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For many businesses, growth isn\u2019t just about delivering a great product\u2014it\u2019s about creating seamless processes that support both customers and internal teams.<\/p>\n
But what happens when outdated systems slow everything down?<\/p>\n
That\u2019s exactly the challenge Custom Built faced. Their payment process was clunky and inefficient, relying on manual credit card transactions, paper checks, and frustrating delays. Customers found it inconvenient, the sales team struggled with inefficiencies and chasing down payments.<\/p>\n
Something had to change.<\/p>\n
In this episode of the Endless Customers<\/em> podcast, Alex Winter sat down with Isabelle Braeutigam, Marketing Manager at Custom Built<\/span><\/a>, to discuss how the company tackled these operational roadblocks by leveraging HubSpot Payment Links.<\/p>\n The result? A faster, smoother, and more trustworthy payment experience that helped them collect $2.2 million more efficiently.<\/p>\n Like many businesses, Custom Built had a CRM\u2014HubSpot<\/a>, to be specific\u2014but wasn\u2019t using it to its full potential. While the company had invested in the platform with high expectations, it was primarily being used as a basic contact management system rather than a tool that could drive business growth and efficiency.<\/p>\n One of the biggest operational inefficiencies was the outdated payment process. Sales reps were stuck in a frustrating cycle of requesting checks, manually processing credit card payments through cumbersome procedures, and dealing with delays in accounts receivable. This created unnecessary friction with customers and slowed down revenue collection. In today\u2019s world, where digital payments are seamless and expected, this process was not only inefficient but also chipped away at customer trust.<\/p>\n As Isabelle put it, \u201cWe were growing as a company, but our processes weren\u2019t keeping up. We had the tools, but we weren\u2019t leveraging them properly.\u201d<\/p>\n At the same time, Custom Built faced a challenge common in the remodeling and construction industry\u2014focusing heavily on delivering a high-quality final product while the operational and customer experience sides of the business lagged behind. While the company excelled in craftsmanship, elements like marketing, client communication, and streamlined sales processes<\/a> weren\u2019t keeping pace with its growth.<\/p>\n This imbalance created growing frustrations among both the internal team and customers. It was clear that something needed to change, not just for the sake of efficiency but to ensure a more seamless, modern, and trustworthy customer experience.<\/p>\n When Isabelle joined Custom Built full-time in 2020, she didn\u2019t start in marketing. She was part of the client service team, making sure the customer experience was smooth. But as she began working with HubSpot, she saw its untapped potential.<\/p>\n \u201cI became a sponge,\u201d <\/em>Isabelle said. \u201cI took every course I could find, called support a lot, and just learned everything I could about how HubSpot could help us.\u201d<\/em><\/p>\n She quickly realized that while the company had HubSpot, they were only scratching the surface of what it could do. Initially, it was being used in a limited capacity\u2014primarily for managing contact information and basic sales follow-ups. But Isabelle saw opportunities far beyond that. She recognized that HubSpot had the power to unify marketing, sales, and operations, streamline communication, and create an integrated customer experience that would make interactions smoother at every stage of the buyer\u2019s journey<\/a>.<\/p>\n Rather than waiting for someone else to lead the charge, Isabelle took full ownership of the platform. She dove deep into automation, segmentation, and reporting, discovering ways to improve internal workflows and create a more efficient pipeline for leads and customers. She spent hours experimenting with workflows, testing email sequences, and figuring out how different tools within HubSpot could connect to eliminate bottlenecks<\/a> in their sales process.<\/p>\n This deep dive led to a realization: HubSpot wasn\u2019t just a tool for storing contacts. It could be the backbone of Custom Built\u2019s marketing, sales, and operations<\/span>. But to make that happen, they needed a clear strategy, buy-in from leadership<\/a>, and a commitment to fully leveraging the system\u2019s capabilities. Isabelle became the driving force behind that transformation, ensuring that Custom Built didn\u2019t just have a CRM but had a system that actively contributed to business growth.\u00a0<\/p>\n One of the biggest pain points for Custom Built was payment collection. Their process was clunky and awkward\u2014customers had to bring checkbooks, or sales reps had to collect credit card details manually and send them to finance via a locked PDF. It wasn\u2019t just inefficient; it felt outdated and unprofessional.<\/p>\n \u201cEvery time we asked a customer for a check, it was a little awkward,\u201d <\/em>Isabelle explained. \u201cLike, \u2018Oh, you don\u2019t have your checkbook? Okay, let\u2019s figure this out.\u2019 It wasn\u2019t a great experience.\u201d<\/em><\/p>\n This outdated process led to multiple problems. First, it slowed down revenue collection, as payments were often delayed due to misplaced checks, forgotten checkbooks, or logistical roadblocks. Second, it created unnecessary friction in the customer experience. A home remodeling project is already a significant financial commitment\u2014adding stress over how to submit payment only made things worse. Lastly, it made financial reporting and reconciliation difficult, with finance teams spending extra time tracking down payments and verifying transactions manually.<\/p>\n Recognizing this as a major trust-breaker, Isabelle and her team set out to find a solution. They needed something that was secure, streamlined, and easy to use for both customers and sales reps. More importantly, they wanted a payment process that would integrate seamlessly into their existing HubSpot system, ensuring a smooth and efficient workflow for their entire team.