Challenge
Navattic was sales-led but added in a PLG motion. The goal was to lower the barrier of entry and let buyers try the product first. But shifting from a purely sales-led motion wasn't easy - particularly when it came to routing these leads to the sales team.
Raman Khanna, Product Growth Lead, built a 99-step Zapier flow to assign leads. It worked, until it didn’t. The flow wasn't built for nuance. Every tweak broke something. It worked for basic routing, but it didn't handle edge cases well. The Zapier setup became a bottleneck instead of a growth lever.
Navattic didn’t just want to route product signups. They wanted to convert them. But without the right tech stack, the team was stuck fixing broken flows, fighting Salesforce & HubSpot sync integrations, or manually routing signups. That’s when they turned to Default.
“Before Default, we had a 99-step Zapier flow that I built that was right up to the limit of what you could do. We wanted something simpler that would allow us to iterate faster.”
Raman KhannaProduct Growth Lead, NavatticSolution
Use case #1: Route product signups to reps
Navattic's first win came from consolidating all signup routing logic, assignment, enrichment, and custom Slack notifications within one workflow builder. The growth team was able to get started in a matter of days and iterate from there.
The team routed leads based on company size. If the company were above a certain company size, they were considered a product-qualified lead (PQL) and routed to a sales rep.
Thanks to Default, the product growth team replaced a 99-step Zapier flow with one intuitive workflow builder that helped streamline routing and supported an increase in signup-to-paid conversions.
“Default made it easier to set up that custom routing, set up our definitions of what PQLs were, and integrate with Salesforce, without any headaches.”
Raman KhannaProduct Growth Lead, NavatticUse case #2: Sync Salesforce & HubSpot data
Navattic's second win came from syncing go-to-market data between Salesforce and HubSpot. Because the company has started as a sales-led company, , their internal processes were not set up for product-led growth. When they launched freemium, signups weren’t syncing cleanly across Salesforce and HubSpot.
They needed to sync Hubspot contacts to Salesforce Leads, create an associated Account, and then route both the lead and account to the same sales rep. They also wanted to make sure they weren't creating duplicate accounts. Due to the unique nature of their setup, they couldn't rely on native Salesforce & HubSpot integration.
Default allowed Navattic to push signups into Salesforce as both a Lead and an associated Account, while automatically checking for existing accounts to avoid duplicates. It also ensured each Lead and Account was routed to the same rep, keeping the handoff clean and accurate.
“Default helped us clean our routing workflows and automate the process of syncing relevant data into Salesforce and HubSpot.”
Raman KhannaProduct Growth Lead, NavatticResults
Default helped Navattic route PLG leads without needing to-rework the existing sales-led infrastructure. Since implementing, the team has noticed a huge improvement in the speed of execution, fewer misrouted leads, and an increase in free-to-paid conversion.
What's next? Navattic is exploring how to incorporate product usage data into lead routing - moving beyond just company size to route leads to reps based on product activity.
“With Default, I can make changes in seconds, no more breaking workflows or spending an hour just to swap in a new rep. The simplicity and scalability have been the most impressive parts.”
Raman KhannaProduct Growth Lead, NavatticRun revenue as an engineered system
Revamp inbound with easier routing, actionable intent, and faster scheduling.
