Hudl Case Study

Hudl is a leading software company that is changing the way coaches and athletes train. Its online offerings include video distribution, play diagrams, individual analysis, and more. Over 6 million users, from over 160,000 global teams, use Hudl to elevate their performance with video and analytics.

When Hudl started moving upmarket with an enterprise model focused on upselling schools to its “athletic director” package, it faced some operational inefficiencies. For example, every time a customer wanted to upgrade an account, Hudl had to manually find and cancel multiple subscriptions just to make this update. This resulted in Hudl’s engineering team having to focus on building internal systems with custom code — instead of spending their valuable time working on developing new features for their core product.

This drain on technical resources, combined with explosive growth from multiple acquisitions, led Hudl to the conclusion that it needed a platform that would help it automate to reduce manual processes.

Enter Zuora.

Zuora gives Hudl the ability to update large amounts of account information, including payment gateways and invoice templates; cancel multiple subscriptions post-customer upgrade; and cancel overdue subscriptions. Using Zuora Central Platform, Hudl is now equipped to handle complex contracts and billing in multiple currencies.

With over 200K subscriptions that require updates and tons of data manipulation and migrations, Hudl uses Zuora’s Developer Tools to make mass updates and distribute responsibilities.

Implementing Zuora Central Platform’s Workflow also helped Hudl’s developers to focus more on developing new features than on expanding and maintaining internal systems. Workflow is a Zuora Central Platform capability that allows customers to design, configure, and deploy workflows all in a user-friendly, drag-and-drop builder. Workflows improve efficiency and reduce errors by automating a series of complex tasks that otherwise need to be performed manually and repetitively. With Workflow, customers can automate day-to-day operations and trigger customer communications, provisioning, and data integrations all without custom code.

Workflow enables Hudl to automate the time-consuming and labor-intensive process of making changes to customer accounts — as well as a dozen other use cases that had previously been managed manually prior to Zuora implementation and had depended on custom code.

According to Devin Schroeder, Revenue Operations Analyst at Hudl, automation has saved Hudl’s IT, billing, and engineering teams over 100 hours per month that would have been dedicated to building custom code.

And automating is easy with Workflow. Adds Schroeder, “I taught myself how to use Workflow, and now I can build automation into existing business processes without asking engineering for help.”

Since partnering with Zuora in 2017, Hudl’s business has doubled. As Hudl continues on its mission to help teams and athletes win, it will continue to rely on Zuora as a trusted partner.