About This Episode:
For many businesses, growth isn’t just about delivering a great product—it’s about creating seamless processes that support both customers and internal teams.
But what happens when outdated systems slow everything down?
That’s exactly the challenge Custom Built faced. Their payment process was clunky and inefficient, relying on manual credit card transactions, paper checks, and frustrating delays. Customers found it inconvenient, the sales team struggled with inefficiencies and chasing down payments.
Something had to change.
In this episode of the Endless Customers podcast, Alex Winter sat down with Isabelle Braeutigam, Marketing Manager at Custom Built, to discuss how the company tackled these operational roadblocks by leveraging HubSpot Payment Links.
The result? A faster, smoother, and more trustworthy payment experience that helped them collect $2.2 million more efficiently.
The challenge: A disconnected sales process
Like many businesses, Custom Built had a CRM—HubSpot, to be specific—but wasn’t using it to its full potential. While the company had invested in the platform with high expectations, it was primarily being used as a basic contact management system rather than a tool that could drive business growth and efficiency.
One of the biggest operational inefficiencies was the outdated payment process. Sales reps were stuck in a frustrating cycle of requesting checks, manually processing credit card payments through cumbersome procedures, and dealing with delays in accounts receivable. This created unnecessary friction with customers and slowed down revenue collection. In today’s world, where digital payments are seamless and expected, this process was not only inefficient but also chipped away at customer trust.
As Isabelle put it, “We were growing as a company, but our processes weren’t keeping up. We had the tools, but we weren’t leveraging them properly.”
At the same time, Custom Built faced a challenge common in the remodeling and construction industry—focusing heavily on delivering a high-quality final product while the operational and customer experience sides of the business lagged behind. While the company excelled in craftsmanship, elements like marketing, client communication, and streamlined sales processes weren’t keeping pace with its growth.
This imbalance created growing frustrations among both the internal team and customers. It was clear that something needed to change, not just for the sake of efficiency but to ensure a more seamless, modern, and trustworthy customer experience.
The turning point: Taking ownership of HubSpot
When Isabelle joined Custom Built full-time in 2020, she didn’t start in marketing. She was part of the client service team, making sure the customer experience was smooth. But as she began working with HubSpot, she saw its untapped potential.
“I became a sponge,” Isabelle said. “I took every course I could find, called support a lot, and just learned everything I could about how HubSpot could help us.”
She quickly realized that while the company had HubSpot, they were only scratching the surface of what it could do. Initially, it was being used in a limited capacity—primarily for managing contact information and basic sales follow-ups. But Isabelle saw opportunities far beyond that. She recognized that HubSpot had the power to unify marketing, sales, and operations, streamline communication, and create an integrated customer experience that would make interactions smoother at every stage of the buyer’s journey.
Rather than waiting for someone else to lead the charge, Isabelle took full ownership of the platform. She dove deep into automation, segmentation, and reporting, discovering ways to improve internal workflows and create a more efficient pipeline for leads and customers. She spent hours experimenting with workflows, testing email sequences, and figuring out how different tools within HubSpot could connect to eliminate bottlenecks in their sales process.
This deep dive led to a realization: HubSpot wasn’t just a tool for storing contacts. It could be the backbone of Custom Built’s marketing, sales, and operations. But to make that happen, they needed a clear strategy, buy-in from leadership, and a commitment to fully leveraging the system’s capabilities. Isabelle became the driving force behind that transformation, ensuring that Custom Built didn’t just have a CRM but had a system that actively contributed to business growth.
The problem with payments (and how they fixed it)
One of the biggest pain points for Custom Built was payment collection. Their process was clunky and awkward—customers had to bring checkbooks, or sales reps had to collect credit card details manually and send them to finance via a locked PDF. It wasn’t just inefficient; it felt outdated and unprofessional.
“Every time we asked a customer for a check, it was a little awkward,” Isabelle explained. “Like, ‘Oh, you don’t have your checkbook? Okay, let’s figure this out.’ It wasn’t a great experience.”
This outdated process led to multiple problems. First, it slowed down revenue collection, as payments were often delayed due to misplaced checks, forgotten checkbooks, or logistical roadblocks. Second, it created unnecessary friction in the customer experience. A home remodeling project is already a significant financial commitment—adding stress over how to submit payment only made things worse. Lastly, it made financial reporting and reconciliation difficult, with finance teams spending extra time tracking down payments and verifying transactions manually.
Recognizing this as a major trust-breaker, Isabelle and her team set out to find a solution. They needed something that was secure, streamlined, and easy to use for both customers and sales reps. More importantly, they wanted a payment process that would integrate seamlessly into their existing HubSpot system, ensuring a smooth and efficient workflow for their entire team.
The solution: HubSpot Payment Links
After researching different options, Isabelle discovered HubSpot’s Payment Links—a feature that allowed customers to make secure payments digitally, with just a few clicks. It was a simple, intuitive tool that streamlined the process for both the sales team and their clients.
Initially, Isabelle considered using HubSpot’s Quote tool to facilitate payments. This tool allowed sales reps to create digital quotes that clients could approve and pay from. However, as she dove deeper into the capabilities of HubSpot, she realized it wasn’t the best fit for Custom Built’s needs. The Quote tool required more manual steps and wasn’t as frictionless as she wanted.
