Joël Lignier

AIDA is a Melbourne-based agency positioned as a technology partner for Australian manufacturers, with a specific focus on fixing broken sales operations. Its core problem statement is one common to manufacturing sales teams: leads falling through the cracks between marketing and sales, inconsistent outbound follow-up, and limited visibility into where deals sit in the pipeline. AIDA addresses this with systematised outbound processes, CRM implementation, and pipeline visibility tools built around AI capability.

Joël Lignier holds the Technology Director role at AIDA and describes his focus as helping Australian manufacturers improve sales operations. AIDA was co-founded in partnership with psychologist Dr Karen Burns, giving the agency a blend of technology and human/behavioural understanding in how it approaches sales-process change with manufacturing clients — a pairing that distinguishes it from purely technical automation shops.

For manufacturers, the value proposition is straightforward: fewer enquiries lost to slow or inconsistent follow-up, and a sales team equipped with CRM and pipeline visibility rather than working from memory or spreadsheets. AIDA positions itself specifically for the manufacturing sector, rather than as a generalist sales-ops or AI agency serving any industry that will pay.