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UNBOUND 26Top 5 finalist, Battle of the Builders

Case study · Worldwide Logistics

Same team. Three times the reach.

We built Worldwide Logistics an 8 AM briefing in HubSpot. It reads every customer conversation overnight, so 153 people start the day knowing who needs them first.

Worldwide LogisticsFreight for some of the biggest brands in the country.
Built in their first 11 months on HubSpot.
Illustration: a project manager at her desk facing a mountain of customer and carrier emails, with one starred customer account pulled out of the pile.
Des Moines, Iowa8:00 AM
153people briefed every morning
12,000+briefings delivered in the first 10 weeks
⅓ fastermedian reply to customers, 9.3 → 6.3 minutes
< $1a day in AI costs, across every account
HubSpot UNBOUND 26

Battle OF
THE
Builders

$100KON THE LINE

HubSpot's Battle of the Builders brought five finalist teams to the stage at UNBOUND 2026 to show, live, what they had built on HubSpot. We were honored to be selected as one of the five.

Sawyer McGuire, our Director of Growth Operations, took the Innovation Stage and walked the room through a single morning at Worldwide Logistics. The rest of this page tells the same story.

Date
Thu, Sept 17, 2026
Stage
Innovation Stage
Presenter
Sawyer McGuire
Sawyer McGuire walking onto the UNBOUND stage as the audience applauds, his name on the big screen.
Live at UNBOUND, Sept 17, 2026
UNBOUND speaker card for Sawyer McGuire, Director of Growth Operations, RevOps Shop.
Sawyer McGuire, Director of Growth Operations
8:00 AM · Des Moines, Iowa

This is Tara. Six customers. About 300 shipments in motion today.

One of those shipments needs her first. Finding it is the hard part.

Customer service at Worldwide Logistics happens in email. Every logistics project manager (LPM) handles customers and carriers from one inbox, and a customer and a carrier look the same in a preview pane.

Roughly 40 threads per person get logged to HubSpot every night, and the raw inbox is bigger still. A follow-up disappears inside a thread. Response times drift. And the first time leadership hears about a problem is often when the customer calls.

People serving customers
200
On HubSpot since
October 2025
Tara and Nick are representative. Every number on this page is real.
Illustration: a small figure walking up a hill toward the Worldwide Logistics office as the sun rises.
Hundreds of customer and carrier conversations a day, in one inbox. The important ones get buried.

The real constraint

Worldwide Logistics wants to serve 3× the customers.

Under the old model, that meant roughly three times the people. All of them recruited, trained, and seated in Des Moines, mostly to read through inboxes.

Growth was about to be limited by hiring, not by demand. So the question we took on was how the same team could carry three times the customers.

Tara doesn't have an information problem. She has a “what first?” problem.

6customers
300shipments
1inbox, customers and carriers mixed
1question that matters

Everything she needs is already in the inbox. What she doesn't have at 8 AM is a ranking. Nobody can read everything, sort customers from carriers, and still serve customers all day. So that's what we built around.

Illustration: a figure looks up at a row of account cards. One card, the Green and Yellow Tractor Company, is lifted above the rest. Caption: What deserves attention first?

What we built

An 8 AM briefing, built on HubSpot.

Every account with customer email yesterday gets reviewed before 8 AM. Only what needs a human reaches one.

Illustration: a megaphone pulling in a swarm of emails.

1.Collect

Every customer conversation on every account, gathered overnight.

Illustration: a friendly robot sorting emails into a Signal box and a Noise box.

2.Classify

Each account rated High, Medium, Low, or None against a fixed set of rules, decided once.

Illustration: a high-priority account card rises from a stack while a figure with a briefcase says Let's go!

3.Brief and hand off

Two role-specific briefings, sent to whoever can act.

Live since July 6, 20262 workflows6 custom-coded actions2 role-specific briefings

How it works

It all runs before anyone logs in.

  1. HubSpot gathers each person's accounts
  2. AI rates and writes up every account
  3. Leadership's briefing builds itself
  4. Nick knows where to focus
  5. Tara is asking Breeze the follow-up
Step one · No AI yet

HubSpot builds the context.

  • Who is this person, and what's their role?
  • Which customers are theirs?
  • What happened on those accounts in the last 24 hours?
Step two · Two AI agents

AI decides what matters.

  • Rates every account High, Medium, Low, or None
  • Explains what happened and what to do next
  • Hands the top items to leadership through HubSpot
HighBlocked or at riskMediumNeeds follow-upLowRoutineNoneNoise

AI recommends. A human decides. No customer is ever contacted by AI.

Want an agent built around how your team works?We'll map where it fits in your HubSpot.

Let's talk about yours →

What lands in the inbox

One briefing. The suggested action is the whole point.

Nick used to be copied on everything.

Now he gets one briefing. This morning it flagged seven accounts, each with a suggested action showing where he can help, before anything becomes an escalation.

Delivered 7:58 AM CT

Nick: Leadership Daily Digest, 2026-09-17

Early-morning ops watch: several open shipment exceptions need follow-up, with urgency on same-day pickup, ETA, and recovery coordination.

The Green and Yellow Tractor Company

LPM: Tara

  • Summary: Active same-day planning is underway across multiple tractor shipments. The most urgent item is a sprinter van pickup being coordinated to support an outbound load. Weekly truck planning was also updated with added stops.
Suggested action: Monitor today's pickup coordination and confirm the stop changes are locked in, especially if late additions still need coverage.

Recreated from the live briefings. Names are representative.

The results

Customers hear back a third faster. Leadership hears about problems first.

