How Connectd uses Hyperline to align Finance and Sales
Connectd rebuilt their quote-to-cash stack with Hyperline. What started as a billing project became the foundation of their entire revenue system, aligning Finance and Sales.
Connectd is a London-based B2B community platform that connects senior professionals through paid memberships, curated communities, and private events. Companies use Connectd to engage decision-makers and build long-term relationships with specific professional audiences. The business runs on a combination of recurring memberships and custom enterprise partnerships, sold through a sales-led model.
Challenge
Connectd’s pricing kept evolving and deals grew more custom, but the tools stayed rigid. Finance managed workarounds while Sales adapted deals to the tools.
Solution
A long-term foundation, built together: direct access to the team, fast iterations, and a product shaped around Connectd’s existing processes. No new workarounds.
Pricing model
Revenue comes from paid memberships and tailored enterprise programs. Each customer can have different packages, durations, pricing conditions, and contractual terms.
Results
Finance now acts as a real business partner instead of blocking deals. Data flows are clean, systems are connected, and teams move faster without losing control.
A sales-led business on self-serve tools
Connectd runs a dual-sided business. Advisors and fractional executives join through a paid membership; startups and scaleups buy seat-based subscriptions, usually with one or two year commitments and terms negotiated deal by deal.
Spyros joined Connectd in 2024 to lead Finance, with a clear mandate: build a stack that could support the next stage of growth. What he inherited was built for a different company. Billing ran through Stripe Billing, payments were split between Stripe and GoCardless, and the sales team was expected to reach nearly 60 reps in 2025.
“We’ve always been sales-led first, but it quickly became clear that our stack was not built for our needs. It worked for self-serve, not for complex sales.”
When Finance becomes the bottleneck
Every custom deal pushed the tools a little further. The product catalog grew past the point where anyone could control what Sales could sell or discount. The quote-to-billing flow crossed several systems, so onboarding a customer meant manual steps, errors, and delays. US expansion added sales tax on top.
“At one point, our Stripe product catalog had more than 500 products. It was impossible for Finance to manage, and even harder to control what sales teams could do, especially around discounts.”
Spyros believes Finance should enable Sales, not block it. The tooling made that impossible: every new request turned Finance into the bad cop, not by choice, but because the stack lacked flexibility.
Two implementations before the right one
In December 2024, the team scoped their needs and benchmarked billing platforms built for sales-led businesses. Two things were non-negotiable: a native integration between billing and Salesforce, and enough contract flexibility to handle multi-year deals, trials, commitments, and flexible payment schedules.
Connectd first chose Cleverbridge, a merchant of record.
“On paper, it checked the boxes. In reality, the implementation told a very different story.”
Key use cases, like commitment extensions and multi-phase contracts, turned out to be hard or impossible to support. Two months into the implementation, Spyros came across Hyperline, which had just released a native integration with Anrok to handle US sales tax.
A foundation Finance and Sales can trust
“With Hyperline, I felt confident enough to say: let’s start a new implementation and build something long-term.”
From day one, the collaboration ran through a shared Slack channel, with fast feedback loops and a product team shipping at high velocity. Instead of adapting Connectd’s processes to the tool, Hyperline adapted the tool to Connectd: complex deals, evolving pricing, and native integrations across CRM, payments, and tax.
It changed the dynamic between the two teams. Finance regained control over the catalog, roles, and the quote-to-cash flow; Sales gained the speed and flexibility to close custom deals without workarounds.
“For the first time, Finance could act as a real business partner. I didn’t have to be the bad cop anymore.”
Today, Hyperline is the foundation of Connectd’s quote-to-cash stack, and the system they plan to scale with.
