The Company
Abenaki Associates is a New Brunswick-based IT company and a Sage Authorized Partner, delivering financial management software and capacity-building services to First Nations communities across Canada. Over more than 30 years, they’ve built a reputation as a trusted name in the space, backing Sage 300, Sage 50, and Sage Intacct implementations with tens of thousands of hours of training and support for finance staff nationwide.
The Challenge
Growth had outpaced Abenaki’s back-office processes. New leads were arriving through inboxes and inquiries, but converting that interest into tracked, actionable pipeline meant someone manually reading each email, deciding whether it was a real lead, and then re-typing the contact and context into Maximizer, their customer relationship management (CRM) system, by hand. It was slow, easy to fall behind on, and left room for leads to sit untouched simply because no one had gotten to the data entry yet. On the marketing side, email campaigns ran through Mailchimp, their email marketing service, but building, segmenting, and sending them was a manual, recurring task competing with everything else on the team’s plate, which meant campaigns went out inconsistently rather than on a steady cadence.
The Solution
Abenaki brought in two of Bretonia’s agents to improve both sales and marketing workflows while keeping their existing processes and decision-making intact. The Sales Agent now watches their inbox continuously, reads incoming emails, and identifies genuine leads automatically, flagging returning contacts and forwarded inquiries along the way. Instead of someone manually opening Maximizer and typing in every new contact, the Sales Agent prepares qualified leads with contact details and context, making it easier for the team to review and follow up.
Working alongside it, the Marketing Agent assists with Abenaki’s Mailchimp workflow by helping draft campaign content, organize marketing processes, and prepare campaigns more efficiently. The team remains in control of reviewing content, scheduling campaigns, and deciding how leads should be followed up or moved into Maximizer, while spending less time on repetitive marketing tasks.
Implementation
Because Bretonia connects directly into the tools a business already runs on, Abenaki didn’t have to abandon or migrate off Maximizer or Mailchimp. The Sales Agent was connected to their existing inbox and CRM, while the Marketing Agent integrated with their Mailchimp account to support content creation and campaign preparation. The result was a smoother workflow that reduced repetitive administrative work while allowing the team to maintain oversight of customer interactions, marketing decisions, and CRM management.
