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How a B2B Cloud Technology Achieved Leadership Visibility & Decision-Making to Scale Azure Marketplace Revenue with HubSpot

Software Development 11-50 Employees Sales Hub | Service Hub | Marketing Hub
How a B2B Cloud Technology Achieved Leadership Visibility & Decision-Making to Scale Azure Marketplace Revenue with HubSpot
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Background

CAEVES Technology, Inc. is a B2B cloud infrastructure company based in Bedminster, New Jersey. They provide Azure Data Lake solutions to enterprise customers through the Microsoft Azure Marketplace, offering both pay-as-you-go and private offer pricing models.
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Problem

As a tech company selling through a third-party marketplace, CAEVES needed HubSpot to serve as the operational backbone connecting marketplace leads to their internal sales process, customer onboarding, and support infrastructure. Their revenue model depended on capturing and converting marketplace interest into tracked opportunities. 

  • Revenue Opportunities Were Slipping Through the Cracks: CAEVES was operating without a unified system to track leads coming from the Azure Marketplace. When prospects expressed interest through Microsoft's platform, there was no automated way to capture that intent, route it to the right person, or understand where deals were getting stuck. For a company selling technical solutions to enterprise buyers, this meant critical early engagement opportunities were being missed.

 

  • Customer Relationships Were at Risk as the Business Scaled: With customers purchasing through an external marketplace, CAEVES had no systematic way to manage post-sale support requests. Support inquiries came through email without any tracking, prioritization, or SLA management. As the customer base expanded, the risk of dropped tickets or delayed responses increased, which was particularly dangerous for a new brand trying to establish credibility with enterprise accounts.

 

  • No Visibility Into What Was Actually Working: Leadership had no real-time view into pipeline health, marketing performance, or customer engagement patterns. Without proper reporting infrastructure, decisions about where to invest resources, which campaigns drove qualified leads, which deal stages caused delays, and which service issues were recurring were made on intuition rather than data. For a company trying to establish product-market fit in a competitive space, this lack of visibility created strategic blind spots.
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Solution

This wasn't a quick-fix implementation. CAEVES needed a complete revenue operations architecture built from the ground up, one that would connect marketplace activity to internal processes while maintaining clean data, supporting cross-team collaboration, and scaling with the business. We approached this as a structured buildout across three phases, each designed to address specific operational risks.

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HubSpot data privacy settings page showing GDPR compliance enabled with additional settings for sending emails with legal basis and setting legal basis for surveys
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HubSpot data privacy settings page showing GDPR compliance enabled with additional settings for sending emails with legal basis and setting legal basis for surveys
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Part 1: Revenue Opportunities Were Slipping Through the Cracks

  • Configured technical authentication for email sending (DKIM/SPF records) to ensure marketing communications reached inboxes and maintained domain reputation, which is critical for a new brand building trust
  • Established data governance through GDPR compliance settings, contact segmentation rules, and opt-out management to protect the company legally and maintain healthy sender reputation
  • Built custom property structure for tracking Azure Marketplace-specific data points (pay-as-you-go vs. private offers, marketplace referral source) that weren't available in HubSpot's standard fields
  • Imported existing contact and company records with proper association mapping to preserve historical context while cleaning data quality issues that would have created reporting gaps
  • Created segmentation framework with five strategic lists (engaged/unengaged contacts, closed won/lost associations, opted-out status) to enable targeted marketing and accurate performance measurement

Part 2: Customer Relationships Were at Risk as the Business Scaled

  • Designed three-pipeline structure (prospecting, sales, service) with stage-specific automation that reflected how CAEVES actually sells and supports technical solutions, not generic templates
  • Built ticket routing and SLA management to ensure support requests from the inbox were automatically created, assigned based on priority, and tracked against response-time commitments
  • Created nurture workflows for marketplace leads who showed interest but weren't ready to buy, keeping CAEVES top-of-mind during long enterprise evaluation cycles
  • Implemented deal automation that moved opportunities through sales stages based on specific trigger events, creating predictable next steps rather than relying on manual updates
  • Connected Azure Marketplace webhook to capture lead data directly from Microsoft's platform into HubSpot, eliminating the gap where prospects could engage but never enter the CRM
HubSpot deal record customization showing Sales process card creation with custom properties including Expected Capacity, Microsoft Azure subscription fields, Microsoft Account properties, and Deal Stage being added to the card view
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HubSpot deal record customization showing Sales process card creation with custom properties including Expected Capacity, Microsoft Azure subscription fields, Microsoft Account properties, and Deal Stage being added to the card view
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CAEVES Technology support availability table showing Email Support and Web Portal available 24/7, Live Chat during business hours Monday-Friday 9am-5pm local time, with support@caeves.com contact for all channels
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CAEVES Technology support availability table showing Email Support and Web Portal available 24/7, Live Chat during business hours Monday-Friday 9am-5pm local time, with support@caeves.com contact for all channels
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Part 3: Leadership Was Making Decisions in the Dark

  • Built role-specific dashboards for marketing (campaign performance, lead quality), sales (pipeline velocity, deal stage conversion), and service (ticket volume, SLA compliance) that answered each team's most urgent questions
  • Created email templates and sequences for consistent outreach to marketplace prospects, reducing time spent on repetitive communication while maintaining personalization
  • Set up content management (blog, landing pages, forms) with proper tracking so marketing could attribute leads back to specific content efforts
  • Established team inbox for support@caeves.com with conversation threading and internal collaboration, replacing scattered email chains with a shared view of customer issues
  • Configured calendar sync and email integration so sales activities logged automatically, creating accurate rep performance data without requiring manual data entry
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Results

Before: CAEVES was operating blind, with no lead capture from their primary sales channel, no ticket tracking for support, and no reporting for decision-making.

After: Complete revenue operations system connecting marketplace activity to customer outcomes in 90 days.

  • Financial Impact

    • Improved forecasting confidence: Implementation timeline data now accurately tracks from strategy call through launch, enabling more reliable resource planning and client communication about expected delivery dates.
    • Better resource allocation visibility: Time tracking recommendations provided a framework for understanding true project costs, supporting more accurate pricing and margin analysis.

     

  • Operational Impact

    • Freed team capacity from manual work: Automated pipelines for SMM cohorts, SEO check-ins, and quarterly client interactions eliminated recurring manual tasks that previously consumed hours each week.
    • Improved process consistency: Standardized lead qualification, proper survey distribution rules, and structured form routing meant fewer edge cases requiring manual cleanup or manager intervention.

     

  • Strategic Impact

    • Scalable client management processes: Automated check-in cycles and performance monitoring pipelines created structure that could handle client base growth without proportional team expansion.
    • Trust in system accuracy: With clean data, documented processes, and reliable automation, the team shifted from constantly questioning, "Is HubSpot showing this correctly?" to confidently using the platform for daily operations and strategic planning. Is Your Company in a Similar Position?
Many B2B technology companies selling through third-party marketplaces face the same operational gaps: leads that never make it into the CRM, support requests that fall through the cracks, and leadership making decisions without clear performance data.
 
If your company is experiencing rapid growth but lacks the operational infrastructure to track it reliably, or if you're selling through external platforms and struggling to connect that activity to your internal processes, we can help.
 
Book a free consultation to discuss your specific situation.

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