Case study SaaS ~110 employees, profitable

36 months as the embedded RevOps team for a profitable SaaS company

A profitable, established SaaS company runs its entire CRM operation without a single in-house HubSpot admin. For three years we've been that function: every department, from marketing to finance, brings its HubSpot work to us.

Client A bootstrapped SaaS platform, ~110 employees
36
months as the embedded RevOps team, and counting
6
departments served: marketing, sales, SDR, CS, product, finance
16
items shipped in a single typical week
2
AI agent pilots running: note-taking and prospecting, human-approved

The starting point

The company had defined processes but low CRM adoption and nobody inside to own HubSpot. Requests piled up across marketing, sales, SDR, customer success, product, and finance, with no one to build workflows, fix data, or say what good looks like.

The engagement

This is our longest-running engagement, and it shows what “embedded” actually means. There is no in-house GTM admin. Department heads bring their needs directly to us, and we handle everything from best-practice consulting to heavy operational work. A typical week ships a dozen or more items across the company.

What we built

Booking automation where HubSpot has no native answer

Inbound demo meetings are auto-booked through a Zapier and Google Calendar flow into HubSpot, with reminders 1 and 3 days before the meeting. HubSpot has no native reschedule option, so we engineered one: a reschedule link that creates a new meeting cleanly without leaving duplicate records behind.

Inbound lead handling the SDR team actually follows

We rebuilt inbound around MQL-only routing: proactive email alerts on every new MQL, a 48-hour urgency workflow for rapid outreach, prioritization views, and a documented step-by-step rollout instead of a fragile all-at-once automation. Qualification runs on structured fields on the lead object that carry through to the deal on conversion.

Follow-ups that don’t depend on memory

Every open interaction automatically creates a follow-up reminder after 10 days unless the rep adjusts it. Unclean meeting data gets flagged to a dedicated Slack channel for accountability instead of silently rotting.

AI pilots with a human in the loop

Two agent pilots run in production: an AI note-taker that joins calls and drafts meeting notes and follow-up emails, and a prospecting agent that drafts outreach which a human reviews and can edit before anything sends. We are deliberate about approval gates; no AI message leaves the building unreviewed.

Revenue data finance can trust

Renewal automation was inflating ARR because discounts weren’t carrying into auto-generated renewal deals. We diagnosed it, built the reconciliation reporting, and separated new business from channel renewals so the numbers finally match reality.

Buyer intent turned into an SDR playbook

CRM intent data is validated through a manual pilot before any tooling spend, with target-segment views and a scoring model feeding a documented SDR playbook.

What this looks like day to day

Marketing gets webinar follow-up sequences segmented by customer status and campaign. Product gets an upsell page with lead routing to the right CSM. Finance gets ARR reports that reconcile. Sales gets qualification fields, dashboards, and views. One partner, every department.

Stack

HubSpotMakeZapierSlack

What we did

HubSpot administrationMarketing operationsSDR operationsAI agent pilotsARR reconciliation

Run this playbook for your team

11 Real-time Notifications Live revenue alerts 20 Events Management Events as a channel 24 AI CRM Enrichment Agent Clean CRM, no rep effort 35 Demo Booking Optimization Higher show rates

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