Victoria Simmons, CEO, Sock Fancy
Sock Fancy has been using HubSpot for more than a decade. Today, its four-person sales team serves around 1,000–1,500 customers a year, creating custom socks and branded merchandise for businesses ranging from small companies to Fortune 100s.
Since Victoria Simmons took over as CEO, the company has focused heavily on simplifying its operations. That has helped Sock Fancy continue growing around 15–20% year on year without adding unnecessary overhead.
Invoicing, however, became a problem.
When invoicing became a bottleneck
Sock Fancy previously relied on HubSpot’s legacy QuickBooks integration to create invoices from its deals.
When that functionality was retired, the alternative was to use HubSpot invoicing. But Sock Fancy’s orders are highly customised, and its sales reps need to be able to make changes to invoices before and after they are sent.
For Victoria, the goal was simple:
“I wanted to make it as easy as possible for my team to just do their jobs"
Without that control in HubSpot, routine invoice changes came back to her.
In the past, my team would Slack me to change a shipping address. I’d have to go into QuickBooks, make the change and resend the invoice
As Sock Fancy grew, that was exactly the kind of dependency Victoria wanted to avoid.
“Otherwise, it would be me or a VA on the back end fixing everything in QuickBooks”
Giving reps control of the invoice
Invoice Stack lets Sock Fancy’s sales reps create QuickBooks invoices directly from their HubSpot deals.
Because the company sells custom products, simply automating invoice creation is not enough. Reps also need control.
They can update shipping addresses, amend invoice details, add the appropriate sales tax and resend invoices themselves without leaving the sales process or asking someone else to make the change in QuickBooks.
That last capability is particularly valuable when a rep is actively trying to close a deal.
“If they think they can close a deal today, they can resend the invoice and get it back to the top of the customer’s inbox."
Now they do.
Now they can do their jobs so much better and be better salespeople, because they can stay on top of their deals.
Scaling sales without scaling the back office
Sock Fancy now has four sales reps managing the invoicing process themselves in HubSpot.
QuickBooks remains the accounting system, but it no longer needs to be part of the sales team’s day-to-day workflow.
Victoria spot-checks things when necessary, while the company’s bookkeeper primarily reconciles the accounts at the end of each month.
The business has really become a machine. We just don’t have the need for a bigger back-office function.
That lean operating model matters as Sock Fancy grows.
The company is currently growing around 15–20% year on year, while avoiding the need to add a separate administrative layer simply to manage invoices.
Instead, the people closest to the customer have the tools to manage the process themselves.