How Autotorino automated lead intake and inbound call capture with Zapier

Challenge: Leads arrived across brand landing pages, forms, lead ads, and email, and someone manually keyed each one into Salesforce — a slow, error-prone process that kept skilled people away from customer conversations.

Solution: Riccardo Berta built 109 separate Zaps in production, each mapped to a specific lead source — Typeform, Facebook Lead Ads, Outlook-based flows, brand-specific landing pages — with AI enriching or classifying data on the heavier flows before Salesforce ever saw the record.

Result: 2,394 hours returned to the CRM team in 2025, and a whole class of copy-paste errors eliminated from the system of record.

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Challenge: Autotorino was fielding around 100,000 inbound calls a month across 74 showrooms. Even with a multi-step handling model across dealerships, a business development center, and external call centers, the business still couldn't answer every call — and hiring more people into the same process wasn't the answer.

Solution: Gabriele Luciani and Michele Spalla built a Zapier workflow that runs recorded audio through AssemblyAI and OpenAI, classifies the request against Autotorino's internal framework, and writes a structured lead into Salesforce. The team later extended it with ElevenLabs for more interactive voice workflows.

Result: Roughly 1,500 client requests a month now get captured automatically instead of going unanswered. Gabriele estimates the recovered demand at roughly €150,000 in net profit influenced.

Autotorino is now building an outbound-calling workflow to follow up with customers after brand communications and help book the next interaction automatically. If the inbound workflow proved Zapier could help Autotorino capture showroom demand more reliably, the outbound project tests whether the same approach can make follow-up proactive instead of reactive.