“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. 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
| Hub | Role |
|---|---|
| Marketing Hub Pro | AI lead scoring + SLA enforcement; partner attribution via form logic |
| Sales Hub Enterprise | Three pipelines; 7-step commission chain; ownership-based privacy |
| Service Hub Pro | 90-day renewal triggers; churn auto-tagging; Day 1/7/14 onboarding |
| Content Hub Pro | Authenticated customer portal; real-time HubSpot data sync |
| Operations Hub | Calculated property chain; Stripe/Happily/Zapier integration health |
Fig. 1: Connected Apps & Integration
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.
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. 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.
| Tool | Application | Time Saved |
|---|---|---|
| Claude AI | Commission chain logic validation and audit trail design | ~12 hours |
| ChatGPT | Calculated property formula drafting and edge case enumeration | ~8 hours |
| Make.com AI | Stripe–Happily–HubSpot integration prototyping | ~6 hours |
Results
Every outcome below existed in HubSpot before this case study was written; none are projections.
| Metric | Outcome |
|---|---|
| $61K → <$2K | Revenue reconciliation gap closed |
| 76% → 88% | Renewal rate improvement |
| 42% → 68% | Onboarding completion within 21 days |
| 28–32 hrs → 6–8 hrs | Monthly manual work eliminated |
| 5–6 → 1–2 | Commission disputes per quarter |
| >90% | Partner-driven deals tracked across SRS, ABC Supply, and CertainTeed |
| Zero | Margin-data exposure incidents since go-live |
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. INSIDEA and Project Map IT are now in Phase 4, with Breeze AI agents, full-funnel attribution, and a unified RevOps dashboard scoped and signed off. 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
How INSIDEA works
