SDR process and intent-driven outbound for a fast-growing FinTech

The engagement

The mandate was simple: take HubSpot execution off the COO’s plate. The work quickly expanded from there into marketing and the self-serve funnel, because once execution capacity exists, every team finds a use for it.

What we built

An SDR process that actually runs in the CRM

We implemented the full SDR process in HubSpot: lead stages, ownership, handoffs, and reporting. It’s the part of the engagement the client points to first, because it went from nothing to production and stayed there.

A sales engagement integration that doesn’t pollute HubSpot

Most teams sync everything from their outbound tool into the CRM and drown in junk contacts. We did the opposite: only contacts marked interested, or who booked a meeting, sync into HubSpot, where they’re treated as MQLs. Field rules are enrich-only, so the integration can fill gaps but never overwrite better data. Outbound exclusions run on lifecycle stages, so customers and active deals never get cold sequences.

Buyer intent pointed at net-new pipeline

Intent signals get triaged with a clear rule: prioritize companies showing high research intent that are not yet in the CRM, and de-emphasize visitor-intent noise that mostly reflects existing traffic. That turns intent data from a curiosity into an outbound queue.

Product signups sales can see

Self-serve signups now land on a dedicated Business object board in HubSpot, with PQL criteria defined so the sales team knows which product users are worth a conversation. The lead pipeline around it was overhauled: new creation criteria, a fixed SAL automation, and re-engagement notifications so stalled leads resurface instead of expiring quietly.

What this looks like day to day

The COO stopped being the CRM bottleneck. The SDR team works a defined process. And the growth team can finally connect what happens in the product to what happens in the pipeline.