That’s when Isabelle turned to IMPACT’s HubSpot expert, Jess Palmeri, for guidance.
“I would have moved forward with Quotes, and it wouldn’t have been the right tool,” Isabelle admitted. “Having a coach who really knows HubSpot helped me avoid a mistake and find the right solution faster.”
Jess pointed her toward Payment Links, a newer feature within HubSpot that allowed clients to make payments instantly—without the need for back-and-forth approvals or manual data entry. This small shift made a huge impact.
Once implemented, the results were immediate.
- Sales reps embraced it naturally. The tool was so easy to use that there was no need for forced adoption or training struggles. It fits seamlessly into their existing process.
- Customers appreciated the simplicity. Instead of fumbling with checks or dealing with clunky manual credit card processing, they could make payments in seconds, just like they would with any modern e-commerce transaction.
- Faster, more secure payments. Gone were the days of waiting on mailed checks or handling sensitive credit card information manually. Payments were processed quickly and securely through HubSpot.
The best part? The team didn’t just accept the change—they loved it. The solution wasn’t something Isabelle had to push; it was something her sales team naturally adopted because it made their jobs easier.
The impact: $2.2 million processed and counting
Since implementing HubSpot Payment Links, Custom Built has processed over $2.2 million in payments through the system. What once was a clunky, inefficient process filled with manual steps, awkward conversations, and delays quickly transformed into a streamlined, customer-friendly experience.
But the real win? The sales team’s immediate buy-in.
Unlike many system changes that require constant reminders, training sessions, and reinforcement, this solution required none of that. Sales reps didn’t just use it—they wanted to use it.
“My favorite moment was about a week in,” Isabelle recalled. “One of our sales advisors called me and said, ‘I love these Payment Links. They’re so easy to use. This is going to change our sales process.’ That’s when I knew we made the right decision.”
This reaction wasn’t a one-off. Over the following weeks, team members consistently voluntarily integrated Payment Links into their workflows. Without being prompted, they sent payment requests faster, reduced unnecessary back-and-forth with customers, and saw payments come in more quickly than ever before.
For customers, it made the payment process seamless and stress-free. No more writing checks. No more awkward, last-minute scrambling for payment. No more delays due to outdated processes. Instead, they had a secure, professional, and easy-to-use way to finalize transactions in seconds.
From an operational standpoint, the impact went beyond just collecting payments faster:
- With an easy way to pay, customers were more likely to complete transactions on time, improving cash flow.
- Payment tracking and reconciliation became far more efficient, freeing up internal resources for higher-value work.
- Removing unnecessary friction meant that sales conversations could stay focused on project success instead of awkward money discussions.
The best part? This wasn’t a temporary boost. The system became an essential part of how Custom Built operated, setting the foundation for a more scalable, efficient, and customer-friendly sales process.
What your business can learn from Custom Built
Custom Built’s transformation wasn’t just about fixing a payment problem—it was about creating a system that works for both customers and employees. Their journey provides valuable lessons for any business looking to improve efficiency, enhance customer trust, and streamline internal operations.
1. Identify the real problem
Before jumping into solutions, take a step back and assess what’s actually causing friction in your process.
Look beyond surface-level frustrations. If customers hesitate, if sales teams complain, or if finance is constantly chasing payments, dig deeper to find the root cause.
2. Define your success criteria
Technology can’t fix a problem unless you’re clear on what success actually looks like.
Write down a list of must-haves before selecting any tool. Make sure every department involved—sales, finance, marketing—has input so you don’t miss a critical requirement.
3. Get expert guidance
Even the best tools can be overwhelming if you don’t know how to use them.
Whether it’s a consultant, a coach, or an industry peer, getting outside expertise can save time, reduce mistakes, and lead to better decision-making.
4. Make adoption easy for your team
The best solutions don’t require forcing people to use them—they make life easier for those who need them
If you’re rolling out a new tool or process, ask yourself: Is this making my team’s job easier? If it’s adding complexity instead of solving problems, expect pushback.
5. Keep improving
Digital transformation is not a one-time event—it’s an ongoing process.
Regularly review your systems and processes. What’s working? What’s still a bottleneck? Small tweaks can lead to massive efficiency gains over time.
By fully leveraging HubSpot, working with IMPACT, and focusing on the customer experience, Custom Built turned a frustrating, outdated process into a seamless, trust-building system.
And that’s the kind of change that doesn’t just make sales teams happy—it drives real business growth.
Connect with Isabelle
Isabelle Braeutigam is the Marketing Manager at Custom Built, has become an industry advisor in the customer relations software Hubspot, has a keen talent for elements of design, and currently leads the marketing team under the innovative Endless Customers System.
Connect with Isabelle on LinkedIn
Keep Learning
- Watch: You Can Use AI For Personalized Sales Training
- Read: 6 Smart Ways to Speed Up Your Content Creation with AI
- Free Assessment: How Does Your Sales and Marketing Measure Up?
Author: awinter@impactbnd.com (Alex Winter)
* This article was originally published here
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