Date: 30.10.2025 (2025-10-30)
Max Muhle (30.10.2025) • https://www.linkedin.com/in/max-muhle-5723061bb/ • CRM & Marketing Automation Manager
Questions: • Notes: • They did not have data layer • Built CRM -> became CRM manager • Got more and more into automation - because processes were broken • Uses make.com for automation -> 2 to 3 weeks for onboarding - quite simple • From JAN he can build the Bits community -> European founder -> he will be very connected • Lokale Events • Are they automating today? If yes, which tools (Excel macros, Zapier, RPA, ERP features)? • If yes: who does it? Which tools? What works? What does not work? • UC 1: A lot of copy pasting -> connection of tools was the highest value • 3 to 4 tools where data was distributed • Tools: Hubspot, Monday • Push data from Monday to Hubspot live • Was nice because employees had more freedom using tools • Mostly send data from A to B • UC 2: Trigger in tool 1 then action in tool 2 • Speaker team: project mgmt in Monday ticket created automatically sent via Hubspot • Enabled personalised tickets -> optimised customer experience • UC 3: all images they need for website etc. are randomly handed in • Transform them, name them, add URL etc. • UC 4: synching of tickets from event software to Hubspot -> will now be done via native API • Tools: • mainly make.com, Zapier a bit • They are far away from using n8n -> a lot to clean up before • He needs more skill for APIs - that is more useful than n8n • Make Academy is super good / important -> basics to all • If no, why not (cost, complexity, lack of time, no clear ROI)? • Pitch: finance / accounting and purchasing automation / optimisation! • Bits: • No automation there because ??? • His hypothesis: if he did not look at an area there was no automation at all • Nobody in his company understands what he did • Accounting: • They use Moss & Datev • Moss has an email address that you can upload -> does predict Kostenstelle -> add data for which city etc. -> has to be done manually • 6 events per year per city -> a couple thousand invoices -> could be an interesting use case • Feedback pitch: • Automation within a tool • Browser Use • How reliable is agentic workflows • Intros: • https://finway.de/en/ -> he knows someone that worked there • Rechungsstellung ist super manuell -> they Zepdesk or sth. • Hubspot <-> Zepdesk API is existing • Edge cases: 20 cent to much transferred • Or someone buying twice the tickets • He often went to his boss to get an invoice for his laptop -> a lot of mistakes are done • For the communities they have to get - e.g. from bakery • They want invoice without VAT to save hustle -> baker cant do that -> just standard invoice -> tax advisor has to stellen an Antrag in FRA -> should be VAT free -> lohnt sich im Jahr ab 300 EUR -> online form • ChatGPT for accounting and finance for employees on demand • Does the customer do the process himself? • He was the FDE at Bits • His wish was that people could automate stuff themselves and know what to automate -> most people did not understand it and did not have ideas -> only rarely someone came with ideas • He always had to fix errors • There was a lot of insecurity what they can do -> e.g. adding a new column in Monday vs. other tools • n8n podcast check it out (Handelsblatt podcast) • Who do they do automations? • • Best processes / most valuable? • • More processes to automate: • • Other automations from other people / departments: • • How does he see legacy software in the energy sector? • • Day-to-day reality: What are the most admin-heavy processes in his finance role (invoices, reconciliations, reporting, payroll, compliance, audits)? • • Legacy systems: does he deal with them (accounting tools, banking interfaces, HRIS, ERP)? How painful are integrations? • • Successes & frustrations: if he had a “magic wand,” what would he automate first? • • Ask if he can introduce you to 3 peers in similar roles (finance leads in other startups). •