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The most critical part of the sales process happens after the initial call—when prospects review materials, discuss internally, and make decisions. Yet most sales teams have zero visibility into this make-or-break phase.
For the Connectd team, this post-call visibility gap was a major missed opportunity.
"One of the biggest challenges we faced around forecasting was it was very difficult to understand what was happening to our deals after the initial call," explains VP of Sales Gary Davidson. "We were really unable to impact the prospect after the initial call."
The team needed answers to critical questions: Were prospects actually reviewing the materials they sent? Who else was involved in the evaluation process? Without these insights, the team couldn't optimize their follow-up approach or accurately predict which deals would close.
The post-call visibility problem was compounded by another challenge: ensuring message consistency across Connectd's sales team
"It’s difficult to centralize the content sent after the first call with a prospect,” says Chief Operating Officer Claudia Stankler.
This lack of standardization meant leadership couldn't ensure prospects were receiving accurate, consistent information. With different team members sending different materials, there was no way to guarantee the quality or accuracy of what prospects were seeing.
The combination of zero post-call visibility and inconsistent messaging created an operational nightmare: leadership couldn't scale their sales team effectively while maintaining quality control.
To solve both the visibility gap and standardization challenges, Connectd turned to a solution that could integrate seamlessly with their HubSpot-powered operations: the trumpet app for HubSpot.
Trumpet hosts all of Connectd’s buyer-facing content in digital salesrooms known as Pods, containing sales materials tailored to each prospect’s needs. The key breakthrough was the bi-directional sync: Connectd could automate Pod creation and personalization from HubSpot deal data, while all Pod engagement automatically flowed back to HubSpot as buyer intent data.
“What really stood out was the engagement level data that we are able to see from an analytics perspective on the deal level within HubSpot,” Claudia says.
By syncing all buyer engagement data back to HubSpot, the platform became Connectd's single source of truth for buyer intent signals. Account executives could now see all prospect behavior and engagement patterns without leaving their CRM.
The recently-launched trumpet app card made this data even more accessible by displaying all engagement metrics directly on HubSpot deal records. "The trumpet app card allows us to see the engagement of that prospect with that pod that we have created," explains Claudia. "It allows us to see who is opening the pod, how engaged they are with the pod, and helps us understand buying signals over time."
With all buyer intent data flowing directly into HubSpot deals, the team finally had the buyer signals they needed to prioritize follow-ups, time their outreach better, and personalize their messaging.
Connectd’s newfound ability to send targeted and timely messages after the initial call has helped Gary and his team win more deals. If a prospect spends more time reviewing testimonials or pricing, then sales reps can tailor a message around that subject, increasing the likelihood of making a sale.
“We have increased our conversion rate by 33% and closed over 100 deals per month for three consecutive months using the trumpet app for HubSpot,” he says.
Connectd also closes transactions faster, reducing the time it takes to close a deal from 18 days to 13 days, a 28% decrease in the length of its sales cycle.
Performance is up, too, with the average rep performance growing 20% since adopting the trumpet app. Gary attributes this marked improvement to a more streamlined follow-up process, better prospect understanding, and the ability to focus follow-up efforts on highly engaged prospects.
“The ROI has been massive for us,” he says. “We’ve closed over a hundred deals using trumpet, which had a significant ROI in the hundreds of thousands.”
The trumpet app's impact extended far beyond sales metrics, transforming how Connectd operates as an organization. The automation capabilities in particular have been a big win.
“Not only is there direct integration with HubSpot, but we’re able to create our own Zaps through Zapier, which has really helped us increase speed and improve alignment,” Claudia says.
Besides saving time, these efforts ensure Connectd stays, well, connected. Cross-departmental communication is stronger, and the sales-to-customer-success handoff is smoother because everyone can review client activity.
Claudia calls the trumpet app a “tremendous” success for Connectd, and it's easy to see why HubSpot selected it for their Essential Apps for Sales 2025 collection. The post-call phase where Connectd once had zero visibility has become their secret weapon for winning more deals, faster.
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