How Runway 10x’ed GTM efficiency with Default

Challenge

As Runway started to gain more demand from CFOs and finance leaders, the initial inbound funnel consisted of the HubSpot form and a few repeatedly breaking Zapier workflows. When Brandon Penn, the Head of Marketing, joined, he knew he needed to increase the efficiency of GTM operations as inbound was driving over 70% of pipeline.

Reps wasted time chasing leads, updating HubSpot, and requiring constant workflow troubleshooting. As Runway started scaling marketing efforts and planned to triple its sales team size, they needed a solution that would help them regain operational control and allow qualified leads to schedule a meeting with a queue of AEs.

The marketing team explored relying on HubSpot's built-in scheduling and workflow functionality but was blocked by a lack of customization and complex routing logic based on contact ownership or enrichment. Runway found themselves in a situation where they needed to hire HubSpot experts just to help manage inbound operations. This is where Default step in.

Solution

Use case #1: Automated inbound scheduling

Within 24 hours of adopting Default, Runway created their first workflow and retired HubSpot scheduling—thanks to Default's implementation team and ongoing Slack support.

Default’s scheduling and routing allowed the Runway team to build complex routing logic, improve scheduler speed, and book more inbound meetings from demo requests. All within days of getting started on Default.

Now, Runway’s workflow looks like this:

• After a demo submission, Default enriches with Clearbit and ChatGPT to gather additional financial information about the lead’s company
• Default then qualified and looked for existing contact in HubSpot
• If the contact was owned by a rep, their calendar would pop in 1/10 of a second
• If the contact was new, the workflow would round-robin the lead and show the next person’s calendar
• After the meeting was scheduled, Default would notify the rep on Slack, create a HubSpot meeting, and create a task for a rep to review AI sales research
• If the meeting was not booked, Default would trigger an automated Outreach follow-up sequence to convert a lead into pipeline

Use case #2: Event & webinar pipeline automation

After successfully tripling inbound lead volume with Default, Runway built another workflow that would 10x pipeline generation from events and webinars. As Runway’s marketing team scaled event effort, they needed a way to route, distribute, assign, and convert leads into demos on reps’ calendars.

Runway leveraged Default to automate lead follow-up after a new contact was added to HubSpot from an event or webinar to then enroll into custom event-specific sequences and create engagements to improve ROI tracking of each offline marketing activity.

Here is what Runway has built:

• After a contact was added from an event, Default would see if there has been any recent activity
• If the contact hasn’t been engaged, Default would route to a rep, enroll into a sequence
• If the contact had a recent engagement, Default would alter the contact owner with a customer Slack, including the necessary context for a personalized follow-up

Results

By implementing Default, Runway was able to efficiently scale their go-to-market motion, triple the size of their sales team, and triple the number of inbound leads. Default allowed Runway to be 10x more effective in managing inbound operations and spinning up new marketing channels.

Default’s white glove onboarding experience and “one Slack away” customer success policy help Runway’s marketing focus on driving a measurable impact on inbound pipeline growth.