How Swym Turned HubSpot Into an AI-First RevOps Engine Across PLG and Mid-Market
About Swym
Swym is a Seattle-based shopper engagement platform that helps e-commerce brands deliver personalized, cross-device shopping experiences. Founded in 2012 and backed by Techstars (2017 cohort), GSF India, and Techstars Ventures, Swym serves tens of thousands of merchants across nearly 100 countries.
The 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 e-commerce brands that want to lift customer engagement, reduce cart abandonment, and capture first-party intent data.
Swym runs a consultative, product-led growth strategy spanning direct sales, strategic partnerships, and marketplace presence. Their customers report 20-30% higher conversion rates and 30-50% increased average order values.
Swym's Objectives: A Unified, AI-First Revenue Engine
In the short term, Swym needed fragmented workflows cleaned up, product events connected to their CRM, and complex lead routing automated across many sources.
Long-term, the goal sharpened into something bigger: build one operational foundation that serves two very different motions at once. The SMB side is self-serve and product-led, driven heavily by the Shopify App Store and increasingly by website, search, and partner discovery. The Mid-Market side is sales-led, with longer cycles and more nurturing.
Swym wanted both motions unified on the same tools wherever possible, with a hard commitment that every new process gets automated first and the human layer stays as thin as possible. HubSpot was chosen as the single source of truth for customer data at the center of it.
The Challenge: Operational Fragmentation
Before working with TripleDart, Swym faced foundational gaps across their entire go-to-market motion.
Fragmented CRM Workflows
Their default CRM setup could not handle the complexity of multiple lead sources, resulting in ineffective routing, tracking, and onboarding. This fragmentation caused communication duplication and operational inefficiency.
Lack of Automation
Critical product events like Hi-Pri Install were not connected to HubSpot, delaying Sales and Customer Success actions. The 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
A patchwork of form systems made lead consolidation, attribution tracking, and automation triggering in HubSpot extremely difficult.
Unmeasurable Onboarding Workflow
Onboarding progress lacked clear pipelines, resulting in ad hoc management of key milestones like discovery, installation, and integration.
New Lead Sources Arriving Faster Than They Could Be Automated
As Swym matured, demand started coming from places the CRM did not yet listen to, such as product support conversations in Intercom. Without automation, each new source meant another manual process, the opposite of where Swym wanted to go.
Swym needed the fragmentation fixed, the automation extended to every new source, and HubSpot made the one place everyone trusted.
How TripleDart Built Swym's Unified, AI-First RevOps Engine
Timeframe: 2024 to present (ongoing). Services: RevOps.
We focused on creating a centralized operational infrastructure that aligns all revenue teams while enabling precise tracking and automation across the customer journey, then kept extending it as Swym's motion matured toward AI-first.
Across that timeline, nine builds did the actual work. Grouped by function, they cover six areas of the revenue engine:
1. Creating a Centralized Lead Infrastructure
We built a system to capture all lead types, including Hi-Pri Installs, form submissions, partner leads, and manual leads, ensuring they entered HubSpot with the right metadata, contact associations, and ownership.
- Built custom workflows to identify and route all leads to the Prospecting workspace with correct tags
- Introduced a delay mechanism so leads were associated correctly before being surfaced
- Enabled real-time Slack alerts and automated owner assignment, for example on Hi-Pri installs
Result: ~2,000 installs a month now enter HubSpot with accurate routing and tagging, with zero lead leakage.
2. Building the Install-to-Onboarding Funnel
We created a new Onboarding pipeline in HubSpot that triggered automatically when deals were marked Closed Won.
- Defined onboarding stages: Discovery & Kickoff, Installation, Integration, Go Live
- Automatically created onboarding deals from sales closures
- Associated contacts and companies to onboarding deals, with Slack alerts to CS
- Defined TTL (Time to Go Live) metrics via date properties and calculated fields
Result: 100% of CS handoffs are now tracked via pipeline, and TTL is visible for every account.
3. Enabling Email Cohort Segmentation and Campaign Safety
We helped Marketing run precise six-month email sequences for multiple contact types without overlap during critical holiday campaigns.
- 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 and avoid duplicate sends
- Verified association logic using Slack debugging and contact-level testing
Result: zero duplicate sends during critical holiday campaign months, and higher confidence in campaign targeting.
4. Standardizing Form Routing and Lead Source Attribution
We standardized all HubSpot and Webflow form submissions so form fills became high-context leads.
