How Procore gave hundreds of sellers one shared view of pipeline across two CRMs

1. Two CRMs, and a merge wrapped in red tape

Datagrid ran on HubSpot. Procore ran on Salesforce. Merging a privately owned company’s CRM into a public one has to be SOX compliant, so the integration moves very slowly, and even connecting an outside system for review goes through layers of approval and security. For a long time the AI product’s performance sat siloed in HubSpot, with no scalable way to get the data out to the Procore people who needed it.

2. The people who needed the numbers could not see them

Only the AI team and one sales leader had true visibility into pipeline, actuals, and conversion. Procore’s own sales leaders had no view into what was happening with AI on their account managers’ accounts, so reporting ran on exports and hand-kept copies in Google Sheets.

3. It turned into a revenue problem, not just a visibility problem

Procore’s relationship-owning sellers hold the account. When they could not see the opportunities the overlay AI sales specialists were working, they held back introductions and did not hand deals off. AI selling stalled while the specialists worked accounts blind to the people who owned the customer relationship.

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The actual relationship manager on the account had no visibility into the pipeline, no visibility into the deal, and they didn’t feel comfortable handing that sale off to an overlay seller... It turned into a revenue problem rather than just a visibility problem.

Samantha Heard · Revenue Operations, Procore

Samantha did not go looking for a dashboard tool. She stumbled on Coefficient through Google Sheets, found the team already had licenses, and connected it. Without writing any SQL, she could pull live HubSpot data into Sheets and live Salesforce data into Sheets, both in real time. That was the first step: one place where anyone across the two companies could query both systems.

From there she went further. Her team built a vetted data layer in Snowflake that unified the two CRMs, deduped on the data engineering side, then used Coefficient to bring that layer back into Sheets so everyone could query it from one spot. The alternative was Tableau, and the migration made that path punishing: fields and internal naming conventions changed every couple of weeks, so every worksheet and calculation would have to be rebuilt and made to look right again, over and over. When she saw AI Dashboards, she tried building the same reporting there instead, and found a simple sales leaderboard took about 20 minutes, a large dashboard an hour or two.

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Without even running SQL code, at a minimum I could sync live information from HubSpot into Google Sheets, and sync live information from Salesforce into Google Sheets.

Samantha Heard · Revenue Operations, Procore

Sales stopped stalling

The block was never really about charts. It was that account owners would not introduce the AI specialists to deals they could not see. Once the dashboard reached Procore’s sales leadership, that changed. Samantha could not put an exact acceleration number on it, and does not claim one, but the shift in behavior was immediate: leaders who could finally see AI pipeline started collaborating, and deals moved.

One dashboard the whole company trusts

The Procore AI Revenue Pacing Dashboard started with the RevOps business partners who asked for it, spread to the wider sales leaders, and now reaches essentially every seller at Procore. What keeps hundreds of people on the same numbers is that the numbers hold up. Values are vetted into Snowflake before they land, and anything the dashboard is unsure about surfaces as unassigned, so a gap is easy to spot and fix at the source rather than quietly wrong.

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I don’t think it’s ever made a single mistake on what I’ve asked it to do.

Samantha Heard · Revenue Operations, Procore

Reconciling two CRMs in minutes

The two CRMs share only one field: the Procore account owner. To categorize every account into revenue segments, Samantha gave Coefficient the org chart and asked it to roll accounts up to their sales leaders. It came back with clarifying questions, confirmed which leaders ran which regions, then produced a formula that sorted everything into the right segments and dropped it into the dashboard, with no Workday or Salesforce export and no data engineering ticket.

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It would’ve been weeks, but Coefficient can reconcile it all in minutes.

Samantha Heard · Revenue Operations, Procore