Customer Success & Revenue Operations
The Challenge
pumpspotting had a critical operational gap: employers were purchasing their Pumpspotting for Business subscriptions but never completing customer onboarding. Some customers went an entire year paying for the product without ever receiving access codes or using the platform. The root causes were systemic:
What We Did
Customer Onboarding Process Redesign
Mapped the entire customer journey in Miro — from closed-won deal through kickoff call, onboarding, and ongoing engagement. Broke the monolithic workflow into modular, interconnected workflows with clear handoffs and documentation. Designed branching logic for every scenario:
- Happy path: Deal closes → kickoff sequence enrolls → kickoff call booked → onboarding begins → employer toolkit drip series (6-8 emails over 4-8 weeks)
- No-show path: Missed kickoff → re-engagement sequence → task escalation
- Non-responder path: Personal emails from CS → call tasks → CEO loopback outreach → automated company emails → asset delivery without kickoff as final fallback
Sales Sequences
Built multiple HubSpot sequences to replace ad-hoc email outreach:
- Kickoff call sequence: 4 emails + 2 call tasks over ~10 business days with auto-unenrollment on reply or meeting booking
- CEO outreach sequence: Escalation-level emails sent from the CEO for unresponsive accounts
- Product demo sequence: Structured outreach for prospect engagement and webinar follow-up
Moved all onboarding communications from marketing workflow emails to sales sequence templates, switching from bulk-style HTML emails to personal one-to-one delivery.
Auto-Renewal System
Built a renewal notification system using HubSpot's smart list and workflow capabilities:
- Created smart deal lists filtered by pipeline (renewal + expansion), deal stage, and auto-renewal eligibility
- Built workflows triggered by list membership to send timely renewal notices
- Addressed edge cases: early adopter accounts without auto-renewal terms, contacts not set as marketing contacts, and deals that moved between pipelines
SHRM Self-Assessment Workflow
Improved the team's existing Typeform integration for a SHRM-aligned lactation readiness self-assessment quiz. Simplified the branching logic across green/yellow/red scoring tiers and fixed trigger configuration issues introduced by HubSpot's updated event-based trigger system.
Platform Configuration & Integration
- Configured Zoom integration to replace default Google Meet links on all HubSpot meeting types
- Established folder structure and versioning conventions for email templates and sequences
- Set up task queues for structured call follow-ups
- Advised on Demio-to-HubSpot webinar registration workflow via Zapier
Team Training & Enablement
Provided hands-on training across all three team roles (Customer Success, Marketing, Sales) on:
- HubSpot sequences, workflows, and automation logic
- Smart lists, task queues, and meeting links
- Personalization tokens and template management
- Form settings, progressive profiling, and marketing contacts
- Campaign creation and management
- Process documentation using Miro as a collaborative workspace
Technologies
Outcome
pumpspotting went from a single unmanageable onboarding workflow to a comprehensive, modular system covering every customer scenario from first touch through renewal. The "paying but not using" problem — where customers went an entire year without onboarding — was solved through structured escalation sequences that ensured every customer received their access codes and onboarding materials, whether or not they ever responded to outreach. The auto-renewal system provided clear visibility into upcoming renewals with proper deal and company association. The three-person team was trained to operate and extend the HubSpot instance independently, with all processes documented visually in Miro. The engagement ran approximately 76 sessions across 9+ months of twice-weekly collaboration — one of the most intensive consulting relationships in the portfolio.
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