At NYCE, we connect iGaming operators with suppliers across the industry. Our sales team works globally, building relationships in different markets and across time zones. Keeping everyone organised means making it easy to share what we know, keep track of conversations and see where opportunities stand.
We use AnvilCRM to help us do that. It gives us a shared place to manage our relationships, while allowing each salesperson to work through their own AI agent if they want to.
For us, that flexibility makes a real difference. Information is quick and easy to enter in bulk, and we can use the MCP integration to pull out custom reports and insights. There is less friction in getting information into the CRM and more freedom in how we use it.
Keeping a global sales team organised
When your team works remotely, a lot depends on being able to pick up a conversation without waiting for a colleague to come online. Who has spoken to this operator? What are they looking for? Which supplier could be a good fit? What needs to happen next?
AnvilCRM helps us organise that information so it can be useful to the whole team. A relationship may start with one person, but other colleagues can bring their own contacts, market knowledge and experience to the opportunity.
That is particularly important for NYCE. We work across a network of operators and suppliers, and the right connection often draws on knowledge held by more than one person. A shared CRM helps us bring that knowledge together as conversations develop.
It also supports the practical side of remote work. Our salespeople can contribute from different locations and at different times, with a common place to record progress and find the context they need.
Connecting iGaming operators with the right suppliers
Our iGaming marketplace brings together suppliers across areas such as sportsbook platforms, casino content, payments and specialist services. Making a useful introduction means understanding the operator’s requirements as well as the supplier’s offering.
An operator looking at payment providers, for example, will have particular markets, priorities and questions in mind. Keeping that context alongside the relationship helps our team prepare for the next conversation and involve the right people.
AnvilCRM helps us keep this work organised across the team. As discussions move forward, we can build on what colleagues already know and keep track of the opportunity.
The introductions still depend on our team’s experience and relationships. The CRM makes it easier to coordinate the work around them.
Everyone can work through their own AI agent
One of the most useful parts of AnvilCRM for NYCE is its MCP integration. MCP stands for Model Context Protocol. It allows compatible AI agents to connect to the CRM and work with its information, within the user’s permissions.
In everyday terms, our salespeople can use their own agents to work with AnvilCRM if that suits them. They can follow their preferred workflows and still contribute to the same shared CRM as their colleagues.
We like having that choice. People have different ways of organising their day, preparing for meetings and reviewing their accounts. They can build those habits into their agent workflows while keeping the wider team connected.
For a global sales team, this reduces the friction between individual working styles and team collaboration. Everyone has access to a common system, with flexibility in how they work with it.
Quick, easy bulk updates
A CRM is much more useful when adding information is straightforward. Salespeople need to be able to record what they know and get on with the next conversation.
We find AnvilCRM quick and easy to enter information into in bulk. Through our agent workflows and the MCP connection, we can work with groups of records and updates together, making it easier to bring information into the shared system.
That matters when there is a batch of information to organise. Reducing repetitive entry makes keeping the CRM up to date a more manageable part of the working day.
For NYCE, the benefit extends beyond the person making the update. Once the information is in the CRM, it can support the next colleague preparing for a call, reviewing an opportunity or considering an introduction.
Custom reports and insights through MCP
The same connection helps us get information back out. We can use our agents to pull custom reports and insights from AnvilCRM through MCP, based on the questions we want to explore.
For a business like ours, those questions can vary. We might want to look at opportunities in a particular market, review activity across a group of accounts or understand where conversations stand with a set of suppliers.
Being able to ask for a focused view, then follow up with another question, makes the CRM useful in day-to-day sales discussions. It gives us a flexible way to work with the information our team has entered.
That is a big part of the appeal for us: easier input, followed by easier access to reports and insights that are relevant to the work in front of us.
Working directly with Anvil’s founders
We also work closely with Anvil’s founders to customise the platform to our needs. We can discuss how NYCE operates, what our salespeople need and how the CRM can support our agent workflows.
That direct relationship has been an important part of our experience. Our business connects different types of companies across iGaming, so being able to shape the platform around our way of working is valuable.
Why AnvilCRM works for us as a B2B sales CRM
For small and medium-sized businesses choosing a B2B sales CRM, the everyday experience matters. How easy is it for people to add information? Can colleagues find what they need? Does the system fit the way the team works?
At NYCE, AnvilCRM helps us organise a global sales team, coordinate relationships across iGaming and give our people the option to work through their own agents. Bulk entry and custom reporting through MCP make it easier to use the CRM as part of our daily work.
If that sounds relevant to your team, take a look at AnvilCRM.