Fendahl builds enterprise-grade software for the global commodities market. An industry where deals are complex, consultative, and slow-moving. Their average sales cycle runs over 6 months, and each deal is worth well into 6 figures. It’s a process that rewards persistence, timing, and flawless coordination across teams.
But in long sales cycles, even small gaps can lead to major losses. Without the right structure, it’s easy for follow-ups to be missed, for priorities to shift, or for deals to quietly lose momentum.
Fendahl was using Pipedrive at the time, a tool that worked well for basic tracking but lacked the depth needed for enterprise sales. It couldn’t support the handoffs, automation, or visibility they needed to manage high-value opportunities across teams and regions.
So when a HubSpot AE introduced us, they were already clear on one thing: it was time to switch systems and rework the entire sales motion around it.
When handling six-figure enterprise deals that span months, staying on top of every conversation, task, and follow-up is crucial.
Fendahl was using Pipedrive, a tool built for simple pipelines, not long-cycle, multi-stakeholder sales.
Sales managers had no way to spot stuck deals. Reps weren’t nudged when things went cold. And leadership couldn’t see what was moving and what wasn’t.
As a result, 130 deals quietly fell off, with no system in place to bring them back.
In an enterprise sale, quote turnaround can make or break momentum. But Fendahl’s approval process was fully manual.
Reps were stuck chasing internal responses instead of selling. Sales managers had no dashboard to track blockers.
Deals sat idle for days or worse, fell through because internal systems moved slower than the buyer.
Deals at Fendahl involved multiple handoffs over several months. But without automation, ownership got murky.
This meant that even warm, high-value deals could stall simply because no one knew who was supposed to act next.
Fendahl invested heavily in industry events like Commodity Trading Week and SiGMA, generating warm leads from target accounts. But post-event, there was no structured way to activate them.
Valuable contacts sat in static lists, never entering the pipeline. Sales didn’t know who they were. And marketing didn’t have the tools to engage them.
Fendahl’s sales motion wasn’t short or simple. Each deal moved through multiple stakeholders, stretched over six months, and often crossed regional boundaries.
But their existing CRM had just five generic stages and no defined lifecycle.
We rebuilt the pipeline to mirror how their sales team actually worked:
This gave reps clarity on what to do next, managers visibility into what was moving, and leadership a view of how the funnel was performing, without chasing down updates.
In long sales cycles, follow-ups aren’t just reminders; they’re lifelines. And without automation, they get missed.
We introduced a system that kept deals moving without relying on memory or spreadsheets:
Just imagine a $400K opportunity, untouched for a month, quietly slipping out of the funnel. Now, leadership is alerted before that happens, and the team can re-engage while the window is still open.
No lead goes stale without someone knowing about it.
Before we stepped in, quoting was a bottleneck. Reps would generate proposals, send them via email, and wait sometimes for days without knowing who had reviewed them or where it was stuck.
We built a defined quote workflow inside HubSpot:
Imagine closing momentum building over a week, only for a rep to lose it because they were chasing approvals internally. That frustration is now gone. Quotes move faster, reps stay in control, and every step is visible.
Fendahl attends global events like Commodity Trading Week and SiGMA, collecting dozens of warm leads from prospects that fit their ICP. But before HubSpot, there was no structure to reach out to them.
We built a structured activation engine:
Instead of manually uploading CSVs and hoping someone followed up, Fendahl’s team now had a system where event leads were in sequence.
They could track exactly who was engaging and which accounts were warming up for sales.
What used to sit in spreadsheets or go quiet mid-funnel is now fully systematized inside HubSpot.
And with all activities now tracked from first touch to final signature. Fendahl has visibility at every layer of the funnel.
And that was just a start; we’re still working closely with Fendahl to make sure the system keeps pace with the business.
Want to see how this system could work for your sales team?