The AI-operated revenue engine for B2B SaaS
From a full HubSpot or Salesforce implementation to the automation that runs on top of it, we build the revenue systems your team actually trusts: clean data, a pipeline you can forecast, and leads that get scored, routed, and enriched the moment they arrive. Durable systems built to last, not bolted together and left to break.
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Book a CallWhat makes us unique
An AI operations layer on top of your CRM
Most agencies stop at clean data and a dashboard. We keep going, running the same AI-native systems we built for ourselves on top of your CRM, with humans in the loop and permissions scoped so nothing sensitive moves without approval.
Claude Code as your RevOps operator
Connected to HubSpot directly, not just a read-only chatbot. It reads signals across HubSpot, Clay, and your website, decides the next best action, and triggers the automation. It asks before touching anything sensitive.
AI lead scoring and routing
Every inbound lead is scored on fit and intent, then routed automatically: high-fit to an AE's calendar, mid-tier to an SDR with a set cadence, the rest into automated nurture.
AI reply agents, human in the loop
When a prospect replies, an agent drafts the response and flags a rep to approve and send, then nudges the rep to follow up when a thread goes quiet.
Enrichment the moment they respond
We enrich phone and contact data on reply and float your highest-priority contacts to the top, so sales works the best leads first.
The Understory Brain
A data layer that remembers which messaging, sources, and segments actually convert, so your targeting and copy get sharper every week.
Built to stay in your control
Permission-scoped access and human approval on the decisions that matter. We built and ran this on our own CRM before we ever offered it to a client.
Official Understory Partners
Our RevOps Process
From CRM audit to a self-operating revenue machine.
We treat HubSpot like infrastructure, not a contact database. First we get the data model, lifecycle, and attribution right. Then we layer AI on top so the system scores, routes, enriches, and follows up on its own, with your team approving anything that matters.
HubSpot Implementation and CRM Architecture
Whether you are implementing HubSpot from scratch, migrating from another CRM, or fixing an existing instance, we design the architecture around your real sales process. Greenfield builds, migrations, and legacy-data cleanups all start here.
Pipeline Design and Lifecycle Stages
We build or rebuild your deal pipeline with clearly defined stages, entry and exit criteria, and lifecycle stage mapping. Every stage has a purpose. No leads sitting in limbo.
AI Lead Scoring and Routing
We build behavioral and firmographic scoring calibrated to what your closed-won customers actually look like, then route automatically: high-fit leads to an AE's calendar, mid-tier to an SDR cadence, the rest into nurture. Your reps stop burning time on low-probability leads.
Workflow Automation
We design and implement automations for lead routing, deal stage progression, task creation, internal notifications, and follow-up sequences. Your team spends time selling, not doing data entry.
AI Reply Agents and Real-Time Enrichment
When a lead replies, an agent drafts the response for a rep to approve, enriches phone and contact data instantly, and prioritizes the hottest contacts. If a thread goes quiet, it reminds the rep to follow up so nothing stalls in an inbox.
Custom Properties and Data Hygiene
We create custom properties that capture the data your business actually needs, implement validation rules, and set up ongoing data hygiene processes to keep your CRM clean.
Dashboards and Reporting
We build custom dashboards for leadership, sales, and marketing that show pipeline health, conversion rates, revenue attribution, and forecast accuracy. Real metrics, not vanity numbers.
Attribution and Source Tracking
We implement multi-touch attribution models, UTM frameworks, and source tracking so you know exactly which channels, campaigns, and touchpoints are driving pipeline and revenue.
Integrations and Claude Code Automations
We connect HubSpot to your full stack (ad platforms, outbound tools, billing, analytics), and for high-volume work like bulk field migrations, cross-tool syncs, and custom reports we run Claude Code against your CRM via CLI with scoped permissions. Work that took an analyst days happens in minutes, with an audit trail.
Ongoing Optimization
RevOps is never "done." We continuously refine workflows, retune the scoring model, update dashboards as your business evolves, and proactively identify bottlenecks in your funnel before they become problems.
Everything Included
Comprehensive HubSpot RevOps, plus an AI operations layer, built for B2B SaaS teams.
