Frequently Asked Questions

Surface is for B2B revenue teams that want to create more pipeline without adding disconnected tools or headcount. It gives founders, growth and demand generation teams, content and paid media teams, GTM engineers, and sales leaders one system for buyer intelligence, campaign execution, conversion, and revenue feedback.

Start with one measurable workflow, such as improving inbound conversion, qualifying and routing leads, or launching content faster. Once that workflow is producing results, Surface can expand across the rest of the marketing system.

The first workflow can begin with one source and one outcome. Surface then adds more signals, rules, and destinations around the same lead record as your team expands its use.

Your CRM stores form data, ownership, and outcomes. Surface enriches the signals around those records, qualifies buyers with evidence, routes the right next step, and feeds the result back into the CRM. It acts on the data without replacing the system of record.

Traditional automation follows predefined branches using the fields it already has. Surface agents can research missing context, make evidence-backed decisions inside your rules, and coordinate campaigns, lead workflows, routing, and measurement across the stack.

It is the shared buyer context that Surface uses across qualification, segmentation, campaigns, routing, and agents. Each workflow reads from the same current lead record.

Your CRM remains the place sales works from. Surface captures and enriches buyer activity, then writes the fields, scores, owners, and outcomes your CRM needs.

Surface is built around operational marketing work. It turns buyer context into live audiences, routing decisions, campaigns, and agent actions while the signal still matters.

Surface can work with website activity, completed and partial forms, campaign engagement, scheduling events, CRM history, and product events sent through your connected systems.

Surface can use first-party website activity, forms, CRM records, campaign engagement, and revenue outcomes. The exact connections depend on the workflow you choose to launch.

Surface measures whether your brand is cited by prompt and answer engine, where it appears, how visibility compares with competitors, and which pages influence how your brand is understood.

Surface measures visibility across major answer engines, including ChatGPT, Perplexity, Gemini, and AI-generated search experiences. Coverage can be organized by the engines and prompt groups that matter to your buyers.

Prompt selection starts with the buying journey, real buyer language, intent, and business relevance. Prompt groups can be weighted and recalibrated as buyer behavior, competitors, and answer engines change.

Surface turns the gap into reviewed campaign work. Agents can support research and production, people retain control over claims and brand judgment, and the system re-measures the result to inform the next cycle.

Surface improves the path from first response to qualified meeting with more relevant forms, partial-response capture, enrichment, qualification, routing, and scheduling.

Surface can preserve permitted partial-response context and use an agreed recovery workflow, helping your team recover real buyer intent that would otherwise disappear.

Surface identifies partial intent, preserves the context available at abandonment, and helps teams create appropriate recovery paths without treating every incomplete form as a qualified lead.

The goal is qualified pipeline, not more low-intent form fills. Surface keeps enrichment, qualification, sales acceptance, and downstream opportunity outcomes connected so conversion gains can be evaluated alongside lead quality.

Surface unifies first-party behavior, enrichment, fit, intent, and account context before a lead reaches sales, helping teams prioritize real buyers and filter low-quality demand.

Surface can evaluate form responses, enrichment, lead scores, account research, CRM ownership, territory, intent, and other criteria as the lead arrives. It then applies your routing rules using the full buyer and account context.

Once a buyer qualifies, Surface sends them directly to the appropriate scheduling path based on ownership and your routing criteria. The buyer can book without waiting for a separate manual handoff.

Describe the routing logic you need, test it clearly, and update it without rebuilding a maze of branches every time your go-to-market motion changes.

No. Route to one rep or one thousand. Surface scales with the work processed, not the number of salespeople who can receive a lead.

Surface adapts every route and scheduling path using lead scores, deep account research, CRM ownership, intent, territory, or any other criteria you choose.

Surface turns real buyer, content, conversion, and revenue signals into campaign direction, helping teams create demand around evidence instead of assumptions.

Surface can use qualified-buyer patterns already in your funnel, including the questions buyers ask, the messages that draw serious interest, and the content associated with opportunities.

