Adler Advisors

stack HubSpot Enterprise · Zapier · Slack · Smartsheet (migration source)

Overview

Adler Advisors is an advisory firm where my work runs on two tracks. The visible track is the website, which I built and continue to maintain and optimize for search. The bigger track is revenue operations: I architected and implemented their HubSpot Enterprise instance for approximately 20 users and built the operational systems the team runs on — quoting, sales handoffs, onboarding, reporting, and the documentation that makes it all survive contact with real workweeks.

The problem

The firm’s operational memory lived in Smartsheet. That’s fine for a small team and quietly brutal as it grows: quoting was manual, handoffs between Sales and Account Management happened in emails and hallway conversations, proposals and contracts were tracked by whoever remembered them, and leadership had no reliable dashboard — just assembled-by-hand reports that were out of date the moment they were finished.

The problem wasn’t a missing tool. It was that no one had designed the system: where information lives, who does what with it, and how it moves from one stage of the customer to the next.

What I did

Website — built AdlerAdvisors.com, and continue to maintain and optimize its SEO.

Revenue operations — the core of the engagement:

• Architected and implemented HubSpot Enterprise for approximately 20 users
• Migrated operational processes out of Smartsheet and into HubSpot
• Designed custom objects and properties to hold client and product information the business actually needs
• Built workflows and automations across the lifecycle
• Connected HubSpot with email, Slack, forms, Zapier, and external APIs
• Built the quoting process and the sales handoff from quoting to the Sales team
• Tracked proposals, contracts, and documents through the pipeline
• Automated onboarding handoffs from Sales to Account Management
• Built dashboards and EOS-style weekly scorecards
• Created and documented SOPs with the individual teams, and trained users on the system

Event and lead operations — designed the lead-capture, assignment, follow-up, and attribution process for the Midmarket Enterprise Summit.

The system

The design principle: information is captured once, at the source, and then flows. A quote generates the deal record; an accepted quote triggers the contract stage; a signed contract triggers onboarding; Account Management inherits a complete record instead of a forwarding email chain. Custom objects carry the client and product structure so the CRM mirrors how the business actually thinks about its customers — not the other way around.

On top of the flows sit the dashboards and the EOS-style weekly scorecard: the same numbers, generated the same way, every week, so the leadership meeting starts from shared reality instead of reconciling spreadsheets.

And underneath it all, SOPs written with each team — not at them — because a process the users helped design is a process they follow.

Outcome

Event lead operations — the Midmarket Enterprise Summit:

• 251 leads generated against a target of 75 — 334% above target

Operational results from the Smartsheet → HubSpot migration and process work:

• 40% workflow efficiency improvement
• 25% reduction in processing time
• 30% improvement in revenue forecast accuracy

What I learned

• RevOps is an editing job. Most of the value came from deleting handoffs, merging duplicate records, and refusing to automate a process that shouldn’t exist. The system is good because of what it doesn’t contain.
• The scorecard changes the meeting. When the numbers assemble themselves and everyone trusts them, the conversation moves from “whose number is right” to “what are we doing about it” — which is the entire point.
• Training is the product. A HubSpot instance nobody understands is a very expensive Smartsheet. The SOPs and the training are what made the architecture real.

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