Our client had a classic RevOps tangle: too many forms, too many journeys, and far too much noise in their Sales inbox.
With multiple revenue streams and unique client journeys for each, the company had created an entire ecosystem of forms—different versions for top-of-funnel (TOFU), middle-of-funnel (MOFU), and bottom-of-funnel (BOFU) prospects. In theory, this meant every lead or client could self-select into the right track. In practice?
Not quite.
Contacts tended to click on the first form they came across, regardless of whether it was relevant. That meant Sales reps were routinely fielding submissions from existing members who didn’t actually want to buy—they just needed help logging in.
The result: Sales was bogged down, frustrated, and distracted from real opportunities.
Our solution was simple but powerful: replace the jungle of forms with one streamlined form that could serve every journey.
Here’s how we did it:
One central form. Every inquiry, no matter the channel, started in the same place.
Persona-based routing.
“I am” questions identified broad persona categories.
“I want to” questions clarified intent, especially in cases where similar personas had historically caused confusion.
Smart logic. Depending on responses, the form dynamically displayed additional questions relevant only to that persona or channel.
Automation at the core. The form’s data flowed directly into HubSpot, triggering automated sorting and assignment rules to get each inquiry to the right team member instantly.
Global scalability. With only one form to maintain, the company was able to translate it into five languages—plus regional Spanish versions for Europe and Latin America.
By shifting from a fragmented system to a unified experience, the form itself became a sorting engine for the entire business.
Within two weeks of launch, Sales reported something they hadn’t seen in months:
Zero “Lost Member” requests hitting their inbox.
The streamlined form meant login issues, support needs, and service tickets were routed automatically to the right department. Sales could focus on actual opportunities.
One lesson learned: the “I want to” question initially included a small amount of industry jargon. Once we swapped it for clearer, plain-language options, confusion dropped even further.
Another unexpected win emerged almost immediately.
Previously, some “lost member” inquiries had ended up in dead ends—either routed to deactivated staff or trapped in outdated automations. The new form and automation eliminated those gaps. The result? A noticeable uptick in completed service tickets.
This wasn’t just about making Sales more efficient—it improved customer experience across the board.
Sometimes RevOps transformation isn’t about adding more systems. It’s about simplifying the journey and creating a single source of truth.
By unifying all inquiries under one smart form, our client:
Freed Sales from non-revenue distractions
Closed the loop on missed customer inquiries
Scaled globally with a single, translatable asset
The outcome proves that in complex revenue environments, clarity is the real competitive advantage.
Want to see how we can help you improve your form game? Schedule a call with us today.