Tuco Marine Group

Every lead started with half an hour of groundwork

Lars Juhl would find an interesting lead, and then the same routine started. Who are these people? What do they build? Is there a project coming? Who is the right person to talk to? Has Tuco worked with them before? Is there even a reason to call?

He worked through Google and LinkedIn, tracked down the contacts, and pulled together what he needed. Then it all had to go into Capsule CRM by hand: the company, the contacts, the opportunities, the tasks.

20 to 30 minutes a lead, before a single email was on its way. A good part of that was plain data entry.

Lars has been a shipowner and worked in project cargo and heavy-lift, so he knows this market. He was still spending part of his day moving information from one screen into another. That work didn't need any of what he knows.

We watched the work before we built anything

We didn't build SIA from a description of how Tuco sells. We built it from watching Lars and Noah do it.

That distinction matters, because Tuco's problem isn't the one most sales automation is built for. They don't need to send more emails. They need to find the right company at the right moment, understand why it is interesting, and start the conversation from something solid.

So we looked at everything that happens before the call. What does Lars look for when he researches a company? What makes him mark a project as interesting? Which connections change the picture? What has to end up in the CRM? And what does he know about this market that no sales manual has ever written down?

That became SIA.

SIA runs inside Claude. It researches companies, finds the people worth contacting, prepares the outreach, and writes the work back into Tuco's CRM. Lars asks it to look at a company, find contacts, or draft something. SIA does the groundwork, and Lars judges what comes back and takes it from there.

The research doesn't stop at what is on the open web. SIA knows Tuco's products, its segments, and the signals that make a lead worth attention: why a newbuild SOV can matter to Tuco, where FRCs and daughter crafts sit in the market, and which existing relationships make an approach relevant.

That was the part that made the difference for Lars.

"It only became truly impressive once Sewar had followed our daily routines and trained the agent on our actual ways of working. The result was simply mindblowing. The agent could not only automate tasks, it could help us see connections, suggest next steps, and support our outreach in a way that felt far more intelligent than I had thought possible."

A connection in Singapore

At one point Lars pointed SIA at a company in Singapore.

While researching it, SIA turned up something that was on no ordinary lead list. The Danish country manager had once been CEO of a company where Lars himself sat on the board, alongside that company's founder.

That changed how Lars could make the approach.

In his own words:

"That kind of connection is extremely valuable in professional sales, because it makes outreach far more relevant, personal, and precise."

SIA found it because it wasn't only reading up on the company. It knew who it was working for. Lars wasn't just another user. SIA knew his background, the roles he has held, and the context that could matter in the sales work.

That is the difference between finding information and knowing which piece of it matters to the person who has to use it.

10 days live

Our first measurement of SIA in production ran from April 10 to April 20. In those 10 days it created, among other things:

It also updated 138 contacts that were already in the CRM and ran 304 searches. In total the system logged about 1,100 successful tool calls.

We estimate the parts of that work that would otherwise have been done by hand at roughly 28 hours. That is our own estimate, not a measurement of staff hours saved. We counted only the actions with a reasonable human equivalent, and left out the internal calls SIA makes to orient itself.

SIA's own execution time for the period was under 12 minutes.

It doesn't sell for Lars

SIA finds information, connects it to what Tuco already knows, keeps the CRM current, and gets the groundwork ready.

No email leaves because SIA wrote it. Lars reads it first and decides what happens next. That matters in the way Tuco sells. SIA can spot a signal, find a connection, and pull the relevant material together, but Lars is the one who knows how to take it from there and build a relationship with the customer.

The point was never to automate the salesperson away. It was to spend less of his time on the work that sits around the selling.

It's still in use

SIA wasn't a pilot that ended when the presentation was over. It is still part of the daily sales work at Tuco.

Lars describes it like this:

"The sales agent can now help us draft outreach emails, create relevant tasks in the CRM, and remind us to follow up. It saves time, raises the quality, and makes our sales process more structured."

Tuco and Ellypsis have kept working together since, so SIA can be adjusted as the work changes, and we have started on the next project together.

Lars ended his reference like this:

"Sewar gets my warmest recommendation. He is genuinely good at turning AI from a buzzword into concrete business value."

Lars has agreed to talk to companies that are considering working with us. If you would rather hear it from him than from us, write to Sewar and we will make the introduction.