How We Transformed Swym's Operations with a Comprehensive HubSpot Overhaul

Client Profile

Swym specializes in empowering e-commerce brands with innovative tools that enhance customer engagement and retention. As a product-led growth company, Swym uses a consultative go-to-market approach spanning Sales, Customer Success, Marketing, and Partnerships. Despite having a strong product offering, Swym was facing operational challenges that were limiting their growth potential and team efficiency.

The Challenges

Fragmented CRM Workflows: Swym's default CRM setup couldn't handle the complexity of managing multiple lead sources. This led to ineffective routing, tracking, and onboarding workflows, causing communication duplication and operational inefficiencies.

Critical Automation Gaps: Important product events like "Hi Pri Install" weren't connected to HubSpot, which delayed response times from both Sales and Customer Success teams. Swym needed to bridge these automation gaps between their product, marketing, and customer success functions.

Risk-Prone Campaign Management: Swym's holiday campaigns required precise targeting across multiple roles, but their manual processes and data inconsistencies created risks of duplicate sends and incorrect targeting.

Disjointed Form Systems: The use of various form systems throughout Swym's digital ecosystem made lead consolidation, attribution tracking, and automation triggering in HubSpot extremely challenging.

Unmeasurable Onboarding Process: Swym lacked clear pipelines for tracking onboarding progress, resulting in ad hoc management of key milestones like discovery, installation, and integration phases.

Our Strategy

Working closely with Swym's team, we developed and implemented a comprehensive HubSpot transformation strategy focused on seven key areas:

1. Created a Centralized, Scalable Lead Infrastructure

We set up all lead types (Hi-Pri Installs, Form Submissions, Partner Leads, Manual Leads) to enter HubSpot with appropriate metadata, contact associations, and ownership.

• Built custom workflows to identify and route all leads to Swym's Prospecting workspace with correct tags
• Introduced a delay mechanism to ensure leads were properly associated before being surfaced
• Enabled real-time Slack alerts and automated owner assignments (e.g., routing Hi-Pri installs directly to Shay)

Approximately 2,000 installs per month now enter Swym's HubSpot with accurate routing and tagging, with zero lead leakage.

2. Built a Streamlined Installing-to-Onboarding Funnel

We created a new Onboarding pipeline in HubSpot that triggers automatically when a deal is marked "Closed Won."

• Collaborated with Swym's CS team to define clear onboarding stages: Discovery & Kickoff, Installation, Integration, and Go Live
• Implemented automatic creation of onboarding deals from sales closures
• Developed workflows to associate contacts and companies to onboarding deals, with Slack alerts to CS
• Defined Time to Go Live (TTL) metrics via date properties and calculated fields

100% of Swym's CS handoffs are now tracked via pipeline, with TTL metrics visible for every account from day one.

3. Enabled Precise Email Cohort Segmentation

We helped Swym's Marketing team run precise 6-month email sequences for multiple contact types (admin, staff, install) without overlap.

• Created association labels in HubSpot (Admin Contact, Staff Contact, Install Contact)
• Coordinated with Swym's backend team to push associations via API
• Established rules to exclude overlaps (preventing duplicate sends to contacts with multiple roles)
• Verified association logic using Slack debugging and contact-level testing

Swym achieved zero duplicate sends during critical holiday campaign months and increased confidence in their campaign targeting.

4. Standardized Form Routing & Lead Source Attribution

We standardized all of Swym's HubSpot and Webflow form submissions, enabling form fills to be converted into high-context leads.

• Replaced Elementor/WordPress forms with HubSpot-native forms (demo, pricing, customization services)
• Added lead source classification logic (Hi-Pri Install, Demo, Pricing, Agency, Partner, Support, Usage Upgrade)
• Created custom fields like "Form Origin," "Capabilities," and "Lead Type"

All of Swym's form fills now get routed into their CRM with proper context, with clear lead source visibility for every contact.

5. Launched & Operationalized Agency Program

We launched Swym's Agency Partner signup flow with Slack alerts and pipeline tracking.

• Created a multi-step HubSpot form with custom fields for agency name, capabilities, website, and other key information
• Routed submissions to the newly created Agency Pipeline, assigning default owners
• Set up Slack automation to push submissions into the #agency-mqls channel

Swym secured partner signups within weeks of launch, all automatically assigned and tracked in their system.

6. Revamped Data Architecture for Key Metrics

We transformed Swym's data model across deal and company records to support Sales, CS, and Marketing metrics.

• Added over 40 properties, including "Go Live Date," "Tentative Go Live Date," "Onboarding Type," "Lead Status," "ESP," "POS," "Platform," and more
• Set up automatic synchronization between Company and Deal records for fields like CSM Owner
• Created dynamic views and dashboards to track the onboarding stage, TTL, and pipeline health

Swym experienced improved reporting capabilities, enhanced lifecycle visibility, and better Sales-CS alignment.

7. Created Activity Reports for CSM Outreach Monitoring

We built reports to help Swym measure merchant engagement and CSM email response activity.

• Created custom reports showing "Companies with replies" versus "Companies without replies" YTD
• Filtered data by CSM ownership and added metrics like activity count and engagement lag
• Built dashboards for their customer success team to help prioritize accounts

Swym's CS team gained the ability to identify and focus on dormant accounts and optimize their outreach efforts.

The Results

Our comprehensive HubSpot transformation delivered significant improvements across Swym's operations:

Increased Lead Conversion Accuracy: 100% of Swym's approximately 2,000 monthly installs are now captured in HubSpot with clear ownership and priority labeling.

Eliminated Lead Leakage: Zero leads are lost from any forms or channels due to automated routing and assignments.

Enhanced Campaign Precision: Swym achieved zero duplicate sends across their extensive holiday campaigns through precise segmentation.

Automated Onboarding Tracking: 100% of new Swym customers now have their onboarding tracked in HubSpot, eliminating manual processes.

Improved CSM Visibility: Swym's Customer Success team gained real-time performance monitoring and the ability to identify unresponsive accounts.

Successful Agency Program: Swym generated qualified agency signups tracked centrally in HubSpot.

Enhanced Reporting: The clean CRM and property architecture improved reporting accuracy and lifecycle visibility while reducing manual errors.

Cross-Functional Impact

Our collaboration with Swym extended beyond marketing, deeply involving their Sales, Customer Success, Partnerships, and backend teams. We transformed HubSpot into a central operations layer, significantly reducing data silos and manual tracking across the organization.

In under six months, we delivered extensive pipeline setups, custom properties, workflows, and dashboards for Swym. The process templates we created now empower Swym's team to self-serve their internal operations efficiently, positioning them for scalable growth with HubSpot as a unified platform for their diverse operational needs.

The Team

• JK - RevOps Strategist & Account Director
• Madhusree - RevOps Analyst
• Pravin - Web Developer
• Hardik - RevOps Consultant

This comprehensive transformation has positioned Swym for scalable growth, with HubSpot now serving as a unified platform for its diverse operational needs.

Looking for similar results for your brand?

TripleDart Digital has the expertise and innovative strategies to elevate your digital marketing efforts. Connect with us today and experience the difference!