From Spreadsheets to Smarter Sales: How Zoobean Transformed SDR Tracking with RevPartners

The Challenges

Manual Tracking

• The Situation: SDRs were tracking meetings in a shared spreadsheet.

• Why It Mattered: Managers had to double-check every entry in HubSpot to ensure accuracy.

• The Opportunity: With so many steps to track, it was time to shift from manual to automated tracking to free up valuable time.

Limited Visibility for Leadership

• The Situation: It wasn't easy to get a quick read on SDR performance. Leadership also lacked visibility into which personas were being booked for calls and which of those had a higher success rate of turning into opportunities.

• Why It Mattered: Leadership needed answers to key questions like “Which SDRs are driving the most discovery calls?”, “How many booked meetings turned into opportunities?”, and "Which personas are most likely to convert into opportunities?"

• The Opportunity: Automated reporting could give leadership instant, up-to-date insights without manual effort.

The Solutions

Automated Tracking in HubSpot

• The Move: Built out custom lead objects in HubSpot to track SDR activity from a new lead all the way to qualification.

• How It Works: Each meeting is automatically attributed to both the SDR and AE (Account Executive), clearly tracking who booked and who ran the call.

• The Win: No more missed updates. The system flags meetings as booked, rebooked, completed, or canceled.

Utilizing Supered for Persona Adoption & Self-Reported Attribution

• The Move: Leveraged Supered to drive the adoption of personas and self-reported attribution.

• How It Works: By encouraging SDRs to adopt persona tracking, the team gained deeper insights into which personas were being engaged and which ones converted at a higher rate. Self-reported attribution gave clarity on lead sources, enabling more effective campaign tracking and better lead qualification.

• The Win: Boosted team buy-in and adoption, which is critical to the success of persona-driven outreach. This improved data accuracy and allowed of more personalized, effective sales outreach.

Real-Time, Intuitive Reporting

• The Move: Created a "Meeting Status Report" that provides a real-time snapshot of SDR activity.

• How It Works: Leadership can see at a glance how many meetings are booked, completed, or canceled — all broken down by SDR.

• The Win: Added reports to track meeting activity by persona, which offers deeper insight into which personas are being booked most often and which personas are converting into opportunities at a higher rate. This persona-level data allows leadership to refine outreach strategies, prioritize high-converting personas, and provide coaching for SDRs to focus on higher-value leads.

Monthly Meetings Booked Report

Monthly Meetings Completed Report

Monthly Demos Booked by SDR Report

Monthly Meetings Completed by Persona Report

The Impacts

More Time for SDRs & Leadership

• What Changed: SDRs spend less time logging meetings and more time focusing on booking quality calls. Leadership now has full visibility into SDR performance, with real-time reports showing key metrics like booked meetings, completed meetings, and persona engagement.

• The Result: Leadership’s weekly spreadsheet review is gone. No more manual checks and balances to ensure accurate tracking. Instead, instant visibility into team performance allows for faster decision-making, better coaching, and a more focused SDR team.

Room for Growth & Future Enhancements

• What Changed: With automation in place, Zoobean’s reporting capabilities can easily be expanded.

• The Result: Custom persona tracking allows the team to see which personas are being targeted, booked, and converted, driving better-informed strategy decisions.

Ongoing Optimization

• What Changed: Reporting capabilities were expanded to include activity source tracking, offering insight into where each activity originated.

• The Result: Leadership can now link marketing and sales attribution to completed meetings, providing a clear view of GTM motion performance. By showing how activity sources impact meeting outcomes, leadership can prioritize high-impact sources and adjust their strategy accordingly.