Why this product exists
The first Adelo product came out of critical care. Adam DeLeon spent years building schedules at a kitchen table, filling night shifts off a call list, and watching good nurses leave for reasons that had nothing to do with the patients and everything to do with how the unit was run. Every tool available was built for somebody at a desk. Nothing was built for the person standing up, mid-shift, with eleven seconds of attention.
Adelo CRM is the same observation in a different building. A field sales rep gets a vendor target file, a routing template and a number — ten to twelve calls a day — and is then left to turn a spreadsheet of NPIs and deciles into a drivable week, by hand, every week, forever. The CRM the company already pays for does not help, because it was built to record Tuesday and report it upward, not to plan it.
So the rep keeps the real plan somewhere else — a spreadsheet, a paper map, memory — exactly the way the real schedule used to live outside the system of record on a hospital unit. Same failure, same cause: the authoritative system is answering a different question on a different clock, and the person doing the work needs an answer on this one.
What we decided at the start
- Plan the day, do not just record it. The first thing the product hands a rep has to be worth having on its own, before anyone asks them to log anything. If the planning layer is not good enough to use on its own, no amount of adoption program will save the rest.
- Arithmetic, not a model. Scoring, tiering, zoning, cadence and routing are deterministic and the weights are published. A rep can argue with the plan, and being able to argue with it is what makes it followable.
- Never invent a number. A provider with no volume on file gets a zero-value opportunity with the reason recorded, not a guess. An unoptimized week has null drive times, not zeroes, because 0.0 miles reads as “next door”. The same rule governs this website.
- Nothing fires on its own. Automation generated from an import arrives switched off, with a live count of what it would do. A rule that starts reassigning ownership because a spreadsheet was uploaded is a rule nobody trusts.
- Say what is not there. No certifications we have not earned, no customers we do not have, no metrics we cannot derive. The security page has two columns and the second one is longer.
Where it is being built
The product was built against a real field motion in a real metro territory — a diagnostics team detailing physician offices, with a vendor decile file, four call tiers and a routing plan that assigned each weekday to a patch of the city. The territory planning pipeline is a faithful port of the scripts that produced that plan by hand, and there is a round-trip test that proves the port matches the reference output exactly.
We are not going to name that team. They have not agreed to be a public reference and claiming them as one would be the first thing on this site you could not check.
Adelo CRM is early. That word gets used to mean “unfinished” and we mean something more specific: the routing, targeting, cadence and import pipelines are built and tested, there is no public customer, there is no completed security audit, and the price is published with no billing system behind it yet. All four of those are stated individually elsewhere on this site so none of them can hide behind the word.