Full HubSpot Implementation
Greenfield HubSpot builds and migrations from other CRMs, configured around your sales process from day one. Salesforce builds too.
CRM Architecture
Full HubSpot CRM design, object modeling, and property structure.
Pipeline Design
Deal stages, lifecycle mapping, and conversion criteria.
Workflow Automation
Lead routing, deal progression, task creation, and notifications.
AI Lead Scoring and Routing
Fit and intent scoring calibrated to closed-won, with automatic AE, SDR, and nurture routing.
AI Reply Agents
Agent-drafted replies with human approval, plus automatic follow-up reminders.
Real-Time Enrichment
Phone and contact enrichment the moment a lead responds, with priority clustering.
Claude Code Automations
Permission-scoped CLI automation for migrations, syncs, cleanup, and custom reports.
Custom Dashboards
Executive, sales, and marketing dashboards with real-time data.
Attribution Reporting
Multi-touch attribution, UTM tracking, and source analysis.
Data Hygiene
Property cleanup, validation rules, dedupe, and ongoing maintenance.
Integration Setup
Connect HubSpot to ads, outbound, billing, and analytics tools.
Understory Brain Intelligence
A learning data layer that surfaces which messaging, sources, and segments convert.
Sequence Design
Sales sequences and nurture workflows built in HubSpot.
Quarterly Reviews
Regular audits, model retuning, and optimization recommendations.
Dedicated Support
Slack channel, bi-weekly syncs, and priority response.
RevOps that runs, not just reports
Your CRM should make decisions, not just store them.
Most B2B SaaS companies treat HubSpot like a glorified address book. Leads come in, reps do their thing, and leadership guesses at what is working based on gut feel.
Understory builds HubSpot into a system that scores every lead, routes it to the right place, drafts the reply, enriches the contact, and tells you exactly where pipeline is stalling. The AI does the repetitive work. Your team approves the decisions that matter.
When your CRM operates itself, it compounds. Every reply, every touch, and every closed deal makes the scoring sharper, the routing faster, and the forecast more accurate.
And we build it to last. Durable systems, documented and maintained, so your CRM keeps working long after launch instead of decaying back into the mess we were hired to fix.
Scoring, routing, replies, and enrichment running on top of your CRM
Hot leads enriched and routed the moment they respond
AE, SDR, or nurture, decided automatically by score
Paid, outbound, and organic tied to pipeline and revenue
Permission-scoped AI that asks before it acts
The Understory Brain learns what converts, every week
RevOps Pricing
Starts at $6,000/mo. From a one-time audit to a fully AI-operated CRM, most clients start with an audit or a build, then move into a managed retainer.
One-time engagement
- Full CRM, attribution, and funnel audit
- User-experience audit of your entire lead journey
- Deliverability and data-hygiene review
- Prioritized 90-day roadmap
- Findings readout with your leadership team
Fixed-scope project
- Everything in Audit, plus:
- Full HubSpot implementation or CRM migration
- CRM architecture and pipeline rebuild
- Lifecycle stages and workflow automation
- Custom properties and clean data model
- Dashboards and multi-touch attribution
- Core integrations (ads, outbound, billing, analytics)
Monthly retainer
- Everything in Build, run and tuned monthly:
- AI lead scoring and routing
- CRM hygiene, dedupe, and dashboard updates
- New automation builds as bottlenecks emerge
- Quarterly business reviews
- Dedicated Slack channel and bi-weekly syncs
The full operations layer
- Everything in Managed, plus:
- Claude Code operating your CRM via CLI
- AI reply agents with human-in-the-loop approval
- Real-time enrichment and prioritization on reply
- Understory Brain campaign intelligence
- Multi-CRM support (HubSpot and Salesforce)
- Custom workflows and performance SLAs
RevOps and HubSpot, answered.
Yes, and safely. The AI operates your CRM through permission-scoped access, so it has to ask before touching anything sensitive, and the decisions that matter (sending a reply, changing a deal, moving a stage) are approved by a human. Think of it as an operator that does the repetitive work at machine speed while your team stays in control. We built and ran this on our own CRM before we offered it to clients.
