Engineering for Daily Operations.
Built Directly in the Tools You Use.
CaulHaus builds and deploys custom automations for daily operations. Founder Alex Herbstman audits your workflows, pinpoints bottlenecks, and writes the integrations connecting your everyday software, supported by senior specialists from our bench for specialized platforms or extra scale.
Operating Principles
Build what your team actually uses.
Complex systems fail when they don't fit how people actually work. We talk directly with the people running each process to build automations that integrate smoothly into their daily habits.
Graduate core workflows out of manual workbooks.
Spreadsheets work well for individual analysis, but managing multi-team handoffs inside them leads to version confusion and copy-paste errors. We connect your systems with dependable scripts and APIs so records update automatically.
Direct communication with technical practitioners.
You work directly with the developers designing and writing your automations from the first call through rollout, keeping feedback loops tight and requirements accurate.
Build inside your existing tools.
Rather than introducing unfamiliar platforms that require team retraining, we build custom logic inside the tools you already rely on: Google Workspace, your CRM, and standard webhooks.
How We Are Structured
Alex Herbstman
Founder & Systems Developer
Alex Herbstman designs and writes custom automations across sales operations, vendor tracking, product handoffs, and team workflows. He pairs a decade of operations problem-solving with hands-on development inside Google Workspace, modern CRMs, and web APIs.
Our Specialist Network
For projects requiring deep platform specializations or extra engineering bandwidth, Alex collaborates with an established bench of trusted practitioners:
Sales, Billing & CRM Specialist
Connecting CRMs, invoice generation, and sales-to-finance handoffs.
Workflow Project Specialist
Helping teams organize handoffs and transition smoothly to automated workflows.
Senior Developer Bench
Specialized database connections and custom API engineering for larger builds.
Software & Tools We Work In
Marketing Operations
HubSpot, GA4, Looker Studio, GTM, and automated lead routing workflows
Google Workspace
Google Sheets, Google Drive API, and custom operational tools built with Apps Script
CRM & Sales Tools
HubSpot CRM, Salesforce, Pipedrive, and invoice handoff integrations
Custom Code & APIs
Python, JavaScript/Node, Webhooks, Make, Zapier, and REST APIs
About CaulHaus: FAQ
Who runs CaulHaus?
CaulHaus is an operations and automation studio led by founder Alex Herbstman. Alex leads every project directly to diagnose bottlenecks and build core integrations, collaborating with a trusted bench of senior specialists for niche software platforms and additional development capacity.
What kind of projects do you take on?
We build custom operational automations: linking disparate tools, building Google Apps Script tools inside Sheets and Drive, routing CRM leads, and replacing fragile spreadsheets with dependable scripts.
What size teams do you work with?
Most clients are growing companies between 10 and 100 people that have outgrown manual processes but don't need the overhead of a full in-house operations engineering team.
What deliverables do we receive at the end of an engagement?
You receive working code and automated workflows tested on your production data, accompanied by clear documentation and video walkthroughs so your team can maintain and adapt them independently.
Have questions about an operations build?
Whether you want to explore connecting your software or want an architectural perspective on a bottleneck, reach out directly.