AT A GLANCE
Customer: HumanSignal
Industry: B2B SaaS / Data & AI Platform
Team Size: ~50
Engagement Type: Full-Service Growth Partnership
Challenge: Data inconsistencies, manual tracking of high-priority leads, and no RevOps capacity
Solution: Lead routing redesign, RevOps cleanup, Salesforce and HubSpot optimization
Impact: Time savings, improved lead visibility, reduced manual effort, scalable RevOps
The Context
Enterprise growth outpacing manual lead management systems
HumanSignal is a data-centric AI company enabling organizations to build custom AI models using their own proprietary data and human feedback. Its open-source platform, Label Studio, is widely adopted by over 250,000 users worldwide.
Like many Series A startups, HumanSignal was managing growing complexity without the internal RevOps resources to match. After a period of sales team turnover, Director of Marketing Nate Kartchner inherited the entire revenue tech stack including Martech, sales tools, and data systems.
While the product-led growth motion was performing well, the enterprise sales funnel suffered from data inconsistencies, disconnected systems, and time-consuming manual work. Leads flowed through two different websites and a patchwork of tools including HubSpot, Salesforce, Metabase, and several enrichment and analytics apps.
The Challenge
Manual lead management and inconsistent processes
Without dedicated sales and marketing operations support, key enterprise leads were slipping through the cracks. Nate was responsible for not only generating demand but also managing lead routing, troubleshooting system issues, and trying to improve reporting accuracy—all while working as a single-threaded resource.
The growing complexity of the funnel made it difficult to maintain clean data, automate processes, and identify where prospects were stalling. Nate spent excessive time manually tracking leads in spreadsheets, cleaning pipeline data, and piecing together reports across disconnected systems. He had no time to focus on strategy because he was buried in maintenance.
Key issues
No clear lead routing: Accountability gaps led to inconsistent follow-up
Manual tracking: Reporting and lead management required time-consuming manual work
Disconnected data: HubSpot, Salesforce, and other tools weren’t syncing reliably
Funnel visibility gaps: Leadership couldn’t see where leads were or how they converted
No capacity for maintenance: The team lacked time or expertise to clean or optimize the tech stack
Stalled admin support: Prior Salesforce admin resource was tapped out and unable to assist
The Iceberg Approach
Provide Strategic guidance, technical execution, and scalable system design
HumanSignal partnered with Iceberg to address immediate pain points while laying the foundation for sustainable growth. The engagement focused on improving lead management, streamlining systems, and providing ongoing strategy and operational support.
What we delivered:
Sales and Marketing Operations System Support
- Assumed ownership of Salesforce and HubSpot technical administration
- Automated lead routing and cleaned up existing workflows
- Connected marketing and sales processes for better visibility and accountability
Strategic Guidance & System Design
- Audited existing processes and identified bottlenecks
- Designed scalable lead management and routing workflows
- Provided recommendations for ongoing optimization and reporting improvements
Collaboration & Training
- Worked with internal teams to align processes across departments
- Trained marketing and sales users on new workflows and dashboards
- Created documentation to support long-term maintenance and scalability
The Results
A scalable sales and marketing operations system BUILT TO support growth
With Iceberg’s support, HumanSignal now operates with improved visibility, efficiency, and confidence. Manual tasks have been minimized, lead routing is automated, and reporting provides clear insights into funnel performance.
KEY WINS
Automated lead routing ensures consistent assignment, improving response time and accountability
Clear funnel visibility gives managers the data they need to make smarter strategic decisions
Significant time savings as Nate now spends just an hour a week on lead tracking, down from an hour a day
Reduced admin burden frees the team to focus on strategy instead of maintaining the system
Minimized risk by addressing single-point-of-failure concerns with scalable, resilient system design
