GovSpend Customer Story

Status

Public case study draft. Validation and quote approval are required before publishing.

Numbers in this story must be validated with the customer before public release.

About GovSpend

GovSpend is a government-contracting market-intelligence platform serving mid-market and enterprise accounts. Their revenue team spans 17 quota-carrying AEs across 22 Salesforce territories. They operate in a competitive space and aim to outpace rivals organically on SEO and AEO.

GovSpend runs on HubSpot and Salesforce, with a real inbound engine and a growing paid and content motion. It is a scaling B2B SaaS company that needs marketing operations to move as fast as its revenue team.

The situation before Surface

Form abandonment on the existing form meant no partial-response capture, so interested prospects who bailed mid-form disappeared.
Round-robin routing across AEs and territories was hard-coded into existing workflows, hard to change, and impossible to route on lead value.
No lead scoring was tied to the signals AEs actually cared about, including industry, deal size, and ICP fit.
SEO and AEO strategy was ad-hoc while competitors published more content and won more AI answer-engine citations.
New product launches had no clean way to get form capture live without breaking the existing flow.

The champion wanted a partner who could ship short-term wins on conversion and invest in long-term SEO and AEO without a rip-and-replace of the existing stack.

What Surface built for GovSpend

1) Lead Ops live before the product launch.

Surface deployed the full Lead Ops stack live before GovSpend's scheduled product launch on a 12-day production timeline.

Surface forms deployed on inbound conversion surfaces, running an A/B test against the existing form.
Partial response capture so abandoned form fills are queued separately, and marketing triggers intent-based automated emails on behalf of reps.
Value-based lead routing across AEs and territories based on account revenue tier and existing ICP ownership.
Real-time enrichment wired into Surface via GovSpend's existing data provider.
AI lead scoring tuned to their actual close-rate signals.
Scheduling via GovSpend's existing scheduler, with meetings auto-recorded for later analysis.

All of this was deployed on top of HubSpot and Salesforce as systems of record, with zero rip-and-replace.

2) Launch coverage without breaking HubSpot.

When GovSpend launched a new integration, Surface put a form on the launch page without breaking the existing HubSpot flow, solving the tension between partial capture and launch safety in a single deployment.

3) Content Ops pilot structure.

Content Ops signed as a pilot with structured flexibility. After the pilot period, GovSpend can drop the services line if they choose to take content in-house while keeping the software running.

4) Fast, low-friction integration.

Surface plugged into HubSpot and Salesforce with no rip-and-replace. Onboarding fit inside GovSpend's existing sprint cadence, which was critical because the revenue team could not afford disruption ahead of launch.

Results

A meaningful share of leads was recovered that would otherwise have walked away silent.

GovSpend's demo form is several steps deep, from contact info to revenue to scheduling. The deeper the flow, the more visitors abandon partway through. With Surface partial-response capture layered onto the existing completed-submission flow, GovSpend saw a substantial lift in total leads captured from the same traffic, representing real inbound leads a single-submit form would have lost.

Everything else:

Lead Ops live in 12 days from kickoff, before the launch deadline.
Value-based routing now sends high-revenue leads to the right queue automatically.
Zero disruption to existing HubSpot and Salesforce workflows.
Pilot converted to annual across Lead Ops and Content Ops.
CFO-defensible pricing model, with Content Ops split into software and services and an off-ramp for services once an internal team is ready.