The AI operator for RevOps.

LiveCRM keeps Salesforce and HubSpot true. It dedupes, standardizes, enriches, verifies, assigns, segments and scores your records, catches job changes and adds the people you're missing, all on a plan you approve. Every write is recorded, and any record can be put back.

An operator, not a copilot.

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16
deals lost per quarter to bad CRM data, on average (Validity, 2025)
76%
of companies say less than half their CRM data is accurate and complete (Validity, 2025)
40%
of a rep's week is spent selling (Salesforce State of Sales, 2026)
<40%
of sellers will see a productivity gain from AI agents by 2028, and Gartner's advice is to fix the data first (Gartner, 2025)

The problem

The bottleneck to AI was never the model.

Decay

Contacts change jobs, companies get acquired, territories shift, and none of it propagates automatically into Salesforce or HubSpot.

AI risk

Every agent, forecast, and automation reads the record as truth and acts on it at machine speed, errors and all. Nothing checks whether it is stale.

Rules break

Existing tools surface the problem. Nobody corrects it. Rules engines break when schemas change and need constant human upkeep.

For the CRO

What the CRO gets.

  • Coverage you can see. Which accounts in your market you hold, who you are missing at each one, and the gap closed when you approve it.
  • Renewals worked through the champion who is still there. Departures caught the morning they happen.
  • A forecast built on records that are true this week. Not last quarter's cleanup.
  • Reps selling instead of typing. The admin work runs as infrastructure.

For RevOps

What RevOps keeps.

Your rules, your permissions, your approval. The operator does the work your team never has the hours for, and it cannot do anything you have not allowed.

The Console

Describe the outcome. Read the plan. Confirm.

No rule builder, no admin queue. Describe what should be true of your CRM, and it shows you every run it intends to start before anything is written.

What an agent may do on its own, and what it must bring back as a proposal, is a permission you set at the tenant level, not a prompt it can talk its way around.

How the Console works
You

"We just inherited two thousand accounts from the Meridian acquisition. Dedupe it, standardise it, fill the gaps, tag it all as acquisition-sourced, route it by our territory rules, find the RevOps leaders we're missing, tell each owner what landed in their patch, and keep watching for anyone who leaves."

2,041 records read across 5 checks. 8 changes held for confirmation.

Answered on the spot

Count records · Read the assignment configuration · Preview a normalize scheme · Preview an enrichment run · Preview a create run

Held for you to confirm

  1. Deduplication Run

    The inherited accounts, matched on name, domain and address

    2,041 records

  2. Normalization Run

    Websites, cities, phone numbers and street formatting

    2,041 records

  3. Enrichment Run

    Accounts missing industry, revenue or employee count

    612 records

  4. Mass Update Run

    Source tagged as the Meridian acquisition, on every one of them

    2,041 records

  5. Assignment Run

    Routed by your territory rules, not by a name anyone typed

    2,041 records

  6. Create Run

    RevOps leaders at the hundred largest, where you hold nobody yet

    100 records, capped

  7. Alert Run

    Each owner whose patch changed, told what landed in it

    14 owners

  8. Job Change Run

    The contacts on those accounts, checked every morning from here on

    3,318 contacts

Confirm plan Illustration of a held plan. This control is not live.

The MCP

Research on one side. Records on the other.

LiveCRM is an MCP server as well as a product. Sixty-seven tools your agent can call directly. Thirty-seven of them only read, so it can ask anything about your CRM for free. Everything that would change a record sits behind a permission you grant. Creating a run and dispatching one are separate permissions, so an agent can compose every change and execute none of them. Every write that does happen is recorded with the value before it.

Point it at Claude alongside ZoomInfo's MCP and the two divide the work cleanly, because they know different things.

ZoomInfo MCP

What is true of the market

  • Which companies exist, how big they are, where they are
  • What they are researching right now, and how strong the signal is
  • Who sits where in an org, down to the person who owns the data

Searching costs nothing. It knows nothing about your CRM.

LiveCRM MCP

What is true of your CRM

  • Which of those companies you already hold, and who is attached to them
  • What is missing, duplicated, misformatted or pointed at the wrong owner
  • Every tool, previewed with its cost before it runs

The only side that writes, and every write is reversible.

One asks what is out there. The other knows what you already have, and is the only one permitted to change it.

The MCP server in full

The tools

Everything an agent can ask for.

Grouped by what they do. The reads are free and immediate; the rest are the same tools the Console composes into plans.

Read your CRM

5 tools

Run a tool

12 tools

Look before you spend

5 tools

Runs and their findings

9 tools

Rules and configuration

9 tools

The review queue

3 tools

Audit and reversal

3 tools

Plans

3 tools

Every tool, and the permissions behind them

Both together

A Texas software play, in one conversation.

