Overview
Give the team answers without making Sales Ops the middleman.
Dina Shkolnik is Reflectiz’s only Sales Ops person. With Swan, she makes her operational knowledge and workflows available to 31 users across the GTM organization. Sales, channel teams, customer success, and marketing can ask questions and act in Slack, using the same CRM context and reusable skills.
It's saving us lots of time. Sales operations is a big pain for many companies: monitoring, enrichment, fixing things sales didn't update correctly, bulk changes. I'm the only sales ops person here, and it saves me a lot of time.
Dina Shkolnik
Sales Operations, Reflectiz
The challenge
One Sales Ops person was the route to every answer.
Account questions, reporting requests, enrichment, and CRM fixes all competed for Dina’s attention. As Reflectiz’s only Sales Ops person, she had to balance recurring support with work that could improve how the wider GTM team operated.
A sales leader could know the business question without knowing how to build the HubSpot report. Translating the request into filters, checking records, and returning an answer typically took 30–60 minutes. When two reports disagreed, tracing the discrepancy could take another 30–45 minutes.
Missing fields, incorrect updates, and bulk changes created more work. The team needed access to Dina’s operational knowledge without routing every task through her.
The solution
Make operational knowledge available where the team works.
Swan gives Reflectiz a context and orchestration platform connecting HubSpot records, operational knowledge, and reusable skills. People can ask account questions, request reports, or investigate a CRM issue directly in Slack. The same context that helps Dina solve a problem becomes available to the team.
Dina builds the underlying workflows and handles questions that need her judgment. Connected HubSpot workflows extend enrichment, CRM maintenance, reporting, and data operations into repeatable processes. Together, those workflows and the shared GTM brain form infrastructure the wider organization can use.
Systems, agents, and humans working together
- Systems HubSpot provides records, associations, and workflow context. Slack connects the team to that information.
- Agents Swan researches and enriches accounts, retrieves reports, inspects filters, compares records, and carries out configured CRM work.
- Humans Dina maintains the operational knowledge and workflows. Sales, channels, CS, and marketing ask questions, inspect the answers, and decide what to do next.
Who uses the GTM brain
One Sales Ops person. Shared knowledge for the whole team.
Dina is Reflectiz’s only Sales Ops person, supporting 31 Swan users across sales, channels, customer success, marketing, and revenue operations. Swan gives each team access to the operational knowledge and workflows she builds.
Sales operations
Dina builds and maintains enrichment, CRM, reporting, and troubleshooting skills. She focuses on the questions and initiatives that need her expertise.
Sales leadership
Leaders ask GTM questions in Slack, request reports, and inspect the data and filter logic behind an answer.
Sales & channel teams
Reps ask account questions, research contacts, request enrichment, and update CRM context. Six sales and channel users have each made more than 85 requests.
Customer success & marketing
CS and marketing use the same account history for customer context, prospect lists, segmentation, enrichment, and reporting.
The answer does not have to stop with Dina.
A reporting question, CRM fix, or enrichment process can become a reusable skill or workflow. The team can then draw on that operational knowledge directly in Slack, and HubSpot workflows can use it as part of an existing process.
The use cases
How the engine works.
USE CASE 01
Let the GTM team serve its own everyday requests
60%
of recurring GTM requests handled without Sales Ops
Instead of sending each account question, enrichment request, or CRM issue to Dina, people can ask Swan directly in Slack. Swan uses shared account context and operational skills to help them complete the work.
Today, 60% of recurring GTM requests are handled through Swan without Sales Ops involvement. Six sales and channel users have each made more than 85 requests, showing how the shared foundation has become part of their working day.
- Question in Slack
- Shared CRM context & skills
- Swan handles the request
- User reviews & acts
Swan is my first go-to tool. It's always available. I just open Slack and say, 'Hey Swan, can you…' and it can be anything
Dina Shkolnik
Sales Operations, Reflectiz
USE CASE 02
Give leaders reporting answers they can inspect
~5 min
to answer a reporting request
Previously a typical 30–60 minute task.
Sales leaders can describe the answer they need in Slack without building a HubSpot report or asking Dina to translate the question into filters. Reporting requests that previously took 30–60 minutes now take roughly five minutes.
Seventy-five percent of ad hoc GTM questions from leadership can now be answered through Swan without Sales Ops involvement. The benefit includes greater transparency: leaders can inspect the underlying records and conditions, understand why they are included, and ask Swan to explain a discrepancy.
- Leadership question
- Inspect CRM data & conditions
- Explain the answer
- Leader acts with context
Sales leaders don't know how to build useful reports. With Swan, they just send a request and Swan gets it for them
Dina Shkolnik
Sales Operations, Reflectiz
USE CASE 03
Find the reason behind a CRM or reporting discrepancy
~5×
faster diagnosis of CRM and reporting issues
Around 30–45 minutes before, versus 5–10 minutes with Swan.
When numbers do not match or a contact is missing from a segment, Swan compares lists and files and works through the filter conditions. Dina can ask what caused the mismatch and get a specific explanation.
Investigations that previously took around 30–45 minutes can now be diagnosed in roughly 5–10 minutes. That makes it faster to identify the record, association, or filter that needs attention and move on to the fix.
When the numbers don't match, Swan can compare lists and files and tell you where the problem is. Or I ask why a contact isn't in a segment, and it runs through all the filter conditions and gives me the reason. For reporting, it's invaluable.
Dina Shkolnik
Sales Operations, Reflectiz
USE CASE 04
Extend one Sales Ops person’s knowledge across the organization
1 Sales Ops person
supports 31 Swan users
Dina uses Swan for monitoring, enrichment, CRM fixes, bulk changes, reporting, and troubleshooting. HubSpot workflows call on Swan to bring that support into repeatable processes, alongside the questions people ask directly in Slack.
By moving recurring work into shared skills and workflows, Dina saves roughly 10 hours each week. She can spend more time improving GTM processes and supporting initiatives that need her expertise, while the team continues to use the operational knowledge already available in Swan.
The impact
More answers for the team. More time for Sales Ops.
Sixty percent of recurring GTM requests are now self-served through Swan, and 75% of leadership’s ad hoc GTM questions can be answered without Sales Ops involvement. The team gets faster access to information and a clearer view of the data and logic behind each answer.
Dina saves roughly 10 hours a week while supporting 31 Swan users as Reflectiz’s only Sales Ops person. Shared skills and HubSpot workflows extend her operational knowledge across the organization.
Reporting requests take roughly five minutes instead of 30–60, and CRM or reporting issues are diagnosed around five times faster. Swan gives people both an answer and a way to understand what needs attention in the underlying data.
I really can't imagine our work being as effective as it is now before Swan
Dina Shkolnik
Sales Operations, Reflectiz
Before Swan
- Account and reporting questions route through one Sales Ops person
- Reporting requests take 30–60 minutes
- CRM discrepancies take 30–45 minutes to diagnose
- Recurring fixes compete with broader GTM initiatives
With Swan
- 60% of recurring GTM requests are self-served
- 75% of leadership GTM questions answered without Sales Ops
- Reports answered in roughly 5 minutes
- One Sales Ops person saves roughly 10 hours a week
