How Cleveland Vibrator Company Turned Two Years of Underutilized HubSpot Into a Sales System Their Reps Actually Use

At a Glance

1.  Two completely different sales cycles were being managed in one pipeline

• The Situation:  MTS deals — standard vibrators and off-the-shelf equipment — close in days or weeks. ETO deals — custom-engineered solutions for specific industrial applications — can take months. Both were flowing through the same deal pipeline with the same stages, the same follow-up expectations, and the same reporting. 
• Why It Mattered: A single pipeline made it impossible to forecast by product type. Leadership couldn’t tell whether a stalled deal was a slow-closing MTS quote or a healthy ETO opportunity in evaluation. Pipeline reviews were guesswork. 
• The Opportunity:  Separating the two deal types into dedicated pipelines — with stages and sequences appropriate to each — would let leadership forecast by revenue type and give reps a clear process to follow based on what they were actually selling. 

2. Leads were arriving but not being assigned or followed up consistently 

• The Situation: Website form submissions were going to a shared sales inbox. There was no automated routing, no system for reps to claim a lead, and no workflow to enforce a first follow-up.
• Why It Mattered:  The company’s website was generating inbound interest, but the time between a lead submitting a form and receiving a human response had no floor. Speed-to-lead was entirely dependent on who happened to check the inbox. 
• The Opportunity:  An automated lead assignment process — tied to the Outlook HubSpot Sales Add-in, with clear lead status logic and dashboard visibility into unassigned and unworked leads — would give the team the structure to respond consistently. 

3.  Sales reps were not using HubSpot’s sales tools 

• The Situation: Templates, sequences, tasks, meeting schedulers, and call logging were all available in HubSpot. None of them were being used. Reps were sending emails from Outlook without logging activity, making calls without recording outcomes, and tracking follow-ups in their heads.
• Why It Mattered:  With minimal tasks completed across the entire team in the 30 days before the engagement, there was no follow-up infrastructure. Opportunities could have been lost not because reps weren’t trying — but because there was no system keeping them on cadence. 
• The Opportunity:  Building sequences designed for each deal type, automating task creation at the right moments in the sales process, and training the team on the tools that already existed would transform the system from a passive record-keeper into an active sales manager. 

4.  Long-cycle ETO deals had no nurture program to keep them warm 

• The Situation:  ETO deals can sit in the proposal stage for six months or more while a prospect evaluates custom solutions. During that time, the only communication happening was whatever a rep happened to send manually. 
• Why It Mattered:  Prospects evaluating a multi-thousand-dollar custom vibration solution over several months need consistent, relevant education to stay engaged. Without an automated nurture track, deals went cold because there was no scalable way for a small sales team to maintain meaningful contact. 
• The Opportunity: An automated, product-family-specific nurture workflow — triggered when a deal enters the proposal stage — would send educational content for up to nine months without requiring rep intervention, keeping Cleveland Vibrator top of mind through the full evaluation cycle.

1.  Two dedicated sales pipelines — MTS and ETO — with stages, sequences, and logic built for each 

• The Move:  Modgility built two distinct HubSpot deal pipelines: the CVC – MTS Pipeline for standard stock products, and the CVC – ETO Pipeline for custom-engineered solutions. Each pipeline has its own stage definitions, required deal properties (Product Family, Deal Type, Deal Lead Source), and downstream automation. 
• How It Works:  When a rep creates an MTS deal, they enter it at the Proposal/Price Quote stage after generating a quote from the ERP, then use the MTS sequence to send the quote via Outlook. Recurring MTS deals enter at Prospecting and use a separate recurring customer sequence. ETO deals enter at Budget, progress through a ballpark estimate stage before a PandaDoc formal quote is generated, and are automatically enrolled in the ETO nurture workflow when they reach Proposal/Price Quote. 
• The Win:  Leadership can now forecast by product type — MTS versus ETO — for the first time. Reps have a clear, stage-appropriate process to follow based on what they’re selling, and every deal carries the property data needed for meaningful reporting. 

2.  An automated lead assignment and follow-up system tied to the Outlook HubSpot Sales Add-in 

• The Move:  Modgility configured the website form submission flow to notify the shared sales@ inbox and automatically send an acknowledgment email to the lead with an invitation to provide additional project detail. Reps claim leads by emailing from the Outlook HubSpot Sales Add-in, which logs the activity on the contact record and triggers lead status tracking. 
• How It Works:  When a rep responds to a lead via the Add-in, the contact’s lead status advances automatically. Three dashboard reports give visibility into what’s working and what’s falling through: CVC New Leads with No Sales Follow-up, CVC Working or Connected Leads with No Scheduled Sales Follow-up, and Unassigned Leads. Every open lead is expected to have at least one associated task with a follow-up due within three days. 
• The Win:  Leads no longer sit unworked in a shared inbox. Every inbound contact has a clear status, a clear owner, and a scheduled next step — or it shows up in a report that flags it for attention. 