- Replaced Elementor and WordPress forms with HubSpot-native forms (demo, pricing, customization services)
- Added lead source classification (Hi-Pri Install, Demo, Pricing, Agency, Partner, Support, Usage Upgrade)
- Created custom fields like Form Origin, Capabilities, and Lead Type
Result: all form fills now route into the CRM with context, and lead source visibility is enabled for every contact.
5. Launching and Operationalizing the Agency Program
We launched the Agency Partner signup flow with tracking and automation built in from day one.
- Created a multi-step HubSpot form with custom fields for agency name, capabilities, website, and more
- Routed submissions to a new Agency Pipeline with default owner assignment
- Set up Slack automation to push submissions into #agency-mqls
Result: partner signups arrived within weeks of launch, all automatically assigned and tracked.
6. Building Deal and Company Property Architecture
We revamped the data model across deal and company records to support Sales, CS, and Marketing metrics.
- Added 40+ properties including Go Live Date, Tentative Go Live Date, Onboarding Type, Lead Status, ESP, POS, and Platform
- Set up auto-syncs between Company and Deal records for fields like CSM Owner
- Built views and dashboards to track onboarding stage, TTL, and pipeline health
Result: improved reporting, lifecycle visibility, and Sales-CS alignment.
7. Creating Activity Reports for CSM Outreach Monitoring
We built reports to measure merchant engagement and CSM email response activity.
- Pulled custom reports showing companies with replies versus companies without replies, year to date
- Filtered by CSM ownership and added metrics like activity count and engagement lag
- Created dashboards to prioritize accounts
Result: CS can now focus on dormant accounts and prioritize outreach instead of guessing.
8. Automating Net-New Lead Sources: Intercom to HubSpot
As Swym committed to automating every new process, we turned product-support signals into pipeline. Support conversations in Intercom about the Gift Registry product were a real buying signal, but they lived outside the CRM.
- Mapped the existing Intercom-to-HubSpot connection to understand how tickets log in at the contact, company, and ticket-property level
- Stood up a dedicated Riskless Solutions lead pipeline, kept consistent with existing pipeline parameters
- Built a workflow so an Intercom Gift Registry ticket automatically creates a lead in that pipeline, with no manual entry
- Added qualification logic inside the HubSpot workflow (product, segment, and region filters) so only qualified tickets convert to leads
Result: a brand-new lead source runs on autopilot, and the pattern is reusable. Each future source plugs into the same model: capture in the tool where it happens, qualify in HubSpot, route automatically.
9. Consolidating the Stack Around HubSpot as the Source of Truth
Swym's direction is unambiguous: the CRM is the source of truth for customer data, and that CRM is HubSpot. We are supporting that consolidation as the marketing stack simplifies, with Mantle being retired and email marketing moving to Resend, while HubSpot holds the governed customer record underneath.
- Positioned HubSpot as the system of record so downstream tools and automations read from clean, consistent data
- Supported the transition off Mantle by aligning customer data so email flows run on one reliable CRM record instead of scattered copies
- Prioritized data-quality and reliability work so automations are built on trustworthy data rather than shortcuts
Result: a clearer path to a single, reliable customer record that both the PLG and Mid-Market motions, and the email stack, can depend on.
Results
Key metrics achieved:
Cross-Functional Enablement
Our work with Swym spans Sales, Customer Success, Marketing, Partnerships, and backend teams. We turned HubSpot into a central ops layer, cutting data silos and manual tracking, and we keep extending it as new sources and motions come online.
Rapid Execution and Process Templates
We delivered the core pipeline, property, workflow, and dashboard build in under six months, then continued as an embedded RevOps partner. Our process templates let Swym self-serve internal operations, and our automation-first approach means each new request starts with the same question: what will it take to automate this.
Conclusion
For Swym, the work meant building infrastructure that could handle complex lead sources, then evolving it into an AI-first engine where every new process is automated by default and HubSpot is the single source of truth.
Two motions, self-serve SMB and sales-led Mid-Market, now run on one foundation. New lead sources plug in without extra manual work. The stack is consolidating around a clean, reliable customer record.
That's the foundation Swym needed to keep growing without adding manual work at every new source.
Since 2024, we have helped Swym:
- Capture 100% of ~2,000 monthly installs with automated routing and zero lead leakage
- Achieve zero duplicate sends across critical holiday campaigns
- Build fully tracked onboarding and agency pipelines from scratch
- Automate net-new lead sources, including Intercom gift-registry tickets that now create qualified leads in HubSpot with no manual touch
- Set HubSpot as the governed system of record as Swym consolidates its stack around an AI-first automation mandate