Swym, a product-led growth company empowering e-commerce brands, partnered with TripleDart to solve a critical challenge: fragmented operations across Sales, Customer Success, Marketing, and Partnerships that were hindering growth and efficiency.
In just 6 months, we helped Swym:
- Capture 100% of ~2,000 monthly installs with automated routing
- Achieve zero duplicate sends in critical holiday campaigns
- Build a fully tracked onboarding pipeline from scratch
Here's how.
About Swym
Swym is a Seattle-based shopper engagement platform that empowers e-commerce brands to deliver personalized, cross-device shopping experiences. Founded in 2012 and backed by Techstars (2017 cohort), GSF India, and Techstars Ventures with $1.29M in seed funding, Swym serves over 35,000 merchants across nearly 100 countries.
The company's platform enables mid-market to enterprise retailers on Shopify, BigCommerce, Magento, and other major e-commerce platforms to compete with Amazon-like features through tools like wishlists, back-in-stock alerts, and triggered messaging. Their ideal customers are data-driven e-commerce brands seeking to enhance customer engagement, reduce cart abandonment, and capture valuable first-party intent data.
Swym uses a consultative, product-led growth strategy spanning direct sales, strategic partnerships, and marketplace presence. Their solutions have proven ROI, with customers seeing 20-30% higher conversion rates and 30-50% increased average order values.
Swym's Objectives: Unified Revenue Operations
In the short term, they needed to fix fragmented workflows, connect product events to their CRM, and create automated processes for their complex lead routing needs.
Long-term, Swym aimed to build a scalable operational foundation that could support their growth across all revenue-generating teams while maintaining precision in customer targeting and tracking.
The Challenge: Operational Fragmentation
Before working with TripleDart, Swym faced foundational gaps that created inefficiencies across their entire go-to-market motion:
Fragmented CRM Workflows
Their default CRM setup couldn't handle the complexity of multiple lead sources, resulting in ineffective routing, tracking, and onboarding workflows. This fragmentation caused communication duplication and operational inefficiencies.
Lack of Automation
Critical product events like "Hi Pri Install" weren't connected to HubSpot, causing delays in Sales and Customer Success team actions. The automation gaps between product, marketing, and CS needed immediate bridging.
Manual and Risk-Prone Campaign Setup
Holiday campaigns required precise targeting across multiple roles, but manual processes and data inconsistencies created risks of duplicate sends and incorrect targeting.
Disjointed Form and Attribution Tracking
The use of various form systems made lead consolidation, attribution tracking, and automation triggering in HubSpot extremely challenging.
Unmeasurable Onboarding Workflow
Tracking onboarding progress lacked clear pipelines, resulting in ad hoc management of key milestones such as discovery, installation, and integration phases.
How TripleDart Built Swym's Unified RevOps Engine
We focused on creating a centralized operational infrastructure that aligned all revenue teams while enabling precise tracking and automation across the customer journey.
1. Creating a Centralized, Scalable Lead Infrastructure
We built a comprehensive system to capture all lead types—Hi-Pri Installs, Form Submissions, Partner Leads, and Manual Leads—ensuring they entered HubSpot with appropriate metadata, contact associations, and ownership.
Implementation:
- Built custom workflows to identify and route all leads to the Prospecting workspace with correct tags
- Introduced a delay mechanism to ensure leads were associated correctly before being surfaced
- Enabled real-time Slack alerts and automated owner assignments (e.g., Shay for Hi-Pri installs)
2. Building the Install → Onboarding Funnel
We created a new Onboarding pipeline in HubSpot that automatically triggered when deals were marked "Closed Won."
Implementation:
- Defined onboarding stages: Discovery & Kickoff, Installation, Integration, Go Live
- Automatically created onboarding deals from sales closures
- Created workflows to associate contacts + companies to onboarding deals, with Slack alerts to CS
- Defined TTL (Time to Go Live) metrics via date properties and calculated fields
We made onboarding milestones trackable in CRM, and this enabled CS visibility from day one.
3. Enabling Email Cohort Segmentation & Campaign Safety
We helped the Marketing team run precise 6-month email sequences for multiple contact types without overlap during critical holiday campaigns.
Implementation:
- Created association labels in HubSpot (Admin Contact, Staff Contact, Install Contact)
- Coordinated with the backend team to push associations via API
- Set rules to exclude overlaps to avoid duplicate sends
- Verified association logic using Slack debugging & contact-level testing
4. Standardizing Form Routing & Lead Source Attribution
We standardized all HubSpot and Webflow form submissions, enabling form fills to be converted into high-context leads.
Implementation:
- 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," "Lead Type," etc.
5. Launching & Operationalizing the Agency Program
We launched the Agency Partner signup flow with comprehensive tracking and automation.
Implementation:
- Created a multi-step HubSpot form with custom fields for agency name, capabilities, website, etc.
- Routed submissions to the newly created Agency Pipeline, assigning the default owner
- Set up Slack automation to push submissions into #agency-mqls
We initially ran two versions of the agency form and later consolidated them into a single multi-step version based on feedback.
6. Building Deal and Company Property Architecture
We revamped the data model across deal and company records to support Sales, CS, and Marketing metrics.
Implementation:
- Added 40+ properties including "Go Live Date," "Tentative Go Live Date," "Onboarding Type," "Lead Status," "ESP," "POS," "Platform," and more
- Set up auto-syncs between Company ↔ Deal records for fields like CSM Owner
- Created dynamic views and dashboards to track onboarding stage, TTL, pipeline health
7. Creating Activity Reports for CSM Outreach Monitoring
We built reports to measure merchant engagement and CSM email response activity.
Implementation:
- Pulled custom reports showing "Companies with replies" vs. "Companies without replies" YTD
- Filtered data by CSM ownership, added metrics like activity count and engagement lag
- Created dashboards to prioritize accounts
Results
Key Metrics Achieved
Cross-functional Enablement
Our collaboration with Swym extended beyond marketing, deeply involving Sales, Customer Success, Partnerships, and backend teams. We transformed HubSpot into a central ops layer, reducing data silos and manual tracking.
Rapid Execution and Process Templates
In under six months, we delivered extensive pipeline setups, custom properties, workflows, and dashboards. Our process templates empower Swym to self-serve internal operations efficiently.
Conclusion
RevOps transformation is about creating systems that unify teams and scale with growth.
Solving Swym's operational challenges meant building infrastructure that could handle their complex lead sources while enabling precise tracking and automation across all revenue teams.
This comprehensive transformation has positioned Swym for scalable growth, with HubSpot now serving as a unified platform for their diverse operational needs.
👉 Want to transform your RevOps and unify your revenue teams? Let's chat.
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