The Client
Our client is always to looking for ways to strengthen systems. After all, they eat, sleep, and breathe cybersecurity. They help IT providers protect their clients’ sensitive data with iron-clad software that addresses challenges like ransomware, insider risks, and compliance with data privacy regulations such as GDPR and HIPAA. Naturally, just as they help clients stay ahead of risks, the company decided to take a proactive approach to their own processes.
The company's team had already been using HubSpot Sales Pro for some time before working with ClearPivot. In fact, they relied heavily on its deal pipeline functionality. Their sales process involved an agency partner whose business development representatives (BDRs) finds leads, qualifies them, and passes them along to account executives who guide prospects through the final stages of the sales process. However, as the company grew, they recognized the need to significantly improve their internal workflows and align their systems more closely with their goals, especially since the two teams work on separate CRMs.
The Problem
For this company, this realization came when they looked at their growing pipeline and saw opportunities to improve everywhere. They had five separate pipelines, and manually moving deals between stages was time-consuming and error-prone. The lack of oversight meant opportunities could stall or even fall through the cracks without anyone realizing it. Scheduling meetings was another challenge. Account executives and prospects often coordinated time for meetings by manually looking at their calendars in meetings, eating into time that could be better spent on more meaningful work.
All these manual processes added unnecessary friction to their sales process, leaving the team wondering: how much time were they wasting? What opportunities were slipping away?
Leadership also saw an opportunity to strengthen the connection between sales and marketing. They were already thinking about sales. But how could they nurture leads more effectively and ensure that every prospect experienced a consistent journey before sales? They knew their current setup couldn’t meet this need, but the solution was within reach. Would waiting create bigger problems down the line? They didn’t want to find out. So they reached out to ClearPivot.
The Solution
When a team member recommended ClearPivot from their previous work together, the company didn’t hesitate. They and the ClearPivot team got started by developing a plan to plug the holes in their processes and make sure they were saving their time for the kind of tasks that really make an impact. The first step in ClearPivot’s work was mapping their sales process in detail. This gave everyone a clear view of the entire workflow, from the moment a lead was qualified by a BDR to the final steps of closing a deal. What was working well? What could be improved? Creating that process map is what allowed the team to get those answers.
One of the first successes the teams had together was introducing automated meeting booking links. Instead of going back and forth to find a time, prospects could now select a slot that worked for them directly. This change made scheduling faster and easier for both prospects and account executives.
ClearPivot also consolidated their five pipelines, unclearly divided pipelines into a single pipeline. Triggers were set up to automatically move deals between stages based on actions like sending a quote or receiving a signed agreement so the team could be sure their data was accurate. What had once required manual updates now happened automatically, reducing workload and ensuring nothing slipped through the cracks.
While working on the sales pipeline, the client's team noticed another point of opportunity in their marketing process. The sales process was making sure that the prospect had a consistent journey, but what about marketing? The team adopted HubSpot Marketing Hub to better nurture leads and get the right information before they even enter the sales process. ClearPivot helped refine their contact list as well, which was about to hit their limit of marketing contacts despite including bad data. The cleanup helped them focus on high-value prospects and keeping their database manageable. This made it easier to target the right people and avoid unnecessary clutter.
Another major improvement involved upgrading the integration between the CRM that the business development team uses (Salesloft) with HubSpot. ClearPivot upgraded the one-way sync between Salesloft and HubSpot to a two-way sync. ClearPivot also implemented HubSpot Operations Hub, which allowed them to map properties between systems and keep their data clean and reliable.
Why did this matter so much? The tweaks to their sync allowed data to flow both ways, ensuring that their info was consistent across both systems. If a prospect missed a meeting, for example, the system notified the SDR via Slack and triggered automated follow-ups. If a prospect replied that they weren’t interested, the sync updated both systems so outreach stopped immediately.
To extend these improvements beyond sales, ClearPivot developed an onboarding pipeline for clients once their deal was closed. This pipeline applied the same, clearly-defined structure to the onboarding process, ensuring new clients had a consistent experience even after they finished their interaction with sales.
And of course, these pipelines and integrations aren't useful to the business as a whole unless they are measured. So ClearPivot built out a comprehensive set of analytics dashboards to track each of the key metrics in the sales pipelines, prospecting campaigns, and marketing activities, to give the division and C-level leadership into each of these key business processes.
The Results
What changed for this client? The improvements were immediate and noticeable. Consolidating five pipelines into one gave the team an accurate view of their deals and reduced unnecessary noise. Automation moved deals between stages without missing a beat, which let account executives to focus on their conversations with prospects instead of updating records. Scheduling meetings after setting up automated booking was like night and day. No more back-and-forth emails or wasted time. Prospects could choose the time they want, and account executives could jump straight into preparing for meaningful conversations.
Adding HubSpot Marketing Hub intimately connected sales and marketing. Their automated email workflows ensured that every prospect received timely and consistent communication, while the refined contact list helped the team prioritize leads that mattered. The onboarding pipeline mirrored these improvements for new clients, giving them a smooth transition into their ecosystem.
On top of this, the integration between Salesloft and HubSpot made communication across teams faster and more effective. Notifications, updates, and follow-ups now happened automatically, removing the need for manual handoffs. What used to be a tedious process was now simple and consistent.
The company's new processes helped them not only reduce the slew of frustrations their team was facing. It also set the stage for them to grow even larger than before. Following these projects, the team onboarded three new account executives, who were able to quickly adapt to the new system and start contributing right away. Reporting on sales activities and pipeline health became clearer and more actionable, giving leadership the insights they needed to plan for the future. What’s next for our client? With their new tools and processes in place, they can dream big.
