Porous Pave has led the permeable paving industry for almost two decades. But behind the scenes, their daily operations told a different story. Customer data, quotes, and complex material calculations all lived in a maze of spreadsheets and folders buried on personal laptops.
Only one person, Connor—the owner’s son—could navigate this system. Sales had stagnated for years, and growth was impossible without a more reliable foundation. At first, the team was skeptical about moving to a CRM. They felt, “We’ve always done it this way.”
But when Zoya Estey asked a simple question -“What happens if your laptop is lost?”-everything shifted. It became clear that adopting HubSpot wasn’t just about efficiency. It was about protecting the future of their business.
Her work was honored with the 2025 HubSpot Product Excellence Impact Award, and here is a brief story about that and how LineNer contributed!
The Real Obstacles
As Zoya dug deeper, the main challenges became impossible to ignore:
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Opaque calculations. Connor’s knowledge lived in formulas that nobody else could fully understand.
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Disconnected data. Customer records and quotes were stored in folders within folders—difficult to find, impossible to back up.
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Slow quoting. Each quote required juggling multiple spreadsheets, manual inputs, and email templates.
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Limited visibility. With no clear view of customers, installers, or referrals, sales and follow-ups lacked consistency.
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No ROI tracking. Trade show leads and sample conversions weren’t measured, leaving blind spots in revenue planning.
The business wasn’t lacking demand. It was trapped by outdated tools.
Zoya’s Solutions - With HubSpot and LineNer
Working with Porous Pave, Zoya built a scalable system in HubSpot Sales Enterprise, tailored to their unique needs. She used a mix of advanced HubSpot features and smart integrations to replace manual processes with automation.
Custom Objects for Real-World Workflows
Instead of forcing their business into a one-size-fits-all CRM model, Zoya designed custom objects that mirrored how Porous Pave actually operates—Jobs, Purchase Orders, Samples, and more. Automated workflows tied them together, ensuring that when a deal closed, fulfillment tasks and material planning kicked off automatically.
Calculated Properties: Connor’s Knowledge, Scaled
All of Connor’s complicated estimation logic was rebuilt inside HubSpot with calculated fields. Variables like product type, thickness, color, and square footage now drive automatic material calculations. What once took hours in Excel now takes minutes inside HubSpot without risking errors or lost knowledge.
Faster Quotes With LineNer and Custom Templates
One of the biggest breakthroughs came from integrating LineNer into the quoting process. Instead of manually copying data from spreadsheets, Zoya implemented dynamic quote templates in HubSpot that pull line items directly from deal properties.
With LineNer, line items are automatically added and formatted based on pre-set rules, eliminating manual entry and inconsistencies. The sales team can now:
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Generate quotes directly inside HubSpot
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Automatically populate line items from deal data
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Store all quotes in one place for easy access
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Use Copilot AI to personalize outreach at scale
This was a game-changer: quoting became fast, professional, and reliable—no more “Quote_Final_v7” files hidden on desktops.
The Results
Within just six months of working with Zoya and adopting HubSpot + LineNer, Porous Pave saw dramatic improvements:
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65% year-to-date sales increase after years of stalled growth
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Major time savings, as quoting tasks that once took hours are now completed in minutes
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Better customer experience, with faster response times and consistent follow-ups
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ROI visibility, finally tracking which samples and trade shows drive real revenue
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Scalable growth, with core processes no longer tied to one person’s knowledge
Perhaps the biggest win? Connor was finally able to take a real vacation without worrying about business continuity.
For Porous Pave, adopting HubSpot wasn’t about chasing the latest too; it was about building a foundation for growth. With Zoya’s expertise, they went from disconnected spreadsheets to a CRM that reflects how they truly work.
And with LineNer as part of their quoting process, the system doesn’t just replace spreadsheets—it actively accelerates sales and removes bottlenecks.
Looking Ahead
Today, Porous Pave has an intuitive, automated, and transparent system. New team members can be onboarded quickly. Sales reps have the tools to focus on relationships instead of manual work. Leadership finally has visibility into performance and ROI.
At our company, we’re proud to highlight this story not only because of the impressive results but also because of the partnership behind it. We deeply value working with Zoya Estey, her ideas, her vision, and her ability to put tools like LineNer to work in ways that drive real impact.
She didn’t just help Porous Pave adopt HubSpot. She helped them unlock growth, future-proof their business, and build a system they can rely on for years to come.
To dive deeper into the full story, read Zoya’s original article on the Zestey Consulting blog.
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