All transformationsSports Technology / SaaS
The Sports Tech Company
400-500 workflows with unclear dependencies
active~20 employees, scaling 3-5x
The SaaS Trap
“Too many cooks in the kitchen.”
What was happening.
The situation
- They grew from 0 to 4,000 customers in 18 months.
- Every team built their own automations. 400-500 workflows. Nobody knew what connected to what.
- Firebase held the real user data. HubSpot held the CRM data. They didn't talk.
- The goal: scale to 15,000 customers without proportional headcount.
- The reality: manual data reconciliation consuming team capacity.
- Multiple departments building band-aid solutions independently.
The symptoms
- 400-500 active workflows with unknown dependencies
- Firebase user data not synced to HubSpot
- Active users invisible to sales and success teams
- Manual data reconciliation eating capacity
- No governance framework for system changes
Where it stands now.
What's different
- Complete HubSpot audit underway
- Firebase integration requirements defined
- Governance framework being established
- End-to-end customer journey mapping in progress
- Single source of truth as explicit goal
What's still messy
- Legacy workflows can't be touched until dependencies are mapped
- Multiple people built the mess — politics of cleanup
- Business continues while foundation is rebuilt
The universal pattern.
Growth creates technical debt. Rapid success can mask operational chaos. Eventually you have to stop and map what you've built before you can scale further.
See the full picture — all six engagements, all six patterns.
All transformationsSee your situation in one of these?
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