Success Story
Hadrian Impact Study
Company
Hadrian
Services used
CRM Data Hygiene & Lead Routing Automation
Industry
Cybersecurity
Overview
Hadrian builds AI-powered security solutions, including automated penetration testing. Their product was strong, but their sales process was being held back by poor CRM data and a manual approach to lead assignment. RevOps Automated worked with Hadrian to clean up their HubSpot data, automate lead distribution, and put tools in place to keep their CRM healthy as the business grows.
Challenges
Hadrian’s HubSpot portal had built up a significant number of duplicate contacts and companies, along with stale leads that no longer reflected active opportunities. This made it difficult for the team to trust their data or use it to make decisions.
At the same time, new leads were being assigned to sales reps manually. The process was slow and inconsistent, which meant leads were not always followed up quickly and the workload was not evenly shared across the team. Together, these issues were costing Hadrian potential deals and limiting how effectively the sales team could operate.
Solution
We built the solution directly within Hadrian’s HubSpot portal, using custom objects, lists, and Koalify, a data quality tool for HubSpot.
Data cleanup: Using Koalify, we identified and merged duplicate contacts and companies to create a single, reliable source of truth. We set up custom rules to automatically flag duplicates, making it easy for the team to review and merge records in bulk.
Automated lead rotation: We implemented a rules-based system that assigns new leads to sales reps automatically. Every lead is now distributed fairly and instantly, removing the manual work and the inconsistency that came with it.
Ongoing data health: With Koalify integrated into their portal, Hadrian can now run reports to spot new duplicates as they appear, so their data stays clean over the long term without another large cleanup project.
Impact
More accurate data: Removing duplicates and outdated records gave Hadrian a CRM they can rely on, with data accuracy improving to 95%.
Faster lead response: Automated lead rotation means reps receive new leads as soon as they come in, reducing response times by approximately 80% and supporting higher conversion rates.
Processes that scale: With assignment and data quality now largely automated, Hadrian can grow their sales operation without a matching increase in manual admin.
Results at a glance
Metric | Before | After |
|---|---|---|
Time spent on data cleaning | Several hours per week | Minutes per week |
Data accuracy | Prone to errors | 95% |
Lead response time | Slow and inconsistent | Around 80% faster |
Scalability | Limited | High |
“Before working with RevOps Automated, our HubSpot data was full of duplicates and outdated records, and leads were being assigned by hand, which slowed our team down. They cleaned up our CRM, automated how leads reach our reps, and gave us the tools to keep our data healthy going forward. We now have data we can trust, our reps respond to leads faster than ever, and we have a sales process that can grow with us without adding more manual work.”
Hadrian Leadership Team
Impact Snapshot
95
%
data accuracy
Duplicate contacts, duplicate companies and stale leads were cleaned out of HubSpot, giving the team a single, reliable source of truth they can use with confidence for decision-making.
80
%
faster lead response
Leads used to be assigned by hand, which was slow and inconsistent. Now reps receive new leads the moment they come in, so follow-up happens faster and conversion opportunities are no longer missed.
100
%
automated lead assignment
Every new lead is now distributed by a rules-based rotation, removing manual work and ensuring the workload is shared fairly across the sales team as Hadrian grows.
90
%
less time spent on data cleaning
Data cleanup went from several hours per week to just minutes, with duplicates now flagged automatically and merged in bulk instead of being tracked down one by one.