For high-volume, repetitive work (bulk field migrations, cross-tool syncs, custom reports, data cleanup) we run Claude Code against your CRM through its CLI with scoped permissions. Work that used to take an analyst days happens in minutes, with a clear audit trail. The same foundation powers the lead-scoring and reply-drafting logic that runs day to day.
Yes. We're a certified HubSpot Solutions Partner with multiple HubSpot-certified specialists on the team. We've architected, rebuilt, and optimized HubSpot instances across paid media, GTM engineering, RevOps, and lifecycle clients, from scrappy seed-stage CRMs to enterprise environments managing hundreds of thousands of contacts.
Both. Most of our work is HubSpot because that's where most B2B SaaS lives, but we have several clients on Salesforce and a few running both. The architecture principles are the same: clean data model, well-defined lifecycle stages, proper attribution, automation that removes manual work. We won't recommend ripping out Salesforce just to switch you to HubSpot.
Both options exist. If you have a defined scope (a HubSpot rebuild, a Salesforce migration, a forecasting system), we scope it as a fixed project. If you need ongoing CRM management, dashboard updates, automation iteration, and quarterly tuning, we engage on a fixed monthly retainer. Most of our long-term clients run RevOps as a retainer alongside another service like paid media or GTM engineering.
We build a custom property layer that captures original source, latest source, and influenced touches, then push every channel (paid ads, outbound, organic, referrals, content) into those properties via UTM frameworks and direct integrations. Native HubSpot reports plus Looker Studio dashboards on top show first-touch, last-touch, and multi-touch attribution side by side. You see what sourced versus influenced versus closed.
Both. About half our RevOps engagements start with a CRM audit on a messy existing HubSpot. We document what's broken, prioritize the fixes, decide what to migrate cleanly versus what to deprecate, and rebuild the data model around your actual sales process. Full rip-and-replace is rare; most of the time we save the data and rebuild the architecture around it.
HubSpot native dashboards for sales and marketing day-to-day. Looker Studio for cross-channel views that include paid ad spend, outbound performance, content, and pipeline contribution side by side. Salesforce native dashboards for clients who already standardize there. The principle is: the dashboard lives where the team that uses it already works, not in a separate tool nobody opens.
Outbound flows through OutboundSync (we're an OutboundSync Gold Agency Partner), which pipes Instantly and HeyReach activity directly onto HubSpot or Salesforce contact records. Paid media flows through native ad-platform integrations plus UTM enforcement at the campaign level. Every touch (ad impression, outbound reply, LinkedIn DM, form submit) lands on the right contact with full source attribution.
Yes, and it is one of the highest-leverage things we do. We design behavioral and firmographic scoring models calibrated to what your closed-won customers actually look like, not generic "10 points for opening an email" templates. Routing rules push high-score leads to Slack, the right rep, and the right cadence the moment the score threshold is crossed. We tune the model quarterly as your ICP and product evolve.
Yes. We build pipeline forecasting that pulls from deal stage, deal amount, close date, and deal-stage conversion rates calibrated against your historical data. The output is a weighted forecast that leadership and sales can both trust because the inputs are auditable. We also wire up the data hygiene so reps actually keep deal records current.
Fixed monthly retainer covering: CRM hygiene and dedupe, dashboard updates as your sales motion evolves, new automation builds as bottlenecks emerge, scoring-model retuning, integration maintenance when tools change, and quarterly business reviews where we surface where pipeline is leaking and what to fix next. RevOps is never "done." Clean data and good systems decay if no one tends them.
Ready to put your revenue engine on autopilot?
Tell us about your setup and we'll show you where revenue is leaking and what an AI-operated HubSpot looks like for your business.
Book a CallHear it from our clients.
Real results. Real words. No scripts.
“Alex and Ali have a deep understanding of full-funnel pipeline generation. Ads, email, creative, landing pages, demand gen, lead gen, Clay. They've got you covered. They're a small, scrappy team that cares about results. Go with Understory to run your allbound and you will not be sorry.”
Adam Robinson
CEO, Retention.com & RB2B
“Understory has been an incredible partner to us. They are not only exceptionally skilled operators who understand B2B SaaS growth, but also a group of genuinely smart, proactive, and enjoyable people to work with. They really feel like an extension to the team, consistently bringing new ideas and executing at a high level. I definitely recommend them to any company looking for a true growth partner.”
