Orbital Software Cuts Sales Cycles by 50%
How a 22-person developer tools company connected sales and product development — and halved the time from first demo to closed deal.
The Challenge
Orbital Software sold a CI/CD platform to mid-market engineering teams. HubSpot managed their sales pipeline while Linear tracked product development and feature requests. When prospects asked about upcoming features or specific capabilities during the sales process, reps had to chase product managers through Slack to get answers.
Deals stalled while sales waited on product roadmap clarity. Feature requests from prospects were logged in HubSpot notes but never made it to the Linear backlog, so product had no signal on what prospects actually needed to close.
- Sales reps couldn't answer feature questions without chasing PMs
- Prospect feature requests never reached the product backlog
- Deals stalled 2-3 weeks waiting for roadmap answers
- No visibility into which features would unlock the most revenue
The Solution
Orbital migrated both sales and product development to Dewx in four weeks, creating a direct link between prospect needs and the product roadmap.
GTM Hub — Sales Pipeline
Deal tracking with linked feature requests, roadmap visibility, and automated prospect follow-up sequences.
CX Hub — Product Development
Feature backlog and sprint tracking connected to sales opportunities with revenue-weighted prioritization.
Portal — Prospect Communication
Unified inbox for demo follow-ups, technical questions, and onboarding with full conversation history.
Dew AI — Sales Intelligence
AI-generated deal summaries, competitive analysis, and feature gap reports for every opportunity.
The Results
50%
Shorter average sales cycle
100%
Prospect feature requests reach product
3x
Faster response to feature questions
2 → 1
Tools consolidated into Dewx
Timeline
Migrated sales pipeline from HubSpot; configured GTM Hub with feature request linking.
Migrated product backlog from Linear; set up CX Hub with revenue-weighted prioritization.
Connected sales and product workflows; built automated roadmap visibility for reps.
Full team onboarding; activated Dew AI for deal summaries and competitive analysis.
Sales cycles cut 50%; product building features that close deals faster.
“Sales and product used to be two ships passing in the night. Now when a prospect asks about a feature, our reps see the roadmap status instantly. Deals close 50% faster because we can answer questions in the meeting, not two weeks later.”
Features That Made the Difference
Deal-Feature Linking
Connect prospect requests to product backlog items.
Revenue-Weighted Backlog
Prioritize features by potential deal revenue impact.
AI Deal Intelligence
Auto-generated summaries and competitive gap analysis.
Roadmap Visibility
Sales reps see feature status without chasing PMs.
Pipeline Forecasting
Predict revenue based on feature delivery timelines.
Cross-Team Alignment
Sales and product share one source of truth.
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