How FERMÀT used Default to replace fragmented tools with a connected revenue foundation

Strategic Challenge

By the time FERMÀT closed its Series B, the inbound “Book a demo” flow was the core of their pipeline engine—and also their biggest source of anxiety. Top-of-funnel was effectively a black box, with 10+ tools  overlapping, conflicting enrichment data, and brittle rules for routing logic causing friction between sales and marketing. The team relied on HubSpot forms, Chili Piper, Salesforce, Gong, and Apollo but nothing shared a common language. “We had too many tools…a fragmented tech stack,” said Sarah Madden, Head of Revenue Operations.

FERMÀT’s most efficient revenue source, sat at the center of this chaos. Chili Piper managed scheduling on top of Salesforce and HubSpot, but routing rules were incomplete, relied on  fields with poor data quality, and frequently failed when accounts were duplicated or missing. We were submitting four “practice” demo requests every week just to confirm the system hadn’t quietly broken.

The go-to-market motion was getting increasingly complex with a new agency reseller motion alongside its direct-to-brand model, formally splitting segments into SMB, Mid-Market, and Enterprise for the first time. The legacy routing setup simply wasn’t designed for that kind of multi-dimensional segmentation. Every tweak to territories, segments, or team structure meant more rules to reconcile across systems and more chances for something to break. “I can’t take on this level of risk…to set it up and walk away”, said Sarah on inheriting this stack.

Fragmentation soon began showing up daily. Marketing created unique HubSpot forms and 30 brittle workflows for nearly every content asset, each requiring 1–2 days of RevOps work to wire up, test, and maintain. When enrichment tools under-delivered, the natural  solution was to add more fields to forms. At one point, the team floated the idea of adding 16 fields to the Book a Demo form just to capture everything they didn’t trust vendors to provide.

The business impact was real. Leads were misrouted or dropped. Reps worked with incomplete records and inconsistent ownership. Reporting  failed to reliably answer basic questions like “Which campaigns create pipeline?” or “How fast do we respond to high-intent demand?” RevOps was stuck in firefight mode, constantly patching workflows, checking spreadsheets, and chasing down edge cases instead of designing a system  for scale. Operational fatigue was high; confidence in the stack was low. The end of the Chili Piper contract created a welcomed pause: either double down on a fragile model, or rebuild the foundation entirely.

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Default Layer

Instead of swapping one routing tool for another, FERMÀT used Default to introduce a single foundational layer supporting their inbound engine. The first step was simplification: replace dozens of bespoke forms and systems with a handful of intuitive workflows. A single “Universal Content Form” now covers most content flows, while a hero Book-a-Demo form handles high-intent hand-raisers. Default ingests all submissions, normalizes website domains with an AI step, and compares them with email  submissions to detect spam or mismatched records. The same foundational layer supports everything from domain hygiene to spam filtering and lifecycle updates across Salesforce.

In addition to lead capture and normalization, Default became FERMÀT’s answer to defining universal, reusable segmentation logic. Every inbound record is enriched with Clearbit for revenue, headcount, and firmographics, and run through AI “consolidation” nodes that combine self-reported data like brand vs agency, with enrichment signals to classify accounts as SMB, Mid-Market, or Enterprise. 

Previously, FERMÀT maintained 8–16 separate routing branches to handle combinations of Brand vs. Agency, segment, and line of business. With Default, those branches are collapsed into a small set of AI-driven nodes. These nodes determine the correct owner and segment, then drive a single “update contact/account” block in Salesforce. 

Default also became the orchestration engine connecting Salesforce, Gong, and campaigns. When someone requests a demo, Default routes the lead and updates key Salesforce fields that trigger the right Gong Engage sequence: “booked” flows for confirmed meetings, “requested but not booked” nudges when a time isn’t selected, and follow-up paths for no-shows.

Booking a meeting automatically creates a pre-pipeline opportunity in Salesforce—stamped with source, segment, and enriched firmographic data—so pipeline reporting and attribution no longer depend on reps remembering to create records. For content flows, Default uses the submission URL to map each form fill to the correct Salesforce campaign, allowing the Universal Content Form to support many assets without losing attribution.

Finally, FERMÀT’s revenue team used Default to gain a single place to see routing behavior, adjust logic, and manage versioning. Default isn’t perfect; Sarah Madden still runs some analysis in external tools and wants more consolidated out-of-the-box analytics. However, the process feels less like juggling scripts and more like operating a coherent system. The leverage shows up in their day-to-day: “We got dozens of hours back as an ops team, and our marketing team got dozens of hours back.”

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GTM Advantage

With a shared foundation in place, FERMÀT turned a fragile revenue stack into a controllable growth engine. Lead-to-meeting time dropped from about five days to under three, driven by consistent routing, clearer ownership, and automated follow-up. Sarah Madden emphasizes the importance of this speed: “We have found that if a meeting is scheduled under two days from the time a demo is requested, there’s a 15% increased chance that we’ll win the deal.”

Operationally, the Universal Content Form and consolidated routing logic transformed how quickly RevOps can support marketing experiments. What used to take 1–2 days of setup per asset is now a five-minute configuration in Default, and that single script powers demo scheduling across dozens of pages. FERMÀT has effectively “30x’d [their] surface area to book demos” by enabling schedulers on content downloads and other forms without adding complexity to the underlying stack.

Operational Wins

• Lead-to-meeting dropped from ~5 days to under 3 because routing from form → owner → calendar now runs through one Default workflow instead of scattered rules. High-intent requests get to the right rep and on the calendar in a couple of touches.
• Every booked demo automatically creates a pre-pipeline opp and updates the right fields in Salesforce, so reps don’t waste time on data entry and handoffs come with clean, standardized segments (Brand vs Agency, SMB/MM/Enterprise) already in place.

RevOps Wins

• Routing logic that used to live in 30+ forms and branches now lives in a small set of Default nodes, cutting manual fixes by 50–90%. When something breaks or needs to change, RevOps adjusts a single control layer instead of hunting through dozens of workflows.
• Default became the one place to inspect paths, spam filtering, and downstream updates, which means less firefighting and “is this still working?” checks—and no more CEO test submissions as the monitoring system.

Strategic Wins

• Pre-pipeline opps and standardized segments mean every inbound touchpoint now leaves a consistent, queryable trace in Salesforce, instead of living in scattered spreadsheets and inconsistent fields.
• Once Default codifies a routing rule, spam pattern, or segmentation logic, every future workflow can reuse it—so the system gets smarter and more efficient over time instead of accumulating tech debt with every new campaign.

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Looking ahead

With Default as the connected foundation under their inbound stack, FERMÀT is now extending the same patterns into new motions. The team is exploring richer AI-driven enrichment and segmentation, deeper use of pre-pipeline opportunities, and additional orchestration across product, customer success, and support. Because routing, enrichment, and lifecycle logic live in one place, new experiments no longer mean new tech debt. FERMÀT can continue to scale headcount, enter new segments, and launch new products on top of an architecture that was built to absorb change instead of breaking under it.

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