Case Study:
3T Software Labs – HubSpot Reporting, Renewal Automation, and Revenue Visibility
March 2025 to October 2025
Build. Work. Deliver. by Teajai
Client Overview
3T Software Labs develops Studio 3T and Robo 3T—leading tools for MongoDB developers. The company operates a multi-product SaaS model with thousands of users worldwide, spanning individual licenses, enterprise renewals, and multi-year subscription terms. Their CRM needed to accurately represent this complex structure to support both forecasting and growth decisions.
Challenge
When I was first introduced to 3T Software Labs, their HubSpot portal reflected years of growth layered on top of inconsistent data and disconnected processes.
Key pain points included:
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Disjointed renewal tracking: Deals were not clearly segmented by renewal, expansion, or new business, making churn and retention reporting unreliable.
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Manual forecasting: The revenue team relied heavily on Excel to understand multi-year renewal values, license growth, and expansion revenue.
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Unaligned data structure: Product, quote, and license data lived in separate systems without standard naming conventions or service-period visibility in HubSpot.
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Reporting blind spots: Leadership lacked confidence in ARR and seat-based metrics due to missing or inconsistent deal properties.
Peter Caron, 3T’s Managing Director, summarized it best:
“Teajai was fantastic. She understood our challenges, advised us on direction and plans and was great in her technical implementation. She understands HubSpot better than anyone we have ever worked with.”
Solution: Implementing HubSpot and Defining Service Processes
Working closely with Sales, Marketing, and Leadership, Teajai led a full rebuild of the reporting and data foundation within HubSpot.
Key initiatives included:
Dataset-Driven Reporting
- Built a master Renewals + Expansion Dataset linking Deals, Line Items, and License data.
- Added calculated fields for ARR, renewal term length, retention rate, and multi-year cash forecasting.
- Replaced Excel-based reports with dynamic HubSpot dashboards accessible to all teams.
Deal Standardization
- Established naming conventions and validation rules to enforce structure across pipelines.
- Implemented custom deal properties for Deal Type (Renewal, Expansion, New License, Other) and Service Period Dates to unify reporting.
Automation & Forecasting Enhancements
- Automated service-period tracking, ensuring renewal dates and multi-year contracts rolled forward accurately.
- Segmented license and seat growth with formulas to separate churn, retention, and mid-term expansions.
- Introduced filters to exclude unassigned transactional deals from revenue forecasts.
Strategic Reporting for Leadership
- Created dashboards highlighting:
- Renewal Volume by ARR Tier & Quarter
- Renewal Retention Rate by Touch Tier
- License Growth vs. Churn
- Multi-Year Renewal Performance
- Visualized all metrics directly in HubSpot, eliminating the need for external spreadsheets
Results
The impact of my work was both immediate and measurable:
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Operational Clarity: Sales, Customer Success, and Finance now reference the same dashboards for revenue and renewal performance.
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Reporting Accuracy: Multi-year renewals, expansions, and churn are tracked automatically—no manual reconciliation required.
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Leadership Confidence: Executives gained real-time visibility into ARR, renewal velocity, and license movement, enabling data-driven decisions.
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Internal Adoption: Teams across departments actively use the dashboards because they’re both intuitive and trustworthy.
As Peter put it:
“She got along with and communicated with everyone, from CRM salespeople to senior leaders. She is highly recommended.”
Ongoing Partnership
3T continues to partner with Teajai for advanced HubSpot projects including:
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License Edition v2 logic for cleaner reporting
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Enhanced quote templates and service-period automation
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ARR-based goal tracking for renewals and expansions
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Further dataset optimization and visualization improvements
100% transition from manual spreadsheets to live HubSpot dashboards
Multi-year renewal forecasting and seat-based growth tracking achieved
Executive-level clarity and team alignment across sales, CS, and finance
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