Surface can turn approved buyer insight into briefs, articles, landing-page copy, social posts, and other scoped assets that share the same sources and message.

Yes. Teams define sources, brand and compliance rules, named approvers, and publishing permissions. Human review remains in the workflow before content moves into production.

No. Surface works alongside your existing CMS and supported content tools. Teams can also create from Claude or Codex while Surface supplies buyer context, permissions, and measurement.

Surface agents research, reconcile data, detect signals, create campaign work, and coordinate next actions using the context and permissions available in your workspace.

Yes. Agent actions can follow explicit permissions, approval paths, and human review so your team controls what is published or changed.

Buyer signals inform qualification and campaigns, while sales acceptance, opportunities, and revenue outcomes flow back into the system to improve the next decision.

No. Surface connects to the systems your team already uses, including your website, CRM, scheduling, enrichment, analytics, and publishing tools. Your existing records, permissions, and ownership rules remain in place.

No. Surface works alongside your CRM and marketing automation systems. It adds real-time qualification, research, routing, and scheduling while preserving the systems your team already uses as its source of record.

Yes. Surface works alongside systems such as HubSpot and Salesforce, adding conversion, enrichment, routing, and scheduling workflows without requiring a rip-and-replace migration.

Claude can help you think, research, and create inside a conversation. Surface gives that work the connected operating layer it needs to run in production: live buyer and revenue context, governed workflows, permissions, publishing, attribution, and feedback from every result. You can still work from Claude through Surface MCP, while Surface executes across your stack and preserves the context for the next campaign.

No. Surface works across the systems your teams already use. It adds shared context, agent execution, review, and revenue feedback without requiring a rip-and-replace migration.

A prototype can call a model. A production workflow also needs maintained integrations, identity, current company context, permissions, approval paths, exception handling, observability, and changing business logic. Surface provides that foundation so internal teams can focus on the workflows unique to the business.

That is defined per workflow. An agent can begin in recommendation-only mode, then receive permission for specific actions, systems, objects, or fields. Sensitive publishing and write actions can always require a named reviewer.

Choose a repeated process with expensive coordination, accessible inputs, a clear owner, and a measurable baseline. Common starting points include inbound qualification and routing, campaign production, CRM maintenance, and audience activation.

The baseline is agreed before deployment. Depending on the workflow, teams can measure manual hours removed, cycle-time reduction, throughput, exceptions, data quality, accepted leads, qualified pipeline, or revenue influence.

Surface is structured around platform scope and usage rather than charging for every teammate. Talk with the team for pricing based on your workflows and volume.

Yes. Free starts with a CSV import and includes up to 250 processed leads per month, basic buyer-pattern analysis, and one active export-only campaign.

Processed-lead volume tracks the amount of inbound data Surface evaluates and the enrichment, qualification, research, routing, and measurement work it performs. It is more closely tied to product usage than employee count or company revenue.

No. Routed sales reps do not require paid Surface seats. Whether a workflow can send qualified leads to one rep or 100, the rep count does not change the subscription price. Plan-level operator limits apply only to people who configure and administer Surface.

Anonymous visits do not count. A record counts when an identified person enters Surface and is evaluated during the billing month. Repeated activity from the same processed person record does not count again that month.

Only if an authorized billing user explicitly enables automatic volume blocks. Otherwise Surface warns the team and asks for approval before adding capacity. Free pauses new processing at the limit.

Yes. Growth and Scale can add volume blocks for occasional spikes. Teams with sustained higher volume, multiple CRM instances, custom objects, or complex governance should move to Enterprise.

No. Surface is designed to operate alongside HubSpot or Salesforce.

Yes. Inbound Conversion and Qualified Pipeline scopes can start with Lead Intelligence.

Not yet. Ad workflows should be presented as selected pilots until production availability and repeatable proof are confirmed.

No. The ranges communicate typical offer bands. A final scope reflects volume, complexity, integrations, and support.