Persona: Business operating system for IT agencies: sales, delivery and hiring in one platform

Persona is CML Team Limited's own product, offered to other IT agencies and service companies. It started as an internal tool and has evolved into a flexible SaaS and white-label platform designed to simplify complex workflows, improve visibility, and help teams scale faster.

Most agencies run critical processes across disconnected tools: leads in one system, project operations in another, hiring in spreadsheets, communication across email, chats and calendars. This creates duplication, weak visibility, slow decision-making and lost opportunities. Teams need a platform that keeps every stage of the business connected without forcing all departments into the same rigid workflow.

• Leads module: structured management of prospects, companies, contacts, sales funnels, follow-ups and business development activities
• "People & Companies" hub for streamlined contact and company data management and customer communication
• Outbound Campaigns: targeted email marketing, with people and companies grouped for campaign targeting
• Projects module: delivery team operations and client workflow management
• Control over active work, clients, workflows, communication and execution processes, easing the move from signed deal to successful delivery
• Workflow: configurable custom workflows that automate repetitive tasks and processes, boosting efficiency
• Proposals: automated AI proposal generation and client interaction flows, including Upwork-oriented use cases
• Hiring: recruitment pipelines, candidates, interviews, client-facing hiring workflows and team coordination, from sourcing to placement

Persona is built with practical AI features that reduce manual work and help teams move faster with better quality.

The platform can generate tailored cover letters for projects and proposals, helping teams respond faster and more consistently.

AI assists with data validation by checking and improving records, reducing errors and keeping CRM data cleaner.

Persona can enrich data by searching for additional company and contact information on the internet, helping teams build more complete profiles and make better decisions.

In the Hiring module, interviews can be recorded and analyzed with AI to extract key insights, summarize discussions, and support more consistent candidate evaluation.

Persona includes built-in tools that keep teams informed and aligned.

The Calendar module helps users manage schedules, deadlines, meetings, and planning activities across workflows.

The Messaging and notification system supports email communication, browser push notifications, and a centralized notification center, so important updates are never missed.

This creates a single operational environment where actions, reminders, and communication stay connected to the right leads, projects, and candidates.

Persona is available not only as a web platform, but also as native iOS and Android applications with almost complete feature parity. Users can manage nearly everything on the go, from reviewing pipelines and updating records to handling communication and workflow tasks.

This gives teams the flexibility to stay productive wherever they work.

Per CML Team project records: 70% faster candidate screening and 50% quicker campaign setup, with higher engagement. Persona helps agencies replace fragmented tools with one scalable platform for growth. It improves transparency, speeds up execution, strengthens collaboration between departments, and gives teams the automation and AI support to operate more efficiently. With modular adoption, deep integration between business functions, and mobile access across web, iOS, and Android, Persona becomes the central system for running and scaling a modern service business.