Case study · HubSpot sales operations
How 3 & Four Helped WaterWalk Build a Scalable HubSpot Sales Operations System
Illustrative case file. Figures from the engagement.
01 · Background
A hospitality brand selling across locations and channels
WaterWalk is an extended-stay hospitality brand offering flexible accommodations designed for both short-term and long-term stays. With a strong focus on corporate travelers, relocation guests, and project-based stays, WaterWalk works across multiple lead generation channels and property locations to manage business opportunities and guest relationships efficiently.
02 · Challenges
Nine symptoms of a process that had outgrown its workflows
As WaterWalk expanded its sales and outreach efforts across multiple locations and lead channels, operational challenges emerged around lead management, pipeline visibility, and process standardization.
Inconsistent lead intake
Leads were entering the system from multiple channels, but the overall intake and tracking approach varied by source.
No structure for lead progression
Lead progression and engagement tracking lacked a consistent structure, making it difficult to identify which contacts had been engaged, followed up with, or progressed through the funnel.
Manual lead routing
Assignment and routing of leads relied heavily on manual coordination, particularly for location-based ownership and Wyndham-sourced opportunities.
Task overload
Tasks were being created automatically at multiple stages, including contact creation and deal creation, resulting in excessive task volume and reduced operational clarity for teams.
Inconsistent deal creation
Deal creation criteria differed across teams and properties, creating inconsistencies in how opportunities, contracts, and negotiated rates were tracked within HubSpot.
Unstructured contracts and hotel associations
Contract documentation and hotel associations were not being managed within a standardized structure, limiting visibility and consistency across deal records.
Minimal automation
Automation within the lead-to-deal journey was minimal, with several repetitive processes still being handled manually.
Limited reporting visibility
Reporting across leads, deals, and sales activity was limited, making it challenging to monitor funnel progression, outreach activity, and overall team performance in a centralized way.
03 · Solution
A structured revenue operations framework, simpler for the team
Our focus was to build a more structured and scalable revenue operations framework within HubSpot while simplifying day-to-day workflows for the sales team.
Standardized Lead Lifecycle Framework
We designed and implemented a structured lead progression model to create consistency across the entire engagement journey. New contacts automatically receive a standardized initial lead stage and lifecycle classification, and lifecycle updates are aligned with sales engagement milestones for clearer reporting on progression and conversion.
Engagement Monitoring & Activity Automation
Automated inactivity monitoring was introduced across both contacts and deals. Notifications trigger when engaged contacts remain inactive for a defined period, and deal owners automatically receive follow-up tasks when opportunities show no activity within a set timeframe, without creating unnecessary task clutter.
Deal Qualification & Pipeline Structuring
Deals are now created only after qualification criteria are identified, so pipeline reporting reflects meaningful opportunities rather than early-stage conversations.
Task & Workflow Optimization
We reduced operational noise by removing excessive task creation tied to contact creation events, reducing redundant assignment notifications, and simplifying workflow logic to improve usability for the sales team.
Lead Routing & Ownership Alignment
We refined lead assignment workflows to align contacts with the appropriate owners based on location and operational structure, reducing manual coordination and improving ownership clarity.
Unified Reporting & Dashboard Framework
A centralized, actionable view of performance across the funnel for leadership and operational teams.
Marketing Campaign & Email Support
We developed marketing email templates, campaigns, and campaign-related communication assets within HubSpot, giving the team a more organized framework for outreach and audience engagement.
04 · Results and impact
Results & Impact
Following implementation, WaterWalk established a significantly more structured and scalable sales and lead management environment within HubSpot, and a more connected operational structure across its sales and marketing ecosystem.
Lead Progression Visibility
Improved visibility into lead progression and engagement activity across the funnel, with stronger reporting across leads, deals, and team performance.
Streamlined Automation
Reduced operational noise through streamlined task and notification automation, and improved day-to-day usability within HubSpot.
Consistent Deal Creation
More consistent qualification and deal creation processes across teams and locations, with cleaner pipeline visibility and reporting accuracy.
Follow-Up Accountability
Better follow-up accountability through inactivity monitoring and automated reminders, and greater clarity around ownership and responsibilities.
Teams gained more actionable insights into activity and sales performance, and a scalable operational foundation to support continued growth across locations and channels.