Case Study: Signature Systems + Pyxis Growth Partners

The Challenge

As Signature Systems’ use of HubSpot expanded, so did the complexity of the data, processes, and systems supporting its sales and marketing teams.

What began with marketing execution and sales enablement evolved into a broader revenue operations need: coordinating HubSpot and Salesforce, giving sales teams repeatable tools for outreach and follow-up, making complex CRM data useful for reporting and segmentation, and creating sustainable processes for attribution, customer feedback, and data management.

Since 2021, Pyxis Growth Partners has worked alongside Signature to build and refine that infrastructure, helping the organization evolve from individual campaigns and CRM activities toward a more connected revenue operations ecosystem.

The Solution

Rather than treating HubSpot as a series of isolated projects, Pyxis and Signature developed interconnected systems designed to support increasingly sophisticated sales and marketing operations. The work evolved across four core areas.

Connecting Salesforce Data to Actionable HubSpot Intelligence

As Signature’s reporting needs became more sophisticated, Pyxis helped make Salesforce data more accessible and actionable within HubSpot.

A major initiative centered on product-level sales data. Pyxis built a custom Opportunity Products architecture—including the custom object, supporting properties, Salesforce-to-HubSpot synchronization, deal associations, and reporting needed to analyze product performance within HubSpot.

At implementation, the architecture synchronized more than 250,000 Salesforce product records into HubSpot, creating a foundation for reporting across product categories, revenue, cost of goods sold, channels, and seasonal trends.

Today, that architecture gives Signature a connected foundation for analyzing product-level sales activity alongside deal data directly within HubSpot.

Pyxis has also supported the broader HubSpot-Salesforce environment through field mapping, synchronization monitoring, data-quality troubleshooting, campaign reporting, and ongoing integration audits.

Turning Sales Outreach Into a Repeatable, Measurable Process

 

Sales enablement has been part of the partnership from its early stages. Beginning in 2021, Pyxis worked with Signature’s sales team to develop HubSpot sequences around rep and audience needs. That work grew to include segmented outreach, repeatable sequence-development and enrollment processes, sales enablement, and performance reporting.

As sequence use scaled, Pyxis helped Signature create a framework for measuring the activity associated with that outreach. In 2024, Pyxis built a dedicated Sequence Performance and Attribution Dashboard to connect sequence engagement with downstream deal activity and compare performance across outreach programs. The framework later became part of Signature’s recurring reporting process.

By 2026, sequences had become a meaningful part of Signature’s sales-engagement infrastructure, with activity spanning tens of thousands of contacts.

 

Evolving Customer Feedback From Survey Sends to Structured CRM Data

Signature’s customer-feedback program underwent a similar evolution.

Early work focused on survey execution, NPS response analysis, and the use of email and SMS as distribution channels. As the program matured, Pyxis helped centralize feedback in HubSpot using structured Survey Response data and dedicated customer-feedback reporting.

Pyxis later automated the creation of Survey Response records from submitted feedback, establishing the custom object as the foundation for Signature’s Customer Feedback dashboards and reducing reliance on recurring manual data imports.

The resulting architecture supports feedback collected through multiple channels while allowing Signature to analyze NPS and survey results within its broader CRM environment.

Creating More Structured Attribution, Segmentation, and Reporting

As the partnership matured, recurring questions—Where did this deal originate? Which accounts should we prioritize? What activity is associated with opportunities? Where are the gaps in our data?—became structured CRM processes.

Pyxis established a recurring deal-source review process to investigate closed business without a known lead source and update marketing-source data across HubSpot and Salesforce where supporting evidence was available.

The team also designed and implemented a company-tiering model based on revenue and deal activity. The initial implementation segmented 191 companies across four priority tiers, giving Signature a structured framework for identifying and working with higher-value accounts.

Reporting expanded alongside these processes. Pyxis developed and refined reporting around lead quality, lifecycle progression, sales activity, sequence performance, campaign performance, product performance, customer feedback, and data integrity. Recurring data-quality monitoring helped surface missing segmentation data, incomplete associations, ownership gaps, and records requiring sales follow-up—turning data quality into an ongoing operating process rather than a one-time cleanup exercise.

The Result: A More Connected Operating System

The most significant outcome of the partnership is not a single campaign or dashboard, but the infrastructure connecting them.

Across the engagement, processes that began as individual CRM tasks increasingly became documented, repeatable systems for sales outreach, attribution, segmentation, customer feedback, reporting, data quality, and cross-platform administration.

Today, that infrastructure operates at meaningful scale: hundreds of thousands of product records can be analyzed alongside deal data; tens of thousands of contacts have participated in sequence-based outreach; customer feedback is stored as structured CRM data; and recurring reporting processes provide visibility across sales and marketing activity.

Together, these systems give Signature a more connected foundation for organizing data, evaluating activity, maintaining CRM processes, and making sales and marketing information more accessible across HubSpot and Salesforce.

A Partnership That Evolved With the Business

The nature of Pyxis’s work with Signature has evolved substantially over the course of the relationship.

Early projects centered on nurture programs, campaign execution, sales sequences, segmentation, and lead reporting. As Signature’s needs grew, the partnership expanded into sales enablement, lead management, Salesforce integration, custom data architecture, advanced reporting, customer-feedback systems, attribution, and ongoing CRM governance.

By turning recurring work into documented processes and connecting data across systems, Pyxis has helped establish an operational foundation that Signature can continue to use, maintain, and evolve.

Signature Systems' Perspective

"Pyxis has been a valuable partner in helping us get more out of HubSpot. Their experience and responsiveness have helped us improve processes, better utilize our data, and create a more connected approach to supporting our Sales and Marketing efforts."

— Jeremy Kolias, Director of Marketing, Signature Systems

Our Results

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