How Formidable works

Your forms keep doing their job. Formidable appears after a sales form is submitted and takes it from there - you do not rebuild the way leads already come in, and it works with the CRM you already run.

Formidable looks up the lead's company before it asks a question, so the chat starts informed instead of blank. It asks the lead for two things directly - their name and work email, in a short in-chat form - and your qualification questions are asked in the conversation itself, sometimes with answer buttons.

Good-fit leads typically reach a booking decision in 7-8 exchanges, which takes about 3-5 minutes. Poor fits get a warm, honest response in 2-3 exchanges rather than the full flow. Hot leads get fast-tracked to booking; nurture leads get educational resources in the chat and a follow-up task for your team to pick up on your schedule.

The agent works from a product knowledge base your team builds with us during setup - restricted on purpose, so it never quotes prices or claims we have not verified. If Formidable doesn't know something, it says so and routes to your team.

Formidable books the meeting during the conversation, through the scheduling tool your team already uses: Cal.com, Calendly, or HubSpot meeting links. It checks real availability and books an open slot, so the meeting lands in the right person's calendar while the lead is still on your site.

Your CRM receives the lead's contact details, the booked meeting and a lead status. HubSpot has a dedicated integration; Salesforce and other CRMs are connected with you during setup.

Your sales team gets the full qualification brief: what the lead said in their own words, the score on each criterion, and a verdict on fit. It arrives by email as the whole report, not a heads-up asking you to click through, and it goes to the people you decide should have it. The same brief sits in your Formidable dashboard, next to every conversation the agent has had. And if your team lives in Slack, the Slack app puts the alert in your channel - the lead, the company, the fit rating and the verdict, with a button that opens the full brief.

Here is an example of that email, with an invented lead and company.

Each brief goes out once the conversation is over, about ten minutes after the last message.

Each part of the journey has its own page.

• Formidable AgentWhat the agent knows before it asks, and how it runs the conversation.
• Formidable DashboardEvery conversation ends as a lead briefing. This is where your team reads them.
• Installing FormidableOne line of code on your site. Your form stays where it is, and the agent arrives already set up for your business.
• IntegrationsThe CRM, calendar and Slack it writes the lead, the meeting and the alert into.