Nick Velkovski
Co-founder & CEO, HeyReach
“The Understory team excels everywhere. I knew Alex for a while as an early Clay expert, and eventually met Ali too before they became an enterprise partner. We discussed strategy and tactics, and I could just tell it was the right fit for our paid media efforts. This team excels across all channels, and there was no other agency that knew our audience better or could execute at their level.”
Bruno Estrella
Head of Growth, Clay
“We really couldn't ever imagine working without the Understory team, so I heavily recommend them for anyone really trying to look and build their business and really meaningfully grow.”
Jordan Shamir
CEO, Yofi
“Jumping into projects with Understory has been a game-changer for our ad campaigns across LinkedIn and Google. It's like they scour the couch cushions for every last penny to make sure our budget stretches as far as it can go. With a keen eye for detail and a knack for making every dollar count, Understory's approach is a breath of fresh air.”
Joseph Barringham
Director of Demand Gen, Sonrai Security
“Working with Understory has been refreshing -- they jumped right into a highly technical niche and got up to speed on the nuances of our industry. They didn't try to reinvent the wheel, but instead used their expertise to build on our early strategies and successes.”
Jono Krawczyk
Growth Marketing, Secure W-2
“At the start of the new year, we observed a 40% increase in our campaign performance, a testament to their hard work and expertise. We are genuinely impressed and excited by the results achieved, and look forward to our continued partnership!”
Angelica Krauss
Director of Marketing, Remofirst
“Understory team did a thorough audit on our paid media campaigns, found multiple weak spots, and proactively suggested tactics for us to implement. We were so impressed with the audit that we hired them for both paid social and paid search that week.”
Gleb Polyakov
CEO, Nylas
“Working with Understory has been effortless. The syncs were regular, setup was fast and I was pleasantly shocked at the sheer pace Understory work at. This coupled with the passion and excitement Alex and Ali show has made them a pleasure to work with.”
Scott Ferguson
Director of Revenue Marketing, Netacea
“Alex and Ali have a deep understanding of full-funnel pipeline generation. Ads, email, creative, landing pages, demand gen, lead gen, Clay. They've got you covered. They're a small, scrappy team that cares about results. Go with Understory to run your allbound and you will not be sorry.”
Adam Robinson
CEO, Retention.com & RB2B
“Understory has been an incredible partner to us. They are not only exceptionally skilled operators who understand B2B SaaS growth, but also a group of genuinely smart, proactive, and enjoyable people to work with. They really feel like an extension to the team, consistently bringing new ideas and executing at a high level. I definitely recommend them to any company looking for a true growth partner.”
Nick Velkovski
Co-founder & CEO, HeyReach
“The Understory team excels everywhere. I knew Alex for a while as an early Clay expert, and eventually met Ali too before they became an enterprise partner. We discussed strategy and tactics, and I could just tell it was the right fit for our paid media efforts. This team excels across all channels, and there was no other agency that knew our audience better or could execute at their level.”
Bruno Estrella
Head of Growth, Clay
“We really couldn't ever imagine working without the Understory team, so I heavily recommend them for anyone really trying to look and build their business and really meaningfully grow.”
Jordan Shamir
CEO, Yofi
“Jumping into projects with Understory has been a game-changer for our ad campaigns across LinkedIn and Google. It's like they scour the couch cushions for every last penny to make sure our budget stretches as far as it can go. With a keen eye for detail and a knack for making every dollar count, Understory's approach is a breath of fresh air.”
Joseph Barringham
Director of Demand Gen, Sonrai Security
“Working with Understory has been refreshing -- they jumped right into a highly technical niche and got up to speed on the nuances of our industry. They didn't try to reinvent the wheel, but instead used their expertise to build on our early strategies and successes.”
Jono Krawczyk
Growth Marketing, Secure W-2
“At the start of the new year, we observed a 40% increase in our campaign performance, a testament to their hard work and expertise. We are genuinely impressed and excited by the results achieved, and look forward to our continued partnership!”
Angelica Krauss
Director of Marketing, Remofirst
“Understory team did a thorough audit on our paid media campaigns, found multiple weak spots, and proactively suggested tactics for us to implement. We were so impressed with the audit that we hired them for both paid social and paid search that week.”
