The challenge
When a US-based database-as-a-service (DBaaS) provider was spun out as an independent company, it faced a challenge many new ventures encounter: how to move from ad-hoc processes to a scalable sales system. The organization had just begun migrating customers from its parent entity, but its sales process relied on spreadsheets, manual quoting, and disconnected tools.
- Disorganized and disconnected sales operations: The sales team managed deals in spreadsheets and manually attached PandaDoc quotes to records. This slowed down the cycle and increased errors.
- Complex data migration and integration hurdles: With a sales cycle lasting 3–6 months, the company needed a way to track transitional deals while moving existing customers into the new system. Integrations with PandaDoc and Zoom were also a priority but initially unclear to implement.
- Lack of strategic reporting: Leadership wanted visibility into pipeline health, deal velocity, and forecasting. Instead, the team was stitching together multiple spreadsheets that provided an incomplete and inconsistent picture.
The solution
- Strategic CRM and pipeline setup: A tailored sales pipeline was built in HubSpot. Contact records were cleaned and properly associated with companies, and workflows were introduced to automate renewal reminders from PandaDoc.
- Training and automation: The company’s sole sales rep received training on building workflows, using sequences for customer follow-ups, and integrating Zoom for meetings. Custom properties for ARR and TCV were added to better track revenue potential.
- Data-driven reporting and governance: A new governance strategy emphasized proper data import practices. Custom dashboards and scheduled reporting allowed leadership to track deal velocity, push rates, and close ratios in real time.
The results
- A functional and centralized CRM system replaced manual processes, giving the team a clear structure for managing leads and deals.
- Improved data management meant the company could import, clean, and govern sales data more effectively, creating a foundation for accurate reporting.
- The sales team gained confidence and self-sufficiency, using HubSpot’s tools for prospecting, follow-ups, and reporting without relying on constant outside support.
These improvements positioned the DBaaS provider to scale with cleaner data, clearer forecasting, and stronger sales operations.
Company context
This provider was founded in 2023 after spinning out from a larger database company. It delivers a fully managed, serverless DBaaS for MySQL and MariaDB workloads, with AI-powered features such as natural language queries, semantic agents, and automated scaling. By 2025, the company employed between 11–50 people and served over 40 customers worldwide.
Key metrics
| Metric |
Value |
Source |
Confidence |
| Employees |
11–50 |
Company Profile |
3 |
| Revenue |
$7M |
Company Profile |
3 |
| Customers |
40+ |
Company Profile |
3 |
| Global regions served |
40+ |
Company Profile |
3 |
| Funding raised |
$6.6M |
Company Profile |
4 |
Takeaway
This case highlights how even cutting-edge technology companies can stumble when sales operations are left manual and disconnected. By centralizing their CRM, automating key workflows, and building a governance-first approach to data, this DBaaS provider transformed its sales process from fragile to scalable.
Call to action
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