Case study: Casap · ~3× pipeline velocity

01 / The challenge

A market on paper and no system to reach it.

Tim Bulens joined Casap as Director of Growth and found a HubSpot CRM full of fragmented, duplicate records. LinkedIn URLs missing. Emails unvalidated. No structured way to identify which accounts were worth selling to.

Sales reps spent their mornings on manual research that should never have existed. They had a Clay seat nobody was using properly, 8,000-line conference spreadsheets that took days to process by hand, and a niche fintech market where generic firmographic data was useless.

33% of the addressable market enriched
No card processor, sponsor bank, or dispute team data
Clay purchased but disconnected from HubSpot
Conference leads processed manually over days
Hours of manual research per rep, every day

CRM record · First National Credit Union

CompanyFirst National CU

LinkedIn URLMissing

Emailj.smith@fncu.org · unverified

Dispute team sizeUnknown

Card processorUnknown

Sponsor bankUnknown

Last enrichmentNever

3 duplicate records found for this company

02 / What we built

Five systems. One engine. Runs itself.

Revenue Data Spine

Canonical HubSpot schema with structured properties. Every record filterable, reportable, and consistent. The foundation everything else runs on.

Automated Enrichment Pipeline

Multi-source enrichment waterfall across 100+ providers, two-way Clay-to-HubSpot sync, and deduplication logic that resolves on its own. Reps open records that are already done.

Intelligent Scoring System

Persona scoring with rollups, stakeholder counts by seniority and function, AI-generated next steps per account. Refreshes nightly at zero credit cost.

Intelligent Account Expansion

Deep-trait matching on card processor, sponsor bank, fintech niche, and dispute profile. Surfaced net-new accounts the CRM never had.

78 → 171 verified accounts

Conference and Event Systems

Two reusable Clay workflow templates for pre-event and post-event processing. Turned 8,000-line conference spreadsheets into prioritised, enriched hit lists.

Days → minutes

✓

System Complete

The engine is live, owned by Casap, and reconciling without us. Every workflow, enrichment loop, and scoring model runs on their data, on their schedule.

03 / The numbers

What the engine produces.

~3×pipeline velocity

100%market enriched

750accounts mapped

171net-new accounts

0manual research hours

Nightlyautomated refresh

I came to Engineered GTM with a half-baked vision for how our data and market tracking should work. They understood it immediately, echoed it back clearly, and executed. We now have clean enrichment, strong infrastructure, and real confidence in our account data.

Tim Bulens · Director of Growth, Casap

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Pipeline Blueprint report showing 3 revenue leaks found