How Dineline Grew MRR 34% After Connecting Six Systems Into One CRM
Dineline's data was spread across HubSpot, ClickUp, Facebook Ads, PandaDoc, Stripe, and more, and the co-founder was the only one holding it together. We connected the systems, rebuilt the reporting, and MRR grew 34% in six months.
"If you don't have the right data, you're essentially just guessing when you're making decisions. Which is never good if you're the one leading the company."
Jace is CEO and co-founder of Dineline, a restaurant marketing agency. When we met, he was the one holding the data problem, and it was costing him more than time.
Where they were
Dineline was growing fast and had the lead flow to prove it. The team worked across HubSpot, ClickUp, Facebook Ads, PandaDoc, Stripe, and a few more tools, and each one held a piece of the picture. None of them talked to each other.
Jace had a technical background and a working knowledge of CRM systems, so the job of making it all fit landed on him. "Prior to working with Dan, I was really taking a lot of that on myself," he said. "I didn't really have somebody that understands data from a technical standpoint."
That's the moment most founders hit. The business outgrew what one person could hold in their head, and there was no system underneath to hand it to.
What it was costing them
Prospects got lost between systems. Deals slipped because nobody could see them slipping. Ad spend was harder to judge when the return was split across tools that didn't reconcile. Growth was slower than the lead volume said it should be.
"As we were scaling, the data was just all over the place," Jace said. "It's hard to know what's the most efficient way to use all of these, and it becomes a problem."
In maturity terms, Dineline had the CRM and the people using it. What it was missing was the connected systems and the reporting that let a leader run the business from the numbers instead of from memory. That's the move from Aligned to Optimized.
What we did
We started with an audit of the systems landscape and the HubSpot account: where the data lived, where it broke, and where the team worked around the tools. From that we built a ranked plan with Dineline's team and worked it top down, highest impact first.
The build connected marketing, sales, customer success, and billing data into HubSpot so the team could run their day from one place. We rebuilt the processes to match the systems instead of fighting them, automated the handoffs that had been manual, and put reporting on top the team could act on. People from each function were pulled in as we went, so the changes matched how they actually worked.
What changed
MRR grew 34% in the six months after the project started, on the leads Dineline already had. The manual copying between tools fell away, and operating costs came down with it.
"Since working with Dan we've been able to cut our costs significantly on the operation side of things," Jace said. "They've been able to make everything more efficient."
The reporting also showed things the team hadn't been able to see before: churn running higher than expected, prospects that weren't worth the chase, and expansion sitting in existing accounts. With one set of numbers, the team had a common language for what was happening in the business.
In Jace's words
"I have a decent background on technical stuff, especially when it comes to CRM systems, but his skill set blows me out of the water in terms of what he understands. He helps me see things where I was like, damn, I didn't even know that I needed that."
Your transformation could look like this.
Every case study on this site started with a single conversation about what wasn't working.