Through the course of last year, RevenueHero evolved from delivering the best scheduling experience to becoming the best meeting orchestration product for marketing and revOps teams. What enabled us to do this was conversations with hundreds of operators in the space, closest to the problem. Here is what we learnt:
The revenue gap nobody sees
Last year, we ran an experiment that felt like opening Pandora's box of revenue operations. We submitted demo requests on 1000 B2B websites to understand how companies handle inbound interest. The results were eye-wateringly painful - 63.5% never responded, and the average response time was a whopping 29 hours.
That delay—between prospect interest and sales team action—is more than just a metric. It's the invisible roadblock standing between businesses and their revenue goals.
Just ask Seamless, a company handling hundreds of demos per day. Every minute of delay can mean thousands in lost revenue:
These days we're doing hundreds of demos per day and we're bringing in, you know, over 600, 700 users per day, sometimes even more.Jonathan Pogact, VP of Marketing, Seamless
Behind the scenes: What does it take to convert intent into pipeline?
As a RevOps leader, you know the drill: For an account executive (AE) or sales leader to get in front of a prospect, RevOps teams have to engineer multiple systems in the background. Let's break down what's really happening in your tech stack:
1. Lead distribution and routing logic:
Your routing rules are trying to balance multiple variables simultaneously. Every lead generated by your marketing team has to be assigned to the right sales rep, while taking into consideration:
- Territory mapping and teams that seem to keep changing
- Account segmentation rules and rules of engagement
- Product and industry specialisation within your sales team
All this while still ensuring that everyone in the sales team gets an equal number of opportunities for a fair shot at hitting quotas.
While all of this is happening, you also have your Salesforce automation wrecking havoc by overriding assignment rules due to multiple updates from different data sources, and manual updates by your sales teams.
2. Qualification process automation:
Your lead scoring system is constantly evolving based on prospect behavior. Every interaction needs to be tracked and scored properly to ensure leads are sales-ready before reaching your AEs, considering:
- Marketing engagement data is scattered across multiple platforms
- Sales activity metrics need manual updating
- Qualification criteria vary by segment and product
In the meantime, your BDRs and AEs are waiting for clear signals to take action. And your marketing and sales teams are operating on different systems with conflicting definitions of what makes a qualified lead, creating a constant back-and-forth of lead status updates.
3. The Calendar Coordination Nightmare:
When you've finally identified the perfect AE match (Jean, your Enterprise North America specialist), you hit the real bottleneck: calendar availability doesn't match your prospect's requested time slots, forcing your team to:
- Manually check multiple calendars across time zones
- Send emergency Slack messages to reorganize existing meetings
- Risk losing momentum while waiting for schedule alignment
4. The data maze:
The meeting has finally been completed…or has it? At this critical moment, every meeting outcome needs to be tracked to measure success and optimize your process. But you're faced with:
- Calendar events showing different statuses than CRM records
- Close to zero visibility into meeting outcomes with reps always busy with other tasks
- Duplicate meeting activity logs on your CRM
At the same time, your leadership team needs accurate data for forecasting and your RevOps team struggles to piece together the true picture of your meeting effectiveness.
The result? Critical business decisions being made on incomplete or inaccurate data. What should be a straightforward yes/no task often turns into a mess of conflicting data, missing details, and manual work.
By the time you've navigated these interconnected systems, your prospect has likely moved on to a competitor who responded faster.
The (not-so) hidden cost of complex routing
During our experiment, we found that only 11.3% of companies had any form of intelligent routing. That means nearly 89% of RevOps teams are still manually managing routing rules—spending hours and frustrating teams in the process.
For businesses with automated processes, the limitations of CRM routing—basic property matching for contacts, leads, and accounts—still act as bottlenecks. Custom business models or advanced routing logic often feel impossible to execute. That’s why we decided to tackle this head-on.
“So the biggest game changer for us was that before we onboarded RevenueHero figuring out where to route calls with inbound prospects was a really labor intensive thing. We needed to have BDRs actually review each of these leads and figure out which sort of category they would fit into for us and then route them to the correct account executive based on that.”Dominic, RevOps Manager, Trova Trip
Mastering routing workflows for enterprise businesses
As our customer base scaled, it became clear that scheduling is no longer just about assigning the right meeting to the right rep. The real opportunity lies in building routing workflows that enable RevOps teams to improve operations and scale efficiently, rather than spending valuable time maintaining legacy processes.
Here's how RevenueHero turned all of those multiple steps into automated processes:
Advanced matching for Salesforce & HubSpot
Given the enterprise grade complexity that needs to be handled in routing your prospects, while still ensuring a consumer grade experience when they want to talk to sales, we developed our routing engine to do just that.
When looking to match prospects with the right sales reps based on CRM data, reliance on just the email domain for matching became outdated the moment we started working with larger GTM organisations.
When your CRM feed involves multiple campaigns throughout the year, it immediately becomes inundated with doppelgangers, duplicates and deepfakes of companies, contacts, leads and any object you can think of.
After conversations with Ops teams tackling this exact issue, we launched advanced matching which matches prospects based on any form input, compared against any of your CRM properties, with tiebreakers to deal with duplicates. You can read more about it here.
“I've seen this happen before RevenueHero, where the lead goes to the wrong rep. And then they reach out and they connect with them like, oh, sorry, I didn't know you were working with Bob.
And so, RevenueHero plays a super important role. It removes as much friction as possible, gets them into a meeting as quickly as possible because they're raising their hand.”
