Software services · GTM infrastructure
Repositioning a software services company - and rebuilding the GTM engine underneath it
The company was shifting its market position from standard service vendor to strategic digital transformation partner. The GTM system underneath couldn't carry the move: outbound and marketing ran on disconnected workflows, and inbound leads met an improvised qualification process.
What we did
- Audited the GTM ecosystem end to end and mapped the structural bottlenecks across outbound sales and marketing
- Migrated data and operations onto HubSpot and Atlassian Cloud
- Built standardized qualification frameworks and automated playbooks for the inbound pipeline
- Coordinated the live launch of the redesigned brand and rebuilt website alongside the new infrastructure
What changed
- Sales and marketing operating on one connected system, with shared definitions
- Automated revenue motions that scale without added headcount
- Inbound conversion efficiency improved - every lead qualified the same way, every time
Related engagements: Revenue Infrastructure Sprint · CRM Implementation & Migration
AI SaaS · Data migration
650 clients out of spreadsheets: building a customer experience system in HubSpot
An AI product company was pivoting from a service-heavy model to a SaaS platform. Its entire customer base - 650 accounts - lived in spreadsheets, along with every onboarding, support, and renewal touchpoint.
What we did
- Designed the data model around the actual customer journey before moving a single record
- Migrated all 650 legacy clients into HubSpot with cleansing and deduplication in transit
- Rebuilt the customer experience ecosystem - onboarding, support, upgrade, and renewal touchpoints - inside the CRM
- Documented the system so the team could run it without asking how it works
What changed
- One source of truth for every account, from first touch to renewal
- Renewals and upgrades visible in a pipeline instead of living in someone's memory
- Manual data silos eliminated
Related engagements: CRM Implementation & Migration · CRM Design
AI SaaS · Systems integration
Quote-to-cash: syncing billing, taxation, and invoicing with the CRM
The same transition exposed a second gap: billing, taxation, and invoicing ran in separate tools, disconnected from the CRM. Finance and sales each had their own version of revenue.
What we did
- Integrated a full-stack billing, taxation, and invoicing system directly synced with the CRM
- Defined the sync architecture: which system owns which field, in which direction, and what happens on conflict
- Automated the billing touchpoints of the customer lifecycle - invoices, upgrades, renewals
What changed
- All revenue tracking centralized in one place
- Finance and sales working from the same numbers
- Billing events flowing between systems without manual re-entry
Related engagement: Systems Integration
AI SaaS · GTM automation
From sales-led to product-led: automated acquisition, upgrade, and renewal motions
Moving from sales-led to product-led growth meant the revenue engine had to run on automation, not headcount. Acquiring new leads, upgrading existing clients, and tracking contract renewals all needed designed, repeatable motions.
What we did
- Designed and deployed automated multi-channel motions for new-lead acquisition, client upgrades, and renewal tracking
- Implemented data-driven GTM automation with enrichment platforms - Common Room and Clay - to power tailored outreach
- Connected every motion to the CRM so each touch, upgrade, and renewal landed in one system
What changed
- The company completed its sales-led to product-led transition on infrastructure built for it
- Outreach informed by live product and community signals instead of static lists
- A revenue engine that runs the same way whether anyone is watching or not
Related engagement: Revenue Infrastructure Sprint