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Revenue Operations Transformation for a Growing Staffing Platform

When a rapidly expanding workforce management platform operating across multiple US regions needed to unify its revenue operations, the complexity of the challenge was immediately clear. With a large field workforce, commission-based compensation structures, and data spread across five disconnected tools, the organization was spending more time reconciling information than acting on it. This is the story of how a comprehensive RevOps architecture brought clarity, speed, and automation to every layer of their sales and operations workflow.

The Challenge: Fragmented Systems, Manual Processes, and Lost Time

The company had grown quickly, and its technology stack had grown with it — but not in a coordinated way. Revenue operations were fragmented across five separate tools: HubSpot, QuickBooks Online, Nooks, Outfield, and ZoomInfo. Each platform held a piece of the puzzle, but no single view existed to tie them together. Leadership lacked the unified reporting they needed to make confident, data-driven decisions.

Among the most painful bottlenecks was commission tracking. Because compensation was commission-based, accuracy and timeliness were critical — yet the process of calculating and verifying commissions was a multi-day manual effort each cycle. Spreadsheets were passed between departments, numbers were double-checked by hand, and discrepancies eroded trust between sales teams and operations.

On the sales development side, things were equally disjointed. The team was working with 15 inconsistent call dispositions, making it nearly impossible to generate reliable reporting on outreach effectiveness. There was no structured process for handing off qualified leads from SDRs to Account Executives, which meant opportunities slipped through the cracks. Territory assignment was manual, and weekly standup meetings consumed a full hour because managers had to piece together performance data from multiple sources in real time.

Our Approach: Building a Unified RevOps Engine

The engagement began with a thorough audit of the existing tool landscape and workflow gaps. Rather than replacing the company's technology investments, the strategy centered on positioning HubSpot as the operational hub — the single source of truth that connected every other platform in the stack.

Commission Calculation Engine

One of the first priorities was eliminating the manual commission process. We designed and built a custom commission calculation engine within HubSpot, leveraging custom objects and deal properties to model the company's compensation structure. This engine syncs financial data from QuickBooks Online on a monthly import cycle, automatically matching transactions to the correct deals and reps. Quarterly commission management became a structured, auditable process rather than a scramble.

Call Disposition Normalization

The 15 inconsistent call dispositions were analyzed, consolidated, and normalized down to 5 clear categories. This seemingly simple change had an outsized impact: SDR managers could finally compare performance across reps and time periods with confidence. Reporting became actionable rather than ambiguous, and coaching conversations shifted from anecdotal to data-driven.

SDR Workflow Automation and Handover

We implemented automated SDR-to-AE handover workflows so that when a lead met qualification criteria, it was routed to the appropriate Account Executive without manual intervention. Cold calling sequences were built within HubSpot to give SDRs a repeatable, trackable outreach cadence. Custom dashboards were created to give each SDR visibility into their own pipeline and activity metrics.

Territory Management

Territory assignment, previously a manual and error-prone task, was fully automated through HubSpot workflows. As new companies entered the system, they were automatically routed to the correct rep based on geography and account criteria. This eliminated assignment delays and ensured balanced coverage across regions.

Outfield Integration and Data Sync

The company's field workforce relied heavily on Outfield for on-the-ground account management. We built a sync process that connected over 16,000 company records between Outfield and HubSpot, ensuring that field activity data flowed into the central CRM. This gave office-based leadership real-time visibility into what was happening in the field without requiring reps to duplicate their data entry.

Deactivated User Remediation

An often-overlooked issue in fast-growing organizations is the accumulation of deactivated users who still own records, appear in reports, and clutter workflows. We conducted a full remediation of deactivated user accounts, reassigning ownership and cleaning up data integrity issues that had been compounding over time.

Key Outcomes

  • Commission reporting fully automated — eliminating multi-day manual calculations and improving trust between sales and operations
  • 16,000+ records synced between Outfield and HubSpot, bridging the gap between field and office operations
  • Call dispositions reduced from 15 to 5, enabling consistent and meaningful sales activity reporting
  • Automated SDR-to-AE handover, ensuring qualified leads are routed instantly without manual coordination
  • Territory assignment automated, removing delays and balancing rep coverage across regions
  • Weekly standup meetings reduced from 1 hour to 20 minutes, thanks to dashboards that surfaced performance data automatically
  • Transparent commission monitoring for reps and managers, replacing opaque spreadsheet-based tracking

The Impact

What had been a patchwork of disconnected tools and manual workarounds became a cohesive, automated revenue operations system. Sales leadership gained the visibility they needed to manage performance proactively. SDRs had clear workflows and sequences to follow. Account Executives received qualified leads on time. And the operations team reclaimed hours each week that had previously been consumed by data reconciliation and commission disputes.

"They are responsive, clear, and they keep things moving. We really appreciate the work they did with us."

— Operations Lead

This engagement demonstrates what becomes possible when revenue operations are treated as a unified discipline rather than a collection of isolated tools. By building the right architecture, automating the right processes, and connecting the right data, a growing organization can scale its operations without scaling its overhead.