Steve McChesney, Fractional CMO, GroGov
Custom Object Matching
Through conversations with upmarket customers whose go-to-market models go beyond standard CRM setups, we quickly recognized that the task of an ops person in the organization becomes extremely complicated. Ops professionals in these organizations are expected to achieve the near impossible task of ensuring prospects are matched with the right sales reps while automating the entire journey within a completely custom-built CRM structure.
Here’s what that looks like in practice:
In enterprise companies, CRMs are heavily customized to align with their unique business needs. For Ops teams, this means designing intricate routing workflows that shorten the sales cycle by connecting prospects to the right person from the very first meeting—all based on data stored in custom objects. This challenge is especially common in industries like healthcare and real estate but is increasingly prevalent in B2B SaaS as they scale to enterprise.
With RevenueHero, this process is simplified. Matching prospects to custom objects in Salesforce can be configured in just a few steps and left to run on autopilot, saving Ops teams time and ensuring every prospect is routed with precision.
Explore our use cases guide to discover real examples of how various industries use custom object matching today.
Teams Integration
As your go-to-market strategy expands to newer geographies and different ACV segments, your tools must adapt to serve the needs of your customers. That’s why we introduced multiple conferencing options, even for teams using different calendars.
By integrating Microsoft Teams as a video conferencing tool—even for those operating on Google Calendar—RevenueHero lets businesses meet their customers where they are, ensuring a frictionless experience without compromising on operational flexibility.
Skip the form and go straight to booking
As revenue continues to scale, marketing teams launch multiple campaigns, driving leads into your CRM from various sources. These leads turning into pipeline is a low probability event and involves moving through both inbound and outbound cadences before finally choosing to interact with your CTA.
When campaigns or scheduler links are sent, it’s essential that leads are routed to the existing account owner based on CRM information. However, prospects may not always provide the same data, leading to misrouted opportunities and a fragmented customer experience.
To address this, we introduced pre-filled forms that pull in data from your CRM, ensuring leads are routed to the right person. This enhances the prospect experience by maintaining consistent communication with the same rep, while also reducing the need for redundant data entry on their part.
Shifting focus from internal matchmaking for group demos
The complexity deepens when managing multi-functional and technical products. For a network observability platform looking to automate inbound scheduling, their operations team faced the challenge of ensuring prospects could connect with both an AE and SE at their preferred time slot. Given that the ratio of AEs is often higher than SEs, this became an orchestration nightmare.
However, in a technical setting, it’s essential to have both roles present from the outset—beyond a standard sales call. Reducing this step significantly impacts their pipeline efficiency.
So we developed Collective Round Robin, which automatically presents prospects with a scheduler showing the common availability of AE and SE pairs. This ensures that they are connected to the right team from the very beginning.
Speed to lead is the #1 thing you can do to close more deals. And that's one thing I tell every single one of our AE's or SDR's. You know, the number one thing without becoming any smarter, any better at selling, the number one thing you can do is just respond really quickly.
And RevenueHero is almost like essentially a product that lets you do that in a scalable way across the team. And I think that's why it's had such a big impact on us. It's because RevenueHero has essentially reduced our speed-to-lead down to zero.Dan Ni, CEO , TLDR
Reclaiming strategy in RevOps
In the world of RevOps, there’s a recurring theme: teams want to move beyond being seen as tooling administrators and step into a more strategic role. But to do that, they need reliable, actionable data from their CRM—data that fuels accurate forecasting, resource planning, and growth decisions.
Yet, from countless conversations with RevOps leaders, one surprising challenge continues to surface: even something as basic as reliable information on which sources drive the most meetings remains a confusing gap. Without this clarity, crafting strategic projections or optimizing workflows becomes an uphill battle.
These were a few of the nitty-gritty asks that made a big difference in overall CRM hygiene when it came to meeting data:
Clean ownership data
Clear ownership of accounts, leads, or contacts is a fundamental requirement for any RevOps team. However, group demos and multi-participant meetings often created gaps, with only the sales rep’s name being updated while the secondary owner was overlooked due to manual processes.
With RevenueHero, this is no longer an issue. For all Collective Round Robin meetings, both primary and secondary owners are automatically updated in the CRM—ensuring no team member is missed.
No more duplicate meeting logs
It’s astonishing that no scheduling tool in the market has tackled one of the most fundamental CRM challenges—duplicate meeting logs. This seemingly simple issue creates chaos in reporting and skews meeting health analysis, with multiple entries of the same meeting clogging your data.
RevenueHero solves this by verifying calendar events before logging them into the CRM. Only unique meeting activities are recorded, ensuring clean and reliable data. Curious about the mechanics behind it? You can explore the details here.
Distribution reports on the go
Eliminating duplicate logs is just the start—what truly matters is how you leverage that data to improve performance. That’s why RevenueHero goes a step further with downloadable distribution reports, giving you the tools to analyze your team’s meeting health, spot bottlenecks, and make informed decisions to optimize outcomes.
“RevenueHero just takes all those obstacles away. And I've used it in different CRMs. I've used it in Salesforce and HubSpot. It all works flawlessly.”
Steve McChesney, Fractional CMO, GroGov
Looking Ahead
The evolution of B2B buying has made sophisticated routing and scheduling non-negotiable for modern RevOps teams.
Be it companies like Seamless doing hundreds of demos a demo or Matter achieving 85% form-to-meeting conversion, we're seeing real impact in solving revenue roadblocks. And we're just getting started - every unique routing challenge and business model we encounter helps us push the boundaries of what's possible in meeting orchestration.
Have a complex routing challenge or unique business model? We’d love to hear from you. Watch this space for more exciting announcements—the road to revenue just got a lot smoother. 🚀