3.  A structured lead qualification process with BANT capture and the Inquiry Sheet sequence 

• The Move:  Modgility built a BANT qualification section into the HubSpot Contact record and created the Inquiry Sheet sequence, which sends a structured inquiry form to leads and automatically timestamps the send date on the contact record. 
• How It Works:  When a rep follows up with a lead, they use the CVC Lead Follow-up template (via the Outlook Add-in) to send a personalized email with a HubSpot meeting scheduler link integrated with their Outlook calendar. If deeper qualification is needed, they enroll the lead in the Inquiry Sheet sequence, which attaches the inquiry form PDF and creates a task if no activity is logged within six months. Management can see Inquiry Sheet Sent Date for every contact in a single report. 
• The Win: Qualification is no longer dependent on rep memory. Budget, pain points, current process, and timeline are captured in a structured field on the contact record, and leadership can see which leads have received an inquiry sheet and which have gone cold.

4.  A product-family-specific ETO nurture workflow for long-cycle custom deals

• The Move:  Modgility built an automated nurture workflow template that triggers when an ETO deal enters the Proposal/Price Quote stage and sends educational emails for six to nine months — one per month, organized by product family — to all contacts associated with the deal. The workflow unenrolls contacts automatically if the deal moves out of proposal stage. 
• How It Works:  Each product family (DC Vibrators, pneumatic vibrators, vibratory feeders, etc.) has its own workflow instance, populated with educational content such as YouTube application videos, industry trend content, case studies, and how-we-work pieces. Contacts do not need to be newsletter subscribers to receive nurture emails — these communications are sent under a legitimate business interest framework tied to their specific product inquiry. 
• The Win: ETO prospects now receive consistent, relevant communication throughout a long evaluation cycle without any rep intervention. The sales team stays top of mind through months of consideration without burning rep time on manual follow-up.

5.  A CVC Sales Dashboard with rep-level and pipeline-level visibility 

• The Move:  Modgility built a CVC Sales Dashboard with reports covering new leads, unassigned leads, leads being worked, deals created over time, and deal amount segmented by type and product family. 
• How It Works:  Leadership opens one dashboard and sees, by rep, which leads are unworked, which deals are in which stage, and how deal creation and deal amount are trending over time. Lead response time is now a tracked metric — visible per rep — where it did not exist as a measured number before the engagement. 
• The Win: Leadership moved from intuition-based pipeline reviews to data-based ones. Rep performance conversations now start with the same numbers leadership and reps can both see.

1.  $1.43M in custom-engineered pipeline created in 30 days — in a pipeline that didn’t exist before 

• What Changed: The ETO Pipeline was built from scratch during the engagement. Before Modgility, there was no dedicated structure for tracking custom-engineered deals separately from stock products. 
• The Result:  Within 30 days of launch, $1.43M in Engineer-to-Order deal value had been entered and was actively moving through a purpose-built pipeline. That’s not recovered pipeline — it’s pipeline that could not have been measured before. 

2. Task completions increased 33x in the first 30 days 

• What Changed: Automated workflows created tasks at the right moments in the sales process, and sequences tied to each deal type generated structured follow-up cadences for reps. The Tasks View Page gave reps a single interface to work through their daily queue.
• The Result:  67 tasks were completed in the 30 days after launch, compared to 2 in the 30 days prior. Follow-up is no longer an act of memory — it’s an act of completing what the system put in front of each rep. 

3.  Average lead response time dropped 53% across the sales team 

• What Changed: Inbound leads now route to a structured assignment process. The Outlook HubSpot Sales Add-in logs activity directly to the contact record and advances lead status. Dashboard reports surface unresponded leads for immediate attention.
• The Result: Average lead response time across four tracked reps dropped from 16.2 to 7.6, a 53% reduction. The team is now reaching new leads in less than half the time they were before the engagement.

4.  Leadership now has rep-level visibility into pipeline, activity, and lead response — for the first time 

• What Changed:  The CVC Sales Dashboard is live, pulling real data from a system that is now being used the way it was designed to be used. 
• The Result:  Coaching conversations, tradeshow planning decisions, and pipeline reviews can now start with data. The team knows which leads are unworked, which reps are behind on follow-up, and how deal creation is trending — without running a manual report.