Urgency used to be set by whoever complained first. Now trouble gets spotted before the customer escalates.

Median reply to a customer

9.3→6.3business minutes, against a 15-minute target

Two-thirds of customer accounts now hear back within 15 business minutes on a typical day.

The team can now see their own reply times too, so the briefing isn't the only reason.

153people briefed every morning
12,000+briefings in the first 10 weeks
5–15high-priority accounts a day reach a director before the customer escalates
< $1a day in AI costs
Briefings run per month
$10K–$100Kof freight at risk each day, depending on the loads involved in the flagged accounts
Hundredsof chances to act earlier in the first 10 weeks
0requests to be taken off the briefing in 10 weeks

Before

  1. Customer complains
  2. Team investigates
  3. Leadership reacts

Now

  1. Signal in HubSpot
  2. Priority Agent
  3. HubSpot delivers
  4. A human acts first
Illustration: on the left, a person buried under boxes of email. An arrow labeled Reactive to Proactive points to the right, where the same person relaxes with coffee while a robot hands over a short list of three accounts.

From reactive to proactive.

Where is your team losing hours to the inbox?Let's look at where agents could give that time back.

Book a call →

From a system of record to a system of action.

How our point of contact at Worldwide Logistics describes the change

Adoption

In 10 weeks, nobody has asked to be taken off the briefing.

We previewed it live with the LPMs before launch. The first worry was Big Brother. Then they saw a short list replacing a flood of email, and the question became what else they'd get.

From the UNBOUND Q&A

How did you decide where the human comes in?

We watched what each LPM actually does all day. AI does the reading and ranking. The LPM still owns the customer.

The build

Everything you just saw runs on HubSpot.

No extra tools and no separate app. The briefing lives where the team already works.

Smart CRM

Every email, call, and RFP, plus Worldwide Logistics' account and team hierarchy.

Workflows

Two of them, at 5:00 and 5:30 AM, running per person and per role.

Custom-coded actions

Six: context, triage, and two AI judgment calls.

User properties

The handoff. The LPM agent writes, and the leadership briefing reads.

Custom object + dashboard

Every customer reply timed against a 15-minute target.

Breeze Assistant

On-demand answers for every LPM, with the full context already in HubSpot.

Worldwide Logistics runsSales Hub EnterpriseService Hub EnterpriseMarketing Hub ProfessionalData Hub Professional
Worldwide Logistics

Best implementer I have ever worked with.

Lee Buehrer, Delivery Lead, Worldwide Logistics

Same team.
Three times the reach.

What we built creates capacity inside the team Worldwide Logistics already has, in their first year on HubSpot.

Tara still owns the customer. She still makes the call. And Worldwide Logistics' next hires can go toward growth.

Illustration: a high-priority account card rises from a stack while a figure says Let's go!

FAQ

Questions about AI agents in HubSpot

Straight answers from the team that builds them.

How do you build an AI morning briefing in HubSpot?

Build the context in HubSpot first, then let AI judge it. A reliable setup has four steps:

  1. A scheduled workflow enrolls each user every morning.
  2. Custom-coded actions find the user's role, their accounts, and the last 24 hours of emails, calls, and other activity.
  3. An AI step rates each account against fixed rules and writes a short summary with a suggested next action.
  4. HubSpot emails the briefing before the workday starts.

RevOps Shop built this for a 200-person logistics team. It briefs 153 people every morning.

Can HubSpot workflows run AI agents?

Yes. HubSpot workflows can run AI in two ways: custom-coded actions that call an AI model directly, or HubSpot's own Data Agent, which offers a custom-prompt workflow action. Custom-coded actions give you more control over cost and output format.

The pattern that works best is to let the workflow gather and filter the data, and use AI only for the judgment step.

How can AI prioritize customer emails in HubSpot?

Give the AI fixed rules and a short list of allowed answers instead of an open-ended prompt. A four-level rubric works well:

  • High: something is blocked, escalated, or at risk, like a missed pickup, a service failure, or a billing dispute.
  • Medium: needs follow-up.
  • Low: routine.
  • None: noise.

Rate each account's last 24 hours rather than each email, require structured output, and save high-priority items in HubSpot so managers see the same list.

How much does it cost to run AI agents inside HubSpot?

It can cost very little when HubSpot does the heavy lifting first. If workflows filter the data before the AI step, the model only reads what it needs. A RevOps Shop build that reviews every active customer account overnight for 153 people runs for under $1 a day in AI costs.

Costs grow with volume, model choice, and how much text each AI call sends.

What HubSpot products do you need to build an AI briefing for your sales or service team?

The core pieces are workflows with custom-coded actions, which come with Data Hub Professional, and Sales Hub or Service Hub so emails and calls are logged to your CRM records.

Useful additions include user properties to store each person's flagged items, a custom object and dashboard to track reply times, and Breeze Assistant so people can ask follow-up questions about any account.

How do logistics and freight companies use HubSpot for customer service?

In freight and logistics, customer service often runs through email, with customers and carriers mixed in the same inbox. HubSpot logs those conversations to each customer account, so teams can see account history, track reply times, and spot customers who have gone quiet.

Adding an AI briefing that ranks accounts each morning surfaces problems like missed pickups before the customer calls. After one RevOps Shop launch, median reply time fell from 9.3 to 6.3 business minutes.

Your turn

Got a “what first?” problem of your own?

Book a call and tell us what's getting buried. We'll talk through where HubSpot and a few well-placed agents could give your team its mornings back.

Book a call with RevOps Shop →

30 minutes with the team that built this. No slides required.