Gleb Polyakov
CEO, Nylas
“Working with Understory has been effortless. The syncs were regular, setup was fast and I was pleasantly shocked at the sheer pace Understory work at. This coupled with the passion and excitement Alex and Ali show has made them a pleasure to work with.”
Scott Ferguson
Director of Revenue Marketing, Netacea
“They've completely transformed how we approach outbound campaigns. Before we were really struggling with weak positioning and limited reach, but after we partnered with Alex and Ali, we experienced steady, and really consistent growth.”
Luis Perdomo
Director of Marketing, Verify Treatment
“It was clear they actually cared about delivering results for us, not just putting us through some generic, templated system. They really spend the time to understand what will create value for us, built a strategy, and then kept iterating on it to get better and better results.”
Ryley Randall
CEO, Devize
“These guys are real nerds at this stuff. They make our campaigns work and I don't have to do any heavy lifting at all. After a successful exit, I'm focused on A players only, and Understory is exactly that. Trust the nerds. You won't regret it.”
Eric Spett
CEO, Scalebound
“Working with Understory allowed us to reach tens of thousands of prospects and return multiple daily positive leads. They helped us locate potential users of our tool and dial in our messaging so that when we reached out, people responded positively.”
Arel Moodie
Co-Founder, Talkadot
“I worked at Google for over 10 years with many performance marketing agencies and Understory is one of the best.”
Jonathan Pelosi
CRO, Avo
“Working with Understory for my email campaigns has been what I wish every agency experience was like. They're shrewd, on the bleeding edge of the newest tech, organized, and timely. My favorite part about working with them has probably been their proactivity, and ability to adapt quickly.”
Itai Joseph
CEO, Fondu
“Understory is incredible to work with. They're so creative in the way they approach ad creatives and copy, but extremely tactical and calculated with the way they manage ad spend. A year in, and I can't think of a better partner to work with.”
Alia Vinson
Senior Marketing Manager, VERO
“Before Understory, we struggled to find a LinkedIn Ads agency that didn't just run us through generic playbooks. Since partnering with Understory, LinkedIn Ads has become one of our top acquisition channels, delivering some of our largest sales opportunities every week.”
Mike Kilcullen
VP of Marketing, Wiza
“They've completely transformed how we approach outbound campaigns. Before we were really struggling with weak positioning and limited reach, but after we partnered with Alex and Ali, we experienced steady, and really consistent growth.”
Luis Perdomo
Director of Marketing, Verify Treatment
“It was clear they actually cared about delivering results for us, not just putting us through some generic, templated system. They really spend the time to understand what will create value for us, built a strategy, and then kept iterating on it to get better and better results.”
Ryley Randall
CEO, Devize
“These guys are real nerds at this stuff. They make our campaigns work and I don't have to do any heavy lifting at all. After a successful exit, I'm focused on A players only, and Understory is exactly that. Trust the nerds. You won't regret it.”
Eric Spett
CEO, Scalebound
“Working with Understory allowed us to reach tens of thousands of prospects and return multiple daily positive leads. They helped us locate potential users of our tool and dial in our messaging so that when we reached out, people responded positively.”
Arel Moodie
Co-Founder, Talkadot
“I worked at Google for over 10 years with many performance marketing agencies and Understory is one of the best.”
Jonathan Pelosi
CRO, Avo
“Working with Understory for my email campaigns has been what I wish every agency experience was like. They're shrewd, on the bleeding edge of the newest tech, organized, and timely. My favorite part about working with them has probably been their proactivity, and ability to adapt quickly.”
Itai Joseph
CEO, Fondu
“Understory is incredible to work with. They're so creative in the way they approach ad creatives and copy, but extremely tactical and calculated with the way they manage ad spend. A year in, and I can't think of a better partner to work with.”
Alia Vinson
Senior Marketing Manager, VERO
“Before Understory, we struggled to find a LinkedIn Ads agency that didn't just run us through generic playbooks. Since partnering with Understory, LinkedIn Ads has become one of our top acquisition channels, delivering some of our largest sales opportunities every week.”
Mike Kilcullen
VP of Marketing, Wiza