Challenge: figure it launched a new B2B SaaS offering with steel it, enabling sheet metal processing quotes to be calculated in minutes instead of hours. Alongside this launch, the goal was to automate and scale sales, increasing efficiency while reducing manual effort. figure it’s CEO, Isabel, recognized the need for a suitable CRM to support this growth. While she had been using HubSpot Free, the CRM was never properly set up or tailored to the company’s specific needs. (00:30-01:50)
Insights from Isabel Koller, CEO of figure it
A Much Simpler and More Enjoyable CRM Experience
HubSpot has become much easier and more structured, which makes it genuinely enjoyable to use. I never had the time or patience to deal with an overwhelming number of fields.
Erik took a very deliberate approach, saying: We don’t need this—let’s remove it. Now, daily operations are much smoother, and there’s far less manual input required.
At the same time, we built in so many useful “hacks”, like integrated discovery features and workflows, that bring real value. (02:25-03:20)
SalesPlaybook Reduces Workload, Pressure, and Process Complexity Without Tying Up Internal Resources
Working with Erik was a great experience—he brings a sense of calm and meets you exactly where you are in the process, removing unnecessary pressure.
One of the key reasons I decided to move forward was knowing that he would take over the process and implementation rather than requiring internal resources that simply weren’t available. That was a game-changer. (05:40-06:10)
In total, I spent maybe 10 to 15 hours, most of which were within the first four weeks. (08:30-09:15)
Already 30% Less Admin Work in Sales—Heading Towards 50%
Right now, we’ve already reduced sales admin workload by 30%, and I’m confident we’ll reach 50% as we continue implementing the defined initiatives in a pragmatic way. (10:30-11:15)
Time to scale sales efficiently with HubSpot and optimized processes—without just adding more sales reps?
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