<\/p>\n After researching different options, Isabelle discovered HubSpot\u2019s Payment Links<\/a>\u2014a feature that allowed customers to make secure payments digitally, with just a few clicks. It was a simple, intuitive tool that streamlined the process for both the sales team and their clients.<\/p>\n Initially, Isabelle considered using HubSpot\u2019s Quote tool<\/a> to facilitate payments. This tool allowed sales reps to create digital quotes that clients could approve and pay from. However, as she dove deeper into the capabilities of HubSpot, she realized it wasn\u2019t the best fit for Custom Built\u2019s needs. The Quote tool required more manual steps and wasn\u2019t as frictionless as she wanted.<\/p>\n That\u2019s when Isabelle turned to IMPACT\u2019s HubSpot expert, Jess Palmeri, for guidance.<\/p>\n \u201cI would have moved forward with Quotes, and it wouldn\u2019t have been the right tool,\u201d <\/em>Isabelle admitted. \u201cHaving a coach who really knows HubSpot helped me avoid a mistake and find the right solution faster.\u201d<\/em><\/p>\n Jess pointed her toward Payment Links, a newer feature within HubSpot that allowed clients to make payments instantly\u2014without the need for back-and-forth approvals or manual data entry. This small shift made a huge impact.<\/p>\n Once implemented, the results were immediate.<\/p>\n The best part? The team didn\u2019t just accept the change\u2014they loved it. The solution wasn\u2019t something Isabelle had to push; it was something her sales team naturally adopted because it made their jobs easier<\/em>.<\/p>\n Since implementing HubSpot Payment Links, Custom Built has processed over $2.2 million in payments through the system<\/span>. What once was a clunky, inefficient process filled with manual steps, awkward conversations, and delays quickly transformed into a streamlined, customer-friendly experience.<\/p>\n But the real win? The sales team\u2019s immediate buy-in.<\/p>\n Unlike many system changes that require constant reminders, training sessions, and reinforcement, this solution required none of that. Sales reps didn\u2019t just use it\u2014they wanted to use it.<\/p>\n \u201cMy favorite moment was about a week in,\u201d<\/span><\/em> Isabelle recalled. \u201cOne of our sales advisors called me and said, \u2018I love these Payment Links. They\u2019re so easy to use. This is going to change our sales process.\u2019 That\u2019s when I knew we made the right decision.\u201d<\/em><\/p>\n This reaction wasn\u2019t a one-off. Over the following weeks, team members consistently voluntarily integrated Payment Links into their workflows. Without being prompted, they sent payment requests faster, reduced unnecessary back-and-forth with customers, and saw payments come in more quickly than ever before.<\/p>\n For customers, it made the payment process seamless and stress-free. No more writing checks. No more awkward, last-minute scrambling for payment. No more delays due to outdated processes. Instead, they had a secure, professional, and easy-to-use way to finalize transactions in seconds.<\/p>\n From an operational standpoint, the impact went beyond just collecting payments faster:<\/p>\n The best part? This wasn\u2019t a temporary boost. The system became an essential part of how Custom Built operated, setting the foundation for a more scalable, efficient, and customer-friendly sales process.<\/p>\n Custom Built\u2019s transformation wasn\u2019t just about fixing a payment problem\u2014it was about creating a system that works for both customers and employees. Their journey provides valuable lessons for any business looking to improve efficiency, enhance customer trust, and streamline internal operations.<\/p>\n 1. Identify the real problem<\/span><\/p>\n Before jumping into solutions, take a step back and assess what\u2019s actually<\/em> causing friction in your process.\u00a0<\/p>\n Look beyond surface-level frustrations. If customers hesitate, if sales teams complain, or if finance is constantly chasing payments, dig deeper to find the root cause.<\/p>\n 2. Define your success criteria<\/span><\/p>\n Technology can\u2019t fix a problem unless you\u2019re clear on what success actually<\/em> looks like.<\/p>\n Write down a list of must-haves before selecting any tool. Make sure every department involved\u2014sales, finance, marketing\u2014has input so you don\u2019t miss a critical requirement.<\/p>\n 3. Get expert guidance<\/span><\/p>\n Even the best tools can be overwhelming if you don\u2019t know how to use them.<\/p>\n Whether it\u2019s a consultant, a coach, or an industry peer, getting outside expertise can save time, reduce mistakes, and lead to better decision-making.<\/p>\n 4. Make adoption easy for your team<\/span><\/p>\n The best solutions don\u2019t require forcing people to use them\u2014they make life easier for those who need them<\/p>\n If you\u2019re rolling out a new tool or process, ask yourself: Is this making my team\u2019s job easier? If it\u2019s adding complexity instead of solving problems, expect pushback.<\/p>\n 5. Keep improving<\/span><\/p>\n Digital transformation is not a one-time event\u2014it\u2019s an ongoing process.<\/p>\n Regularly review your systems and processes. What\u2019s working? What\u2019s still a bottleneck? Small tweaks can lead to massive efficiency gains over time.<\/p>\n By fully leveraging HubSpot, working with IMPACT, and focusing on the customer experience, Custom Built turned a frustrating, outdated process into a seamless, trust-building system.<\/p>\n And that\u2019s the kind of change that doesn\u2019t just make sales teams happy\u2014it drives real business growth.<\/p>\n Isabelle Braeutigam is the Marketing Manager at Custom Built<\/a>, has become an industry advisor in the customer relations software Hubspot, has a keen talent for elements of design, and currently leads the marketing team under the innovative Endless Customers System.\u00a0<\/p>\n Connect with Isabelle on LinkedIn<\/a><\/p>\nThe challenge: A disconnected sales process<\/h2>\n
The turning point: Taking ownership of HubSpot<\/h2>\n
The problem with payments (and how they fixed it)<\/h2>\n
The solution: HubSpot Payment Links<\/h2>\n
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The impact: $2.2 million processed and counting<\/h2>\n
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What your business can learn from Custom Built<\/h2>\n
Connect with Isabelle<\/span><\/strong><\/h2>\n
Keep Learning<\/span><\/strong><\/h2>\n<\/div>\n