/CRQoXkpWkF6sD3uEu)

What is missing

## What we cannot show you yet.

We do not publish before and after percentages, hours saved or return on investment figures for client work, because we do not yet have a way to measure them that would survive you checking it. Plenty of firms publish those numbers anyway. We would rather show you our own operation, which you have just walked through, and measure yours properly in the Audit.

When we can measure client outcomes properly they will appear here with the method attached. Until then, the rooms above are our proof: real systems, running our own business, today.

## Find what is worth changing before you fund a build.

The fourteen-day audit maps constraints across the business, tests viable AI opportunities and ranks what deserves capital. It may recommend no build.

[Book the free fit call](https://agmm.co.uk/ai-constraint-audit/#book) [See what it costs](https://agmm.co.uk/what-it-costs/)

The Audit: £2,000, 14 days, three working sessions, four outputs you own.

Leadership and decisionsboard packs, management reporting, the calls only you can makeStart here Salespipeline, proposals and follow-up Marketingcampaigns, ads and the content line Operations and deliveryscheduling, hand-offs and getting the work out Customer servicecomplaints, renewals and retention Financemonth-end close and cash collection Peoplehiring, onboarding and training staff Privacy and securitycompliance and data requests Customer dataone true record of every customer Knowledge and learninghow you do things, written down and taught Custom systemsthe parts generic software cannot fit Suppliers and procurementstock, suppliers and buying decisions

1. **Messy** Packs built by hand the night before
2. **Organised** One set of figures every Monday
3. **Running** Packs assemble themselves; you decide

***Lit: Leadership and decisions, where the call starts.** The audit then looks across all twelve departments for constraints, weak points and money to save or earn.*

---

Source: https://agmm.co.uk/evidence/ · AGMM, a UK AI consultancy · company facts: https://agmm.co.uk/about/agmm.json · every page: https://agmm.co.uk/llms.txt