Avertro

About Avertro

Headquartered in Sydney, Australia, Avertro is the creator of CyberHQ®, a Resilience Command Platform that transforms cybersecurity from a fragmented technical function into a strategic business advantage.

CyberHQ® acts as the foundation of Informed Cyber GRC by translating raw technical and risk data into high-level, decision-grade business intelligence. By quantifying cyber risk in financial terms, the platform provides the visibility needed to guide smart decision-making. With executive-ready reporting that board members can measure and trust, CyberHQ® ensures every technical effort translates directly into business value, giving leaders the power to demonstrate ROI, prove defensible resilience, and optimise their security-per-dollar with confidence.

As Avertro scales into new markets and grows its customer base, it is imperative that its commercial operating model scales with it.

The challenge

Avertro’s usage of HubSpot had developed unsystematically as the business was building, leading it to become a platform teams were working around instead of with.

Forecasting was dependent on memory, while Finance was reconciling deals against Xero manually. Renewals arrived without warning, and Partner channel revenue could not be cleanly attributed.

Avertro’s leadership needed to leverage the full potential of HubSpot. This meant it had to become the operational infrastructure their growth ambitions depended on, and without a proportional rise in operations overhead.

Why Fly

Avertro chose Fly for senior advisory depth as well as implementation capability. The brief called for a redesign of the operating model, with reconfiguration of the platform secondary to that.

Consultancy ran throughout the engagement as Fly examined how Avertro’s commercial functions actually worked, identified the friction in the existing approach, and only then translated those decisions into platform configuration within Hubspot.

Fly’s core philosophy was maintained throughout; like all business tooling, the technology ecosystem only delivers optimum ROI when the architecture beneath it is sound.

The solution

Fly redesigned Avertro’s HubSpot environment end-to-end, covering discovery and audit, a strategic plan, build, enablement, and a post-launch Customer Success workstream.

The architecture put the full depth and capability of the HubSpot ecosystem to work:

• Deal pipelines were fully rebuilt with lead scoring and lifecycle stages, along with stage-based field requirements within Sales Hub to enforce data quality without slowing reps.
  
• Programmable workflows were created for billing readiness, Sales-to-Finance handoffs and periodic renewal countdown alerts. Native Xero sync gives leadership live commercial visibility while keeping invoicing within the preferred platform.
  
• Ticket pipelines, knowledge base and customer portal were built in Service Hub to replace fragmented support tooling and manual customer health tracking.
  
• In Marketing Hub, forms, smart lists and a dashboard suite aligned to a refined ICP and segmented vertical strategy.
  
• Custom Objects & Associations were used for improvement to partner records modelled as a distinct object class with their own attribution, deal registration logic and channel reporting.
  
• Engineering was able to leverage the Custom Events API for product telemetry, feeding customer health scoring and customer service workflows. 

HubSpot’s depth across these capabilities meant the architecture was built natively in one platform, without sprawling third party solutions. This reduced risk and created improved ROI on the Hubspot investment through wider and deeper usage of existing licenses.

The results

• Discovery, design, build, validation, go-live and enablement on a fully rebuilt revenue architecture.
• Automated classification across the customer base, replacing weekly manual list maintenance.
• Deprecated pipeline of 385 deals retired and its records cleaned, restoring trust in pipeline-level reporting.
• Closed-won deals gated behind billing-readiness checks. The follow-up loop that previously cost Finance hours per deal is gone 
• Renewal blind spots removed. 90, 60 and 30-day automated alerts mean renewals are tracked as planned revenue rather than surfacing as quarterly surprises.

In their words

“Fly didn’t just build a system; they optimized our go-to-market execution. By redefining our revenue and customer success processes upfront, they ensured our new HubSpot architecture matched our strategic goals. Their recommendations have brought immediate clarity to Sales, Finance, and Customer Success. We are now equipped to scale with confidence.”