The problem

At the same time, sellers were juggling fourteen different tools. Notes, CRM updates, and tasks were scattered across spreadsheets, docs, and communication platforms. Forecasting was unreliable, data quality suffered, and leadership had limited visibility into where deals were getting stuck.

“Our biggest challenges were poor data quality, inconsistent processes, and low adoption of our sales methodology. Expectations weren’t clear, we had too many tools that didn’t talk to each other, and leadership couldn’t see what was really happening in the pipeline.”

‍Manny Foster, Director GTM Enablement

Managers and enablement leads spent valuable time chasing down deal information and reminding reps to update Salesforce. Sellers were frustrated by time-consuming admin work and an unclear sense of what “good” looked like at each stage of the sales process.

“The sales process was built around how we sold as an organization, but not around how the buyer made decisions day to day.”

‍Samantha DeRosa, GTM Operations & Systems, Sr. Manager

The solution

The RevOps team brought together leaders from Sales, Success, Partnerships, and Enablement to redesign the entire customer-journey framework. The goal: a consistent, buyer-focused process supported by automation and clarity.

The RevOps team replaced internal stage labels like Demoing and Discovery with buyer-aligned stages such as Problem Definition and Solution Validation. Each stage included clear entry and exit criteria tied to observable buyer behaviors. This shift gave sellers a concrete sense of what good execution looked like, not just for reporting, but for true buyer alignment.

Through listening sessions, RevOps learned that sellers were overwhelmed by their tech stack and spending too much time toggling between tools. When asked which tools they couldn’t work without, sellers consistently pointed to Scratchpad.

“Reps told us Scratchpad was one of the few tools they refused to give up. Once we saw the new AI and Gong integration, the decision was easy. Scratchpad fit naturally into how our team already worked and aligned perfectly with our customer journey and MEDDIC rollout while automating CRM hygiene and improving data quality.”

‍Samantha DeRosa, GTM Operations & Systems, Sr. Manager

Recognizing this, the team doubled down, designing a new operating rhythm around Scratchpad so sellers could work fast, stay in the flow of work, and keep deals moving without juggling multiple tools. Scratchpad became the single workspace where sellers:

• Update Salesforce fields
• Take structured notes tied to opportunities
• Create missing contacts and opportunity contact roles
• Log activities automatically
• Manage deal tasks and next steps

By standardizing seller workflows in Scratchpad, Fundraise Up eliminated nearly half of the fourteen tools their team relied on and simplified the entire sales process.

Automating admin tasks for sellers with AI

Fundraise Up implemented AI CRM Updates to automatically capture and update MEDDIC fields from calls, ensuring accuracy and cleaner Salesforce hygiene. Sellers review and approve AI suggested updates before they’re saved to Salesforce, maintaining control and trust.

They also introduced Ask AI, which serves as the seller’s pre- and post-call deal agent and helps managers with coaching and deal reviews. Instead of digging through old notes and Salesforce records, sellers and managers get:

• Role-specific pre-call briefs
• Summaries of past interactions
• Key MEDDIC gaps and quick resolution
• Recommended next steps based on actual conversations
• Sharper executive summaries for deal reviews
• Post call coaching

To reinforce adoption, the RevOps team created AI champions within their sales team and worked closely with the Scratchpad Customer Success Team to tailor prompts and validation rules aligned with the Fundraise Up’s MEDDIC rollout.

“We didn’t roll out MEDDIC in a silo. Our Scratchpad CSM joined our internal trainings to understand how we collect data and helped us configure prompts and seller workflows that fit our process.”

‍Manny Foster, Director GTM Enablement

What Scratchpad powers for Fundraise Up

• AI CRM updates: Automates MEDDIC, next steps, and any other fields in Salesforce for perfect CRM hygiene while keeping reps in control
• Ask AI deal agent: Generates pre-call briefs, post-call summaries, and next steps from context
• Sales workspace and modern UI for Salesforce: Central workspace where sellers manage notes, pipeline updates, and deal tasks
• Custom prompts: RevOps customizes prompts and logic to match Fundraise Up’s process

Results

• ~70% MEDDIC field completion (up from under 10%)
• Daily adoption of the sales process through Scratchpad
• Trusted, accurate Salesforce data used by reps, managers, and leadership
• Managers coach strategy instead of chasing CRM updates
• Eliminated redundant tools and streamlined the GTM stack
• Real-time visibility into deal quality and pipeline movement

Reps now spend less time on admin and more on discovery, deal movement, and strategy. Leadership trusts the data they see, and RevOps has real-time visibility into process adherence and deal quality.

“Managers now talk strategy instead of chasing data. Sellers move faster because they trust what’s in Salesforce. Scratchpad became our single workspace for execution. Sellers trust it, leadership relies on it, and it’s made our new process real.”

‍Manny Foster, Director GTM Enablement

Advice for other sales teams

• Start with education and clear alignment on goals before introducing AI.
• Treat AI adoption as change management, not a tech rollout.
• Give sellers control and visibility into what AI produces to build trust.
• Start small — one high-impact use case — then expand with feedback.

“Start with the problem, not the promise of AI. Our goal wasn’t to add AI. It was to remove admin work and improve CRM hygiene. Scratchpad was just the right way to do it.”

‍Manny Foster, Director GTM Enablement