How Set2Close Transformed Metal Building Outlet’s Sales Operations

Client: Metal Building Outlet Corp. (MBO) HubSpot Solution: Sales Hub Partner: Set2Close

The Challenge: When a "Solution" Becomes the Problem

Metal Building Outlet (MBO) is a prominent leader in the metal building industry. However, their sales engine was stalling. The culprit was a dysfunctional HubSpot CRM implementation executed by a previous agency that hindered, rather than helped, their sales efficiency.

The problem was expansive. Instead of focusing on revenue, the sales team was bogged down by a system riddled with over-engineered complexities and broken workflows. The friction was so severe that the sales team spent significant time troubleshooting technical issues and logging support tickets instead of selling.

The situation had reached a breaking point:

• Inability to Progress Deals: Reps struggled to physically move deals through the pipeline.
• Support Overload: The operations team was drowning in 20–30 internal support tickets every single day.
• Stalled Revenue: With an average sales cycle dragging over 100 days, cash flow was unpredictable.
  
  

MBO needed a rescue operation to restore trust in their CRM.

The Solution: Untangling the Knot with Sales Hub

Set2Close stepped in with a clear directive: simplify, optimize, and empower. We focused exclusively on maximizing the potential of HubSpot Sales Hub to turn the ship around.

Our strategy began with a deep-dive audit to identify the specific friction points. We found a labyrinth of features that offered no value and actively blocked deal progression.

Our Execution Strategy:

• Workflow Reconfiguration: We stripped down the convoluted automation and rebuilt MBO’s Deal Pipelines in Sales Hub to align seamlessly with their actual sales process.
• Eliminating Complexity: We removed the "bloat", redundant custom properties and confusing required fields, to create a clean, intuitive interface that allowed the team to focus on deal management.
• Strategic Enablement: A tool is only as good as its user. We conducted extensive training sessions to re-introduce the sales team to Sales Hub, giving them the confidence to utilize the revamped tools.

The impact of optimizing Sales Hub was immediate. By removing the technical barriers, we unleashed the sales team's true potential. Key Performance Indicators (KPIs):

• Skyrocketing Sales Velocity: The sum sales velocity increased by 394.78% (from ~$25k to over $102k).
• Faster Deal Cycles: The average time to close a deal dropped dramatically from over 100 days to just 30 days.
• Higher Deal Values: The average deal amount increased by 32.43%, rising to over $91,000.
• Operational Efficiency: Daily support ticket volume plummeted from 20–30 tickets to virtually zero within the first two weeks.

Visual 1

Proof in the dashboard

After simplifying the CRM and rebuilding workflows, MBO’s sales team could finally trust their pipeline and move faster. This snapshot shows the lift in sales velocity once friction was removed.

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Key takeaway: real-time reporting only works when your workflows and data model are built for how the team actually sells.

The Impact: Empowered Teams and Sustainable Growth

The numbers tell a story of revenue, but the true impact was cultural. The MBO sales team transitioned from frustrated troubleshooters back to high-performing sellers.

By stabilizing the Sales Hub environment, we restored the team's trust in their data. Furthermore, we empowered MBO's internal team to independently manage and optimize their instance moving forward. This ensures sustainable long-term success, allowing MBO to adapt the system to their evolving needs without constant external reliance.

“Set2Close turned our HubSpot CRM from a daily obstacle into a system our team actually trusts. We cut cycle time from 100+ days to ~30 days, eliminated support tickets, and unlocked real pipeline velocity.”
Danny Wirth, Owner/CEO, Metal Building Outlet

AI Usage: Leveraging HubSpot Intelligence

By establishing a clean and reliable data foundation, we unlocked the ability for Metal Building Outlet to leverage HubSpot’s advanced AI tools. To further accelerate the sales process, we trained the team on using HubSpot’s Breeze Copilot to summarize long deal notes and draft follow-up emails instantly, shaving additional minutes off every interaction. Furthermore, we activated HubSpot's predictive deal health scoring, allowing the system to automatically analyze historical data and flag the highest-value opportunities. This ensures that reps are guided by predictive insights to the deals most likely to convert.

Conclusion: A Foundation for Future Growth

The transformation at Metal Building Outlet proves that even the most frustrated sales teams can achieve record-breaking velocity when supported by the right technology and strategy. By untangling complex workflows and re-establishing trust in Sales Hub, Set 2 Close provided MBO with more than just a software fix, we delivered a scalable engine for revenue growth. With a stabilized system, a 394% increase in sales velocity, and a team now empowered by AI, Metal Building Outlet is no longer held back by technical debt. They are now operating with a CRM that is as robust and reliable as the structures they build, ready to dominate the market for years to come.

Frequently Asked Questions

1. What caused Metal Building Outlet’s sales system to break down?

MBO’s previous HubSpot implementation was over engineered, confusing, and full of broken workflows. Reps couldn’t move deals, support tickets piled up, and the CRM created more friction than it solved.

2. How did Set 2 Close diagnose the issues in MBO’s HubSpot system?

Our team performed a deep dive audit of pipelines, workflows, custom properties, required fields, and deal stages. This uncovered layers of unnecessary automation and structural issues blocking deal progression.

3. What were the biggest changes Set 2 Close made to improve MBO’s HubSpot Sales Hub?

We simplified workflows, removed unneeded fields, rebuilt pipelines, cleaned up custom properties, streamlined tasks, and retrained the sales team on best practices inside Sales Hub.

4. How did optimizing HubSpot increase MBO’s sales velocity by 394 percent?

By removing friction, eliminating technical barriers, and aligning HubSpot to real sales processes, reps were able to move deals faster, close more consistently, and focus on selling instead of troubleshooting.

5. How did the Sales Hub cleanup impact daily operations?

Daily internal support tickets dropped from 20 to 30 per day to nearly zero. The team regained confidence in their CRM, trust in their data, and clarity in their daily workflows.

6. What role did AI tools such as HubSpot’s Breeze Copilot play in the transformation?

After creating a clean CRM foundation, we activated predictive deal scoring and AI assisted summaries. This helped reps draft emails faster, interpret complex notes, and prioritize high value opportunities intelligently.

7. How long did it take to see results from the HubSpot optimization?

Impact was immediate. Within weeks, MBO saw faster deal movement, reduced support tickets, and a noticeable lift in productivity. Sales velocity compounding followed soon after.

8. Can other companies expect similar results from a Sales Hub rebuild?

Yes, many sales teams struggle because their CRM is overbuilt or misconfigured. When HubSpot is aligned to a real sales motion and optimized correctly, improvements in deal flow, forecasting, and revenue often follow quickly.

9. How does Set 2 Close ensure improvements are sustainable long term?

We train internal teams, build systems that scale, and ensure HubSpot remains simple, clear, and aligned with real world sales processes. The goal is independence, not dependency.

10. What should a company do if they think their HubSpot system is holding them back?

Start with an audit. If your sales team complains about friction, can’t trust their data, or relies heavily on support tickets, that’s a sign your CRM needs to be rebuilt or optimized.