How FERMÀT Scaled RevOps Without Rebuilding Their GTM Stack

Challange

FERMÀT had just closed its Series B and was scaling fast—new hires, a new office, and new go-to-market motions. But their internal systems weren’t keeping up. Chili Piper managed scheduling but couldn’t reliably segment leads. HubSpot and Salesforce fields didn’t align, and enrichment data came from a messy mix of sources. The tech stack lacked integration, the data was incomplete, and routing logic was inconsistent.

Sarah Madden, Head of RevOps, knew this wasn’t sustainable. Inbound leads were FERMÀT’s most valuable pipeline source, but the qualification and routing process was slow, error-prone, and rigid.

As the company launched an agency motion, moved upmarket, and scaled its team, RevOps needed flexible logic, cleaner data, and a system that could adapt. That’s when Default became the clear solution.

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Solution

Use case #1: AI-powered routing for demo requests

FERMÀT’s inbound flow was their most important pipeline driver, but the existing stack couldn’t support the segmentation they needed. Leads came from both brands and agencies, spanning SMB to enterprise. Their old routing tool (Chili Piper) couldn’t reliably distinguish between them, and enrichment data was incomplete or slow.

Today, Default enriches every lead with Clearbit, tags it by revenue and headcount, and uses an AI step to scan the company website, determining whether the lead is a brand or an agency. Brand leads go to brand reps. Agency leads go to agency reps. Enterprise accounts bypass SMB queues. And when marketing changes segmentation rules, Default workflows adapt in minutes.

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Use case #2: Automate GTM workflows across Salesforce and Gong

Routing wasn’t the only problem. Follow-up was inconsistent. Attribution was messy. Opportunities weren’t created unless reps remembered to do it.

Now, when someone requests a demo, Default updates key Salesforce fields—instantly triggering Gong Engage sequences personalized to each scenario. If someone books, they get a confirmation flow. If they don’t, leads are automatically enrolled in a follow-up sequence.

Default also creates pre-pipeline opportunities the moment a meeting is booked, stamping each with source, segment, and enriched firmographic data. The result: better pipeline visibility, tighter attribution, and no rep effort required.

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Results

Default helped FERMÀT modernize their inbound engine by automating enrichment, routing, follow-up, and opportunity creation—without rebuilding their entire GTM stack. By replacing Chili Piper and consolidating scattered workflows, the team saw immediate operational improvements:

• Faster lead-to-meeting time: Average time from demo request to meeting dropped from 5 days to under 3, boosting win rates for fast-moving leads by 25%.
• Improved show rates: Automated Gong Engage sequences led to a 15% improvement in meeting attendance within just weeks of rollout.
• Cleaner pipeline data: Default-generated pre-pipeline opps brought consistency to forecasting, attribution, and reporting—without requiring reps to lift a finger.

FERMÀT has been especially impressed by Default’s:

• Workflow flexibility: The ability to enrich, segment, and route leads using AI, Clearbit, and conditional logic - without touching Salesforce workflows
• Cross-system automation: Seamless syncing between Default, Gong, HubSpot, and Salesforce created tighter sales-marketing handoffs
• Implementation support: The Default team helped compress what would’ve taken months into a few collaborative sessions

What’s next? FERMÀT is exploring how to deepen their use of Default’s AI, expanding enrichment and segmentation logic to support even more complex GTM motions, without increasing overhead.

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