From fragmented prospecting to a measurable commercial engine

How Structify gave SumUp’s commercial team actionable insights at scale—eliminating the analyst bottleneck, replacing fragmented tooling, and turning raw data into decisions anyone in the org can act on

Structify is the pathway to actionable insights at scale. My sales managers are able to see results in a way they’ve never been able to see them before, and they’re adopting it without being pushed to

For most revenue teams, getting an answer to a business question follows the same painful path: submit a request to an analyst, wait for a data pull, align on conclusions—and by the time an insight surfaces, the moment to act has passed. Meanwhile, the same Tableau dashboards that were built three years ago still sit untouched, too rigid to answer the questions that actually matter today.

That bottleneck—not a lack of data, but a lack of access to it—was exactly what SumUp’s commercial team was running into. A global payments leader processing transactions for 1.2 billion unique people annually, SumUp had no trouble getting the data. What it didn’t have was a way to turn that data into actionable insights without routing every question through an analyst, a data scientist, or an admin who was already stretched thin.

Structify gave SumUp’s marketing and revenue operations teams a direct path from raw data to actionable insights, all without needing anyone else in the middle.

RESULTS AT A GLANCE

• 0160% Owner enrichment rate, up from 40% with prior tools
• 0275% Reduction in reporting time for RevOps team
• 031,500+ Qualified competitor leads delivered for conquest targeting

BEFORE STRUCTIFY

SumUp’s US sales team was building its outbound engine across a patchwork of tools and manual processes. The pain points were clear and compounding.

We had too many manual, fragmented ways of finding and evaluating leads. Structify helped us move toward a more scalable, structured workflow.

Lead Sourcing and Enrichment Were Fragmented

The team used Apify to scrape Google Maps for SMB location data, then Clay to enrich owner names and emails. The process was clunky and time-consuming. Clay returned owner names on roughly 40% of records. Phone numbers were particularly hard to acquire, and owner contact, critical for gatekeeper bypass in field sales, was often missing entirely. Every dataset required manual stitching before it could be used.

Competitive Intelligence Was Manual and Stale

Sales reps manually checked competitor websites for Clover, Square, and Toast pricing. Findings were stored in static Notion battlecards that went stale quickly. Square’s pricing changed, for example, making month-old cards unreliable. There was no systematic way to identify which businesses used which POS system.

Systems Were Disconnected

SumUp’s core systems (Snowflake, Salesforce, Tableau, and Looker) weren’t tightly integrated for sales workflows. Lead delivery relied on CSV uploads. Marketing analytics through Looker and Funnel had frequent breakdowns. Analytics requests bottlenecked through a small team already facing a significant dashboard backlog.

WITH STRUCTIFY

Higher-Quality Enrichment from Better Data Sources

Structify pulled from government data (state business registries, tobacco-licensing databases) to achieve a 60% owner enrichment rate, compared to 40% from the prior Clay-based workflow. The platform delivered comprehensive business profiles including website details, POS system identification, location count, online ordering capabilities, and owner contact information, which meant the leads were qualified before delivering directly into Salesforce.

Automated Competitive Intelligence

Structify set up a custom SpyFu API connector to systematically identify Clover users through their online ordering URL structure, surfacing 10,000+ potential conquest leads. The platform also detected Square, Toast, BentoBox, and Clover installations from website analysis, replacing the manual website-checking process with automated competitor footprint discovery.

Direct CRM Delivery and Lead Tracking

Structify delivered leads directly into Salesforce with source-attribution tagging, eliminating the manual CSV upload process. Slack notifications pinged the team when new leads were ready. For the first time, SumUp could track lead performance by source systematically, closing the feedback loop that had made field sales a black box.

Field Sales Territory Planning

Structify enriched lead records with business hours data, enabling the Boulder revenue operations team to plot territory routes for 20+ reps based on when businesses were actually open. Tagging and deduplication endpoints standardized data formatting across sources.

Ad Hoc Reporting and Analytics

One of the highest-impact changes for SumUp’s RevOps team was the dramatic reduction in time spent on reporting. Dashboards that previously required hours of manual work across multiple disconnected systems can now be generated in a few prompts. Brian Calvey, RevOps, reported that Structify cut his reporting time to roughly 25% of what it was before—a 75% reduction. The shift from reactive, time-intensive analytics to on-demand reporting freed the team to focus on higher-value analysis instead of data wrangling.

IMPACT

The Workflow Transformation

Before Structify, SumUp’s prospecting workflow ran through Apify, Clay, manual stitching, CSV uploads, and manual tracking, with no visibility into what worked. After Structify, the workflow moved to integrated sourcing, enrichment, direct Salesforce delivery, and automated tracking. The operational distance between identifying a prospect and measuring the outcome shrank significantly.

From Black Box to Measurable

SumUp’s GTM operation moved from a system where leads disappeared into unmeasured processes to one with source-tagged CRM delivery, trackable outcomes, and on-demand reporting. Leadership gained the visibility needed to evaluate lead sources and build confidence in scaling the team.

Cross-Team Adoption as a Signal

The expansion from lead gen into marketing analytics, recruiting sourcing, and dashboarding reflects internal momentum. Multiple users, from growth marketing to revenue operations to senior analytics leadership, become active users or are planning integration, suggesting the platform is solving real problems beyond its initial scope.

I love the tool. Honestly, I can't think of another tool that's had a greater impact on my day to day in my time in this role.

The space Structify is in seems ripe for absolute complete disruption