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Turning a strong partner network into a connected revenue engine

Roto DST generated demand across markets, but once leads reached the partner network, visibility and control dropped. Manual handovers and limited ROI insight made optimisation difficult. Discover how Siloy DACH connected marketing, sales and partners in one measurable system, increasing lead-driven revenue by 50%.
+50%

lead-generated revenue (year two)

5

countries supported

1

central system for marketing, sales and partner enablement

About the company

Roto Dachsystemtechnologie (Roto DST) supports a network of roofing professionals across multiple markets. The organisation works through a multi-step go-to-market model in which demand is created through marketing and routed to qualified partners, who complete the final customer delivery and installation.

To strengthen growth through this partner ecosystem, the operating model depends on two fundamentals: a reliable flow of qualified end-customer demand and a partner experience that makes collaboration with Roto DST the obvious choice.

The challenge

Roto DST had already invested in a partner portal, but key capabilities were missing to make the funnel scalable and measurable.

Three bottlenecks stood out:

  • Lead handover to partners was not automated. End-customer requests couldn't be distributed systematically to the right roofing businesses, creating friction and risking partner loyalty. Especially when alternative programs offered a smoother experience.

  • The portal lacked self-service and automation. Partners couldn't define their preferred service area, and lead allocation depended on manual coordination by internal teams. This increased workload, slowed response times, and reduced partner satisfaction.

  • Marketing ROI could not be measured end to end. Products were sold through trade channels, but there was little visibility into which end customers converted and which initiatives actually influenced revenue. Without a connection between campaigns and outcomes, optimisation and scaling decisions were largely guesswork.

Today, we can measure and optimise the entire process, from the ad impression to the installed window. This enables something that was previously hardly imaginable in a three-tier sales model: an end-to-end understanding of advertising impact all the way through to ROI. Our customers now experience the value of working with Roto DST more clearly than ever, which strengthens loyalty and our partners’ position in the market.

fabian-benkert.256x256 Fabian BenkertGlobal Head of Marketing, Roto DST

Our approach

We framed the work as a partner growth and funnel transparency initiative, not a portal upgrade. The priority was to create one connected system that links demand generation, partner enablement, and closed-loop measurement.

With that as our starting point, we defined a clear operating model based on three principles:

  • Make lead distribution reliable and automated, so partners receive relevant opportunities fast
  • Give partners control and transparency through self-service, reducing internal coordination
  • Create an end-to-end data model that connects marketing activity to partner outcomes and ROI

This ensured that our improvements wouldn't only be visible in the portal experience, but also measurable across the full commercial lifecycle.

The solution

We built a HubSpot-based lead distribution portal that strengthened the existing partner ecosystem and improved the overall experience for both customers and partners.

Service Hub became the backbone for lead management, enabling centralised lead capture, pre-qualification, and structured handover.

Marketing Hub supported automated partner communication, while CRM connectivity ensured that every interaction could be tracked without fragmented tools.

In the new portal, Roto DST's partners can:

  • Register and manage their preferred region and radius

  • View available leads and act on them immediately

  • Create and manage deals independently

  • Provide structured feedback that improves lead quality over time

Beyond these self-service upgrades, we've set up automation workflows that reduce friction throughout the process. Deal stages update automatically based on partner actions and the structured data input helps identify knowledge gaps. This continuously improves the quality of reporting and performance insights.

The result

With HubSpot at the core, Siloy DACH created a measurable partner funnel, from first campaign touch to installed roof window. For the first time, Roto DST were able to track channels, campaigns, lead quality, and partner outcomes in a single system, enabling faster learning and better decisions.

Operationally, the automated handover removed manual distribution work and reduced error risk. Partners gained a faster and more transparent experience, driving higher adoption and positive feedback. As a result, automated lead allocation has become one of the most valued features of the “Roto ProfiLiga” partner programme.

Commercially, the improved transparency and continuous optimisation delivered measurable impact. In the second year after going live with HubSpot, Roto DST saw a 50% increase in revenue generated through end-customer leads at partner level.

Key results

  • +50% lead-driven revenue Revenue generated through end-customer leads at partner level grew by 50% in year two after go-live.
  • 1 central system for the entire funnel Marketing, lead management, and partner handover run in HubSpot, creating one shared source of truth.
  • Improved partner experience through self-service Roofing partners can set their region, claim leads, manage deals, and give feedback without manual coordination.
  • End-to-end ROI visibility from campaign to installation Roto DST can measure and optimise performance across the whole journey, connecting marketing initiatives to outcomes and ROI.

Turn your relationships into results

Results like these don't happen by chance. They come from understanding your business, aligning around shared goals, and executing with precision. Ready to turn your customer relationships into results?

Adriano Tagliarina

CEO TRIALTA & Regional Director Siloy DACH

Email me

Katrin Gartenschläger

Account Executive

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