The CRM that fills itself

There is something a bit absurd about building a company in 2026.

You can work with someone every single day. Discuss products, lose clients together, win others, celebrate releases, fight a bug at eleven at night, and know exactly how they take their coffee. And never have shaken their hand.

That happened to us at Odoo Experience.

We went to Mexico City as sponsors with a significant part of the diio Chile team, and we were finally able to meet in person people from the diio Mexico team we had been working with for a long time. It’s strange to recognize a voice before a face.

We also met many clients. And several who we hope will be soon.

Odoo Experience LATAM is quite large. Something like 10,000 attendees over the two days. We went to talk about a problem much less glamorous than artificial intelligence: filling out the CRM.

The most expensive administrative work in the world.

A salesperson can spend an hour talking to a client. In that conversation, the budget comes up, as well as who the decision-maker is, what the client is worried about, which competitors they are looking at, when they need to resolve it, and what was left pending for the next meeting.

Then the call ends, they open the CRM, and they have to translate that hour-long conversation into six fields, two activities, and a note.

Sometimes they do it. Sometimes they write "good meeting, follow up." Sometimes they leave it for Friday. And sometimes Friday never comes.

For years, we accepted this as part of sales work. In practice, we use a very expensive person to listen to a conversation, understand it, and then manually convert it into data for software. That was the topic of our talk: “The CRM that fills itself: how AI automatically logs your meetings, calls, and WhatsApp in Odoo.” In front of more than 1,000 people, we showed something very simple: a conversation happens, and diio detects things like budget, decision-maker, objections, competitors, and next steps, and automatically brings them into Odoo. The demonstration included meetings, calls, and WhatsApp updating CRM fields, stages, and activities.

Today we are the most complete revenue intelligence suite in Latam; we have no comparison.

The technology behind it may be complex. The idea shouldn't be.

The most interesting part happened off-stage.

For us, the best part of the event was probably the conversations afterward.

Hearing how someone uses your product is always strange. We spend months thinking about features, trackers, integrations, models, interfaces, and releases.

Clients talk differently. They talk about how they stopped chasing salespeople to update the CRM. Before, they would show up to a pipeline meeting with one version of reality, and now they can actually look at the conversations. An executive can walk into a second meeting better prepared because they can retrieve what the client said in the first one in seconds. Or something even simpler: finishing a call and getting right back to work without having to spend ten minutes writing down what just happened.

We heard different versions of these stories over the last few days. One kept coming up: the salesperson feels that diio takes administrative work off their plate, while the manager feels that, for the first time, they have more information. It’s an interesting combination. Usually, someone gains visibility because someone else had to fill out a form. With AI, both things can happen at the same time.

And then there are the people.

In a startup, you spend too much time looking at metrics.

MRR, ARR, churn, meetings, opportunities, analyzed conversations. They’re useful. We look at them every day.

But during these two days, there was another, much less sophisticated metric: the number of people who came by to talk. Clients who wanted to tell us how they were using diio. People who had heard about us and wanted to better understand what we do. Odoo partners who wanted diio for their clients. And teammates we’d been working with behind a screen for months who were finally there in person.

That’s probably one of the things you forget when you build software. Behind every logo in the CRM is a company. Behind every company are people. And behind every piece of data diio captures, there was first a conversation between them.

That’s why we came back pretty tired. And pretty happy.

‍Thanks to Odoo for inviting us to be part of the event, and to everyone who stopped by to meet us, chat, ask questions, and tell us what they’re doing with diio.

‍See you at the next one.