  1. ZoomInfoSoftware companies headquartered in Texas, over five hundred people, researching data quality right now. You get named companies, not a segment.
  2. ZoomInfoTake the strongest of them and map the revenue and sales operations org: who actually owns CRM data there, from the VP down to the analyst whose job title says so.
  3. LiveCRMHand those companies to the other side. Which are already accounts, who is attached to them, and what is missing on the ones you hold. The whitespace answers itself.This is the question a research tool cannot answer and a CRM cannot think to ask. It only exists when both are in the room.
  4. LiveCRMBuild the run that closes the gap: those RevOps directors and VPs, only where there is an email, capped at what you are willing to spend. Preview it before anything happens.Searching costs nothing and only creating is charged, so looking first is always free.
  5. YouThen you decide. Nothing is written until you confirm it, everything written is audited with its before-and-after state, and any of it can be put back.

What it corrects

Every way a record drifts out of true.

Job change is where this started, and it is now one tool among several. Each kind of drift has one that corrects it, and every one of them runs the same way: previewed before it costs anything, approved before it writes, audited after, reversible for ninety days.

  • The same company, three times. Duplicates detected and merged, with the surviving value chosen field by field.
  • One city, five spellings. Cities, streets, websites, phone numbers and countries all put into one canonical form.
  • Fields nobody ever filled in. Industry, revenue and headcount fetched from a provider, to a ceiling you set.
  • Records sitting on the wrong rep. Ownership routed by your territory policy instead of by hand.
  • People who have already left. The departure caught, the contact archived, the person created at their new employer.
  • Companies you do not have yet. The gap between your CRM and your market, brought in and attached.
All eleven tools

What changes

Correct data, quietly, as infrastructure.

  • AI initiatives actually work. Forecasting, scoring, agentic SDRs, and deal intelligence run on data that is continuously correct, not last-quarter correct.
  • Revenue protected at the renewal moment. Stale account ownership and contact churn surface before they cost you a deal.
  • RevOps hours redirected. Data hygiene runs as infrastructure, not as a quarterly fire drill.

Undo

When an agent gets it wrong, put it back.

A list build that pulled the wrong people. An enrichment job that overwrote good values. An agent that ran on the wrong filter. Every write is recorded with the value it replaced, so a whole run, or a single record, goes back to exactly how it was.

Where to go next

Three ways in.

Start by finding out what is already in there, see what it connects to, or read how it is being built.

AI Readiness Scan

Five checks against your own records: duplicates, field coverage, value consistency, how your rules perform, and whether your closed deals can describe your ideal customer. It writes nothing.

See what it checks →

Integrations

Salesforce and HubSpot as first class CRMs, ZoomInfo on your own contract, your Slack workspace, and optionally your own Anthropic key. Every one of them is your account, not ours.

What connects →

Notes from building it

How CRMs actually drift, what it takes to let software change a system of record safely, and what we see from the people who run revenue operations every day.

Read the blog →

Why this team

Built by a former CRO.

Jaime Muirhead · Founder and CEO

Jaime Muirhead was a chief revenue officer, helped take RingLead from early stage to its acquisition by ZoomInfo, then grew ZoomInfo's data business from $40 million to $160 million in 27 months. He has watched this problem from both sides of the table. Why he started LiveCRM

Russ Artzt · Advisor

Co-founded CA Technologies, the first billion-dollar software company, later sold to Broadcom for $18.9B. Decades of enterprise software at scale.

Pricing

Pay for action, not access.

Monitoring is freeWatching your entire TAM for changes costs nothing, at every tier.
Writes align cost with valueYou pay only when LiveCRM changes a record: creates, updates, merges, archives.
Scoped to your sizeStarter through Enterprise, with custom pricing at scale.
Pricing in full

Build versus buy

The alternative most teams reach for is building it themselves.

Most teams solving this reach for the same assembly: an automation tool wired to an agent layer, pointed at the CRM. That gets you action. It does not get you trust.

The do-it-yourself stack

  • Acts on your CRM with no approval step
  • No audit trail of what changed, or why
  • No way to reverse a bad write
  • You build, maintain, and debug every rule
  • Breaks when your schema or process changes

Autonomy with no control is exposure.

LiveCRM

  • Approved by default. You confirm before anything is written
  • Every action audited, with its reasoning and before-and-after state
  • Reversible on every write, with 90-day rollback
  • Configured in plain English, and it maintains itself
  • Adapts to reality instead of breaking on it

Autonomy on a governed control plane.

The question is not whether you can assemble something that acts on your CRM. It is whether you can trust it to. LiveCRM is the layer that acts, and can be trusted.

LiveCRM vs building it with Clay and Zapier

Get started

Start with a CRM you can trust.

Connect your CRM and see what LiveCRM finds. Reading your data is free, and nothing is written until you approve it. Or request a demo and we will walk through it together.

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