Sales Data Navigator: AI Agent for CRM Insights on AWS

Overview Adastra's AI consulting engagement for the Sales Data Navigator gives sales and marketing teams instant, self-serve access to CRM and marketing insights using natural language. Built on Amazon Bedrock Agents, the solution interprets user questions, selects the appropriate data source, and delivers answers by translating input into SQL queries for structured CRM data or retrieving documents through a retrieval-augmented generation (RAG) pipeline – eliminating dependency on IT or data teams for routine data requests.

Approach Built with Amazon Bedrock Agents, Adastra delivers a conversational AI agent that simplifies access to CRM and marketing insights. By understanding natural language, the AI agent identifies the appropriate data sources – whether CRM databases or document repositories – and orchestrates the full workflow from data retrieval to insight delivery. The solution combines SQL translation for structured CRM queries and a RAG pipeline for unstructured documents.

Activities

• Build and configure an AI agent that supports natural language interaction.
• Connect the agent to CRM systems and marketing data sources.
• Develop SQL translation capabilities to query structured CRM data.
• Implement RAG model integration for unstructured data such as sales docs or briefs.
• Create orchestration logic to select sources and execute queries.
• Deliver a business-facing interface for query input and results.
• Test for accuracy and usability across real-world marketing scenarios.
• Provide documentation, onboarding, and knowledge transfer.

Deliverables

• Fully functional AI agent integrated with CRM and marketing systems.
• SQL translator for structured CRM database queries.
• RAG component for unstructured data retrieval (e.g., documents, meeting notes).
• Front-end interface for self-service data access.
• Solution architecture and configuration documentation.
• User guide and knowledge transfer session.

Outcomes

• Business users can query CRM data using natural language, reducing ad hoc data requests to IT or BI teams and increasing overall productivity.
• Quick access to data supports better targeting and real-time decision-making across key areas including sales performance, customer segmentation, lead and opportunity funnel trends, and sentiment and communication analysis.
• Combines structured CRM data and unstructured sources for richer, more actionable insights.
• Encourages greater adoption and value from existing CRM systems across the organization.

Adastra: Your AWS Partner for Data, AI, and Cloud Adastra is an AWS Premier Consulting Partner with over 25 years of experience delivering data, AI, and cloud solutions across financial services, retail, manufacturing, and distribution. Our AI consulting engagements are grounded in governed data practices and purpose-built for enterprise scale. With deep expertise in Amazon Bedrock, conversational AI, and cloud-native architecture, Adastra gives teams a trusted partner to turn CRM and marketing data into on-demand, actionable insights.