Most businesses will have multiple (sometimes numerous) inbound lead sources. You could just pump all those leads into a crm or esp, but not all leads are the same, and treating them that way could cost you money. Would you want a high value, million-dollar lead getting thrown into a mailchimp sequence with everyone else? No, you would want that lead to get fast, immediate attention. That's where this comes in. OML sits on top of your marketing stack. As the developers note, it is like "air traffic control" for your leads. All leads go into it first, where they are qualified, sorted by your criteria, and appropriately dispatched for followup, based on value and priority. This will make sure none of your valuable leads fall through the cracks. While OML is alerting you and/or specific team members to valuable leads, it's simultaneously keeping those leads hot with its own sequences, defined by you. You can also pipe those leads into your CRM or ESP for parallel, more generalized nurturing. This product will be especially useful for B2B firms, but any business that has high-value clients, or provides individualized sales attention, can benefit from OML. Keep in mind that this is an early stage tool. It works. You can actually use it right now. The most popular integrations are there: LinkedIn, FB, Google, Zapier, webforms, and more. However, like most Appsumo deals, it is a work in progress, and the real power will come over time, with your input. This deal requires only a 2 code stack to get enterprise limits, a rarity among Appsumo deals. One newly gained - or saved - client could easily cover the small investment here.