How INSIDEA Rebuilt Project Map IT's Commercial Infrastructure

“They are probably saving me 10’s of thousands of dollars if not 100s of thousands, through automations and efficiencies.” — Stephen Spence, Owner & MD, Project Map IT

Project Map IT is a 10-person B2B SaaS business serving home improvement contractors across North America. The product was strong, and the customer base was growing, but the commercial infrastructure hadn’t kept pace. By October 2024, HubSpot and Stripe disagreed on revenue by $61,000; commissions were reconciled in Excel with no privacy controls; and the renewal pipeline didn’t exist. The root cause was architectural: HubSpot deal stages had never been mapped to Stripe’s billing categories during initial onboarding, and no Operations Hub properties existed to bridge the two systems. INSIDEA was engaged to rebuild everything across five connected HubSpot hubs in a single, integrated motion.

The Challenge

Revenue reporting had been unreliable for 12+ months. Yearly subscriptions were mishandled in the monthly rollup, Stripe's billing categories weren't mapped to HubSpot deals, and partner discount metadata was being silently dropped, leaving a $61,000 discrepancy and every MRR and ARR conversation starting from a number nobody trusted.

Commission management had become a retention risk. Four reps’ rates were reconciled by hand each month without privacy controls, meaning every rep could see every other rep’s pay. At four reps, it had become a structural retention risk. The problem had existed since the second sales hire.

The customer lifecycle was invisible. There was no renewal pipeline, churn was discovered when payments stopped, and some churned records had been deleted entirely. Onboarding was an email thread per account, stalled cases surfaced only when a frustrated customer wrote in, and a Happily integration silently created duplicate contacts every time a customer changed their email address.

The Solution

INSIDEA ran a three-week diagnostic before making any configuration changes. The answer was five connected HubSpot hubs, not a stitched-together stack.

The Five-Hub Architecture

Fig. 1: Connected Apps & Integration

A seven-step Operations Hub property chain automates commission calculations. On each deal update, it applies plan discounts, calculates CertainTeed payouts, derives net PMI revenue, standardizes customer payments, applies rep-specific commission rates, and writes the final commission to the deal. Results are audit-ready within seconds and visible only to the deal owner.

Fig. 2: Commission Properties

Six workflows replaced fourteen manual processes: automated churn tagging with date capture and Slack alerts, a 90-day renewal trigger that creates a deal and assigns an Account Manager before the at-risk window opens, Day 1/7/14 onboarding follow-up with escalation for customers who never log in, commission date capture that fires the calculation chain on close, per-partner attribution dashboards for SRS, ABC Supply, and CertainTeed, and a five-touch 21-day nurture sequence for trade show leads.

Fig. 3: Automation Workflows Library

A fragmented stack would have reintroduced the same integration failures. HubSpot’s single data model means every hub reads and writes the same records, with no sync lag or data silos.

How AI and Automation Do the Heavy Lifting

The platform combines deterministic intelligent automation, ML-backed lead scoring, and real-time customer experience automation. HubSpot’s AI lead scoring in Marketing Hub Pro combines behavioral signals (form fills, page views, email engagement, ad clicks) with demographic enrichment to enforce SLA-based rep routing, reducing average rep response time and ensuring no inbound lead sits unworked beyond the SLA window. The seven-step commission chain uses multi-variable conditional logic that most teams would outsource to external code, yet it’s built and runs natively in Operations Hub.

Breeze AI is scoped for Phase 4: customer handoff agents to eliminate manual transition delays at renewal; AI-powered lead routing to replace static territory assignment with availability-based decisions; and full-funnel attribution to connect every marketing touch to closed revenue at the rep level.

Results

Every outcome below existed in HubSpot before this case study was written; none are projections.

At a conservative $50/hour, eliminating 22 hours of monthly manual work delivers over $13,000 in annual savings. Renewal rates also increased from 76% to 88%, strengthening ARR retention and long-term revenue growth.

Fig. 4: Revenue Operations Architecture

Impact

“They are probably saving me 10’s of thousands of dollars, if not 100s of thousands, through automations and efficiency.” — Stephen Spence, Owner & MD, Project Map IT

The retainer has been extended twice, a signal of sustained confidence in both the platform and the partnership. Today, sales reps see only their own commission figures, and commission conversations are no longer a source of internal tension; the CS team gets stalled-onboarding alerts before customers complain, and finance closes the month without touching a spreadsheet.

The roadmap ahead is structured around three growth outcomes. Breeze AI customer handoff agents will eliminate the manual coordinator step at renewal, targeting a further lift in renewal rate from 88% toward 95%. Full-funnel attribution will connect every partner marketing touch, across SRS, ABC Supply, and CertainTeed, directly to closed revenue at the rep level. A unified RevOps dashboard will give the founder a live read on MRR, churn risk, and pipeline health in one screen. The business scales through configuration, and INSIDEA is there at every step.

HubSpot Solutions Directory · 5 Stars · Feb 14, 2025 · Stephen Spence, Owner & MD of Project Map It

Video Testimonial · Feb 2025 · Stephen Spence, Owner & MD of Project Map It