Case Study · Revenue Operations

RevOps Infrastructure

Assiter Auctioneers · Sept 2025 – Feb 2026

Built a closed-loop revenue operations stack from scratch — a structured CRM pipeline that captures and qualifies seller leads, connected to an automated email builder that activates them into campaigns. One integrated system. Zero gaps.

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Overview Architecture Workflow Results Tech Stack Roadmap
Project Metrics
~80%
Email build time reduction
5+
Manual steps eliminated
34
Field intake schema
7
Role-scoped interfaces
Stack
Airtable — CRM + Automations
Google Apps Script — Email builder
Constant Contact — ESP deployment
DialMyCalls — SMS sequencing
Google Workspace SSO — Access control
$772K
Revenue rebound
91%+
Sell-through rate
+49%
Avg sale price / lot
15 min
Campaign build time (from hours)
0
Brand compliance incidents
The Problem

Two systems. Both broken.
Together: a leaking revenue pipeline.

CRM / Intake Before
  • No centralized pipeline — inquiries via web, staff, walk-ins with no unified capture
  • Contact data fragmented across spreadsheets causing duplicate outreach and lost follow-ups
  • No structured approval workflow — decisions lived in conversations, not systems
  • Staff had no standardized handoff between intake, review, and owner decision
Email / Activation Before
  • Manual HTML assembly per campaign type — hours per send, no repeatable framework
  • Completed emails had to be manually transferred into Constant Contact — error-prone at every step
  • No modular architecture — each email rebuilt from scratch, relying on one operator's expertise
  • Brand assets referenced ad hoc — wrong images deployed without a control layer
System Architecture

One integrated system — from
seller inquiry to campaign deployment.

01
Intake
  • Dual-form capture
  • 34-field schema
  • Attribution tracking
02
Qualify
  • Deduplication
  • Role-based review
  • Approval workflow
03
Segment
  • Contact Master
  • Auction interests
  • List categorization
04
Activate
  • Modular builder
  • Auto-fill engine
  • Brand governance
05
Deploy
  • Constant Contact
  • Campaign send
  • Performance signal
↩
Closed loop — contact data, engagement signals, and segmentation updates flow back into the CRM, refining future activation.
Lead-to-Activation Workflow

How a seller becomes a
campaign-activated auction participant.

01
Capture
Seller submits via public form or staff intake. 34-field schema records contact, property, pricing, and lien data. Attribution source logged.
02
Validate
Automation triggers: record ID stamped, SMS eligibility checked, intake status set to Under Review. Deduplication engine keys contact.
03
Review
Role-based interfaces route record to staff → manager → owner. Each stage has scoped views. Approval decision recorded with audit trail.
04
Segment
Approved contact added to CRM Master with type, auction interest tags, and outreach eligibility flags. Ready for activation.
05
Build
Operator selects segments in Email Builder. Auction modules auto-fill from listing URLs. Banner keys enforce brand assets.
06
Deploy
Generated HTML pushed to Constant Contact in one click. Campaign launched to qualified, segmented audience. Loop complete.
Operational Efficiency Gains

Measurable impact across
every dimension of operations.

~80%
Email Build Time Reduction
Hours → 15 min per campaign
5+
Manual Steps Eliminated
Auto-fill, asset lookup, HTML transfer, QA
34
Field Intake Schema Enforced
vs. ad hoc capture across 3+ tools
7
Role-Scoped Interfaces
Zero information overload or spillover
✗
Fragmented contacts across spreadsheets and email
✓
Unified CRM master with deduplication and normalized keys
✗
Verbal/email-based approval decisions with no audit trail
✓
Stage-gated pipeline with role-locked decision interfaces
✗
Brand assets referenced ad hoc per campaign
✓
Key-based registry enforces approved assets — zero violations
Capabilities Demonstrated

Applied RevOps thinking —
not just technical execution.

Revenue Operations Design
Lead pipeline architecture, stage-gated approvals, attribution tracking, contact lifecycle management from first inquiry to campaign activation.
Business Systems Engineering
Custom CRM build, schema design, relational data modeling, role-based access architecture across multiple stakeholder functions.
Workflow Automation
Event-driven triggers, conditional branching, SMS sequencing via DialMyCalls, form submission hooks, deduplication automation.
Data Integrity Engineering
Deduplication engine with normalization pipelines, merge workflows, segmentation modeling — E164 phone normalization, email keying.
Product Thinking
Graceful degradation, progressive disclosure, inline validation, operator-centric UX design — built for non-technical daily users.
Scalability Architecture
Module isolation, decoupled contact layer, automation-ready wiring, ESP-agnostic output portable to Mailchimp, HubSpot, or Klaviyo.
Technology Stack

Two platforms. One data contract.
Zero integration overhead.

Data Layer
  • Airtable — Seller Inquiry CRM + CRM Contacts Master
  • Relational data model: Leads, Intake, Contacts, Follow-Up Notes
  • Deduplication keys, segmentation flags, attribution fields
Automation Layer
  • Airtable Automations (5) — event-driven triggers + conditional logic
  • Google Apps Script — module validation, auto-fill engine, HTML generation
  • DialMyCalls — SMS outreach integration (staged for activation)
Output Layer
  • Constant Contact — ESP deployment via custom HTML editor
  • Email-safe HTML output (DOCTYPE, inline styles, Outlook/Gmail compatible)
  • ESP-agnostic output — portable to Mailchimp, HubSpot, Klaviyo with zero reformatting
Access & Governance
  • Google Workspace SSO — zero separate authentication system
  • Role-based Airtable interfaces — scoped access per stakeholder function
  • Key-based asset registry — brand governance without CMS overhead
Roadmap & Expansion

The system is operational. These
initiatives extend its value.

Phase 1
Immediate Activations
  • Enable SMS Automation → DialMyCalls post-form-submit outreach sequencing
  • Activate UTM auto-append on all CTA links at email generation time
  • Add template save/load to Email Builder for frequent campaign configurations
Phase 2
Data Integration
  • CRM-connected auto-fill → pull auction metadata from internal inventory database
  • Dynamic asset registry → manage Banner Keys via Google Sheets vs. hardcoded config
  • Send history log → record email metadata for campaign analytics
Phase 3
Platform Maturation
  • Build pipeline velocity / attribution reporting dashboard in Airtable Interfaces
  • API-first output → expose email generation as endpoint for CRM-triggered automation
  • Multi-brand support → brand-specific module palettes and asset registries per account
Try It Live

See the Email Builder
in action.

The demo is fully functional — add modules, paste a listing URL to auto-fill title and image, drag to reorder, generate production-ready HTML, and copy it straight into any email platform.

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Built by Ethan Hernandez · [email protected] · Amarillo, TX
© 2025 Ethan Hernandez · RevOps Infrastructure · Assiter Auctioneers
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