11x saves 400+ engineering hours annually with Ampersand

11x builds autonomous digital workers for sales teams to support outbound prospecting, inbound qualification, and follow-up. Trusted by teams at Xerox, Checkr, Rogo, Leica Biosystems and UST, the company serves enterprise go-to-market (GTM) organizations, freeing their people to focus on customer relationships and growth. Supporting those organizations requires real-time integrations that enable agents to read, write, and react to CRM changes the moment they happen, even within complex enterprise permission setups.

11x is the creator of Alice and Julian, AI agents that help growth teams execute outbound and inbound workflows as part of their go-to-market motions. Both agents depend on integrations with systems of record, specifically CRMs, to gather context about prospects before every conversation and report outcomes afterward.

For Julian, the workflow began when a prospect submitted a form on an 11x customer’s website. The submission entered into that company’s CRM, and the integration needed to alert 11x so Julian could retrieve the context and call the prospect.

However, Muizz Matemilola, Member of Technical Staff at 11x, who leads deployments across 11x's global customer base, began noticing those integrations weren't working as expected. The company was working with different integration providers, but faced challenges with platform reliability, and their interfaces offered little help in diagnosing issues, leaving Muizz to investigate integrations himself. “Customers would call me in the middle of the night and ask why their calls weren’t coming through,” Muizz recalls.

For 11x customers, these integration problems put sales opportunities at risk. When the integration failed to notify 11x that a prospect had submitted a form, Julian did not make the expected follow-up call. Even when the integration worked, it could still take around 10 minutes for the agent to act. In either case, a prospect left waiting could fill out a competitor’s form before hearing from the business they had contacted.

At the root of both of these issues sat the problem of integrating agents with systems of record. “We work with enterprise teams, and everybody configures their CRMs in their own way,” said Muizz. “As a company grows bigger, they rely even more on these systems and they build internal architecture around these products. We have to account for the other internal systems that are connected, which can complicate provisioning the permissions required.”

Getting a customer implemented goes beyond just getting the connection live, Muizz explains: “A customer might tick every permission box we ask for, but another configuration further downstream can still block access, and that’s really difficult to debug.” Muizz needed infrastructure that could deliver new-lead signals promptly, retrieve prospect context, and write outcomes back within each enterprise’s access rules, backed by a team that could keep those connections working as requirements changed.

When a partner company introduced 11x to Ampersand, Muizz’s team was already further along with another vendor. But after exploring Ampersand's open-source connector code, which showed how its integrations worked and how often they were updated, Muizz immediately saw the depth 11x had been looking for.

Ampersand's leadership handled the initial build directly. "The CTO and one of the founding engineers just moved into our office and built it," Muizz recalls. "They were in our GitHub, and they helped with the Salesforce setup and the connection on our end." Within two weeks, 11x's users could connect their CRMs through the 11x connector, giving agents access to each customer's environment.

Muizz also worked with Ampersand on Subscribe actions, which notify sales teams when relevant CRM records change. When a form submission reaches the customer's CRM, that notification gives the application a signal to begin follow-up rather than waiting for the next scheduled read. Time from form submission to agent action dropped from around 10 minutes to about one, enabling sales teams to start qualification while the prospect is still focused on the inquiry. "Subscribe actions made a lot of our problems disappear," Muizz says.

Today, Ampersand’s Read actions help agents seamlessly retrieve CRM data about a prospect's history. They can see whether someone has already spoken with the sales team or is in an active conversation, helping the agents decide who needs a call and personalize the outreach without duplicating a colleague's work.

After a conversation, 11x uses Write actions to return outcomes to the CRM, including booked meetings and planned follow-ups. Sales teams can now see what the prospect discussed, who should respond, and if a lead isn't a fit. They can then move a qualified lead toward the next step without repeating the initial conversation or piecing together the agent's work.

Danilo Freitas, Member of Technical Staff at 11x, worked on the CRM integrations as the company rebuilt Alice. He collaborated with Ampersand to bring the earlier product’s integration features into the new version. “They implemented features we previously had to build ourselves,” he says. “That saved us time because we needed to launch the product quickly.” Ampersand advised him even when the change sat in 11x's own code, keeping the rebuild on schedule.

That support extended beyond feature implementation. When a CRM write fails, Danilo can ask Ampersand to investigate, and the team usually finds the cause and ships a fix within a few hours.

Ampersand continues to embed closely with 11x to support integrations. Danilo finds integration logs easier to access in its dashboard than with his previous provider, giving him a clearer way to investigate issues. When an enterprise customer's access restrictions block 11x, Ampersand's engineers join a call with Muizz's team and the customer until they resolve the issue. They identify what is restricting access, agree on a configuration that supports 11x's workflow within the customer's rules, and fix it in a repeatable way so the same problem doesn't return. "They treat our customers like their own customers," Muizz says. "They're always going the extra mile."

With Ampersand, 11x built an integration infrastructure that enables its agents to act on inbound leads in seconds while saving hundreds of engineering hours annually. Now, Muizz’s team allocates its time to advancing the capabilities of each agent, rather than building and adapting the connections underneath them.

Looking ahead, Muizz aims to broaden 11x's integration coverage while preserving the depth its enterprise customers require. "We want to earn our way to a thousand integrations we know will work, and Ampersand sets us up to achieve that goal," he shares.