Back to customersAt a glance
- No RevOps hire needed
Dreamhub handles the reporting function - Live in days
Time to go live on Dreamhub - Deal reviews start with answers
Not status updates - 100% MEDDPIC coverage
Auto-populated from every call and email
About Bullpen
Bullpen is a Financial Analyst AI platform built to unlock analysts’ potential for more impactful work. The company sells into B2B markets where financial analysis and data rigor are core to the buying process — and runs its own revenue motion with the same standard of precision. With a lean sales team and no dedicated RevOps function, Jeff Dietz, VP & Head of Sales, is responsible for both coaching deals and keeping the revenue operation running cleanly.
The Challenge
When Jeff Dietz joined Bullpen as VP & Head of Sales, HubSpot was already in place. For capturing the basics — email threads, opportunity records, activity logs — it did its job. But everything around it required manual effort that didn’t scale.
The most acute problem showed up on the management side. Building the custom pipeline reports the team needed — conversion tracking, movement through opportunity thresholds, the views the board would ask for — was genuinely laborious. Standing up the initial reports took hours. Then the weekly refresh became a recurring tax. “I would routinely find myself on a Sunday night spending a couple of hours just reading through the data trying to make sense of it all,” Jeff recalled. With no dedicated RevOps hire, that work fell entirely on the person who should have been coaching deals.
The qualification side had its own friction. Call transcripts, AI notetaker logs, and email threads contained all the signal the team needed to keep MEDDPIC fields current. But none of it flowed into HubSpot automatically. Reps updated records when they remembered to, which meant deal data was only as good as the last manual entry. Risks that should have surfaced before a forecast call were showing up in the middle of one.
“As the VP and head of sales, I was effectively doing the work of a RevOps function. To sustain it properly, I would have had to hire someone dedicated to it.”
Jeff Dietz, VP & Head of Sales, Bullpen
Why Dreamhub
Bullpen wasn’t actively shopping for a new CRM. Jeff knew exactly where the bottlenecks were and had even considered piecing together a workaround using AI tooling, spreadsheets, and general-purpose LLMs. He chose not to. Cobbling those tools together would have created more overhead to manage, and if anything broke, he’d be the one holding it together. The operational gain wouldn’t have been worth it.
What accelerated the decision was HubSpot itself. The relationship had become transactional, and subscription cost increases tied to AI usage within the platform didn’t make sense for what the team was actually getting. When the economics and the operational friction aligned, it was time to look for something fundamentally different.
The evaluation was short. Dreamhub’s native MEDDPIC support was the deciding factor. “The deciding factor was its strong, native support for the MEDDPIC qualification framework,” Jeff explained. “That framework is central to how we run deals, and we wanted to be confident the platform was genuinely built around it rather than bolting it on as an afterthought.” Dreamhub was purpose-built for the exact problem Bullpen was trying to solve, so an extended evaluation never felt necessary.
The Switch
The rollout required careful work: moving data and mapping the fields, categories, and deal structures that mattered most to Bullpen’s process. Dreamhub’s team was hands-on throughout, and a significant portion of the migration was automated by the platform itself. There were a few expected snags around field mappings and category definitions, but the team worked through each one directly.
Within a matter of days, Bullpen was live on Dreamhub and already getting value out of the platform.
How Bullpen Uses Dreamhub
The change on the management side was immediate. Jeff no longer manually configures reports. Instead of spending hours building dashboards and refreshing views, he expresses to Dreamhub’s AI how he wants a report to appear — a standard recurring view or a new slice of the data he wants to explore in the moment — and it produces it. The Sunday night data archaeology is gone.
On the AE side, the integration with Dreamhub’s notetaker automatically populates MEDDPIC qualification fields, status updates, and next steps on deals after every call and email. Reps spend far less time on manual data entry. More importantly, the platform surfaces yellow lights and red flags inside live deals before anyone has to ask about them.
One capability has stood out: Dreamhub’s champion qualification goes deeper than field population. The system doesn’t just check whether a champion field has been filled in — it evaluates the relationship against Bullpen’s own definition of what a champion actually is. The AI has surfaced real inconsistencies: contacts labeled as champions who didn’t meet the bar the team had defined, along with specific guidance on how to build, develop, test, or better leverage that relationship to move the deal forward. It’s the kind of coaching that used to require a senior rep or manager to catch manually mid-review.
The Results
The most immediate win was time back. Hours that had been going into building and refreshing pipeline reports every week now go into selling and coaching. Jeff no longer needs to hire a dedicated RevOps resource to sustain the reporting function — Dreamhub handles it.
Deal reviews look different too. Where forecast calls used to start with reps walking through background context before any risk could surface, Bullpen now arrives at those conversations with a contextualized starting point. Risks are visible before the call, not revealed during it. The first stretch of every review is now about strategy, not status updates.
Across the board, the team has a more consistent way of making sure every step needed to advance a deal is actually getting done. MEDDPIC is enforced automatically, not aspirationally. Gaps are called out specifically, before they stall deals on missing information.
“We now have a consistent way of making sure every step needed to solidify a deal is actually getting done, and a clear view of where the gaps are. We come into forecast and deal reviews with an actionable starting point instead of spending the first stretch of every call reporting the background.”
Jeff Dietz, VP & Head of Sales, Bullpen
Like Bullpen, B2B software sales teams are switching to Dreamhub in days, not months. Book a demo to see what your deal reviews look like when the CRM does the work.