How Stukent Helps Reps Prep Faster and Sell Smarter With Complete Hierarchies

Highlights

• Stukent gained full visibility across districts, schools, and educators in one hierarchy view.
• BDRs and AEs were empowered with valuable context before outreach, eliminating cold-calling customers. 
• Removing duplicate opportunities lead to a cleaner, more accurate pipeline.
• Faster onboarding tracking, replacing spreadsheets with rollups inside Salesforce. 
• Stukent uncovered new cross-sell opportunities across districts by revealing schools with potential for expansion. 

Overview

Stukent is an EdTech company providing digital courseware and simulations that help high school and higher-education students learn real-world marketing, business, and communication skills.

Selling into education is uniquely complex. In higher ed, individual instructors often adopt tools independently. In K–12, buying decisions can involve teachers, principals, curriculum directors, district administrators, and IT teams. Some schools purchase directly, while others are covered through district-wide contracts. Educators frequently change roles or move schools each year.

This complexity made it challenging for Stukent’s sales, customer success, and RevOps teams to understand where they already had business, which schools belonged to which districts, which educators were active, and where cross-sell and expansion opportunities existed. Salesforce alone didn’t provide the visibility they needed.

The Challenge

No visibility across districts and schools

Before Traction Complete, Stukent’s teams relied on informal knowledge sharing and scattered spreadsheets. People across the organization often had different understandings of where contracts existed, which made coordination difficult and led to inconsistent outreach.

Reps sometimes contacted schools that were already customers, AEs opened duplicate opportunities without realizing it, and RevOps spent hours stitching together reports to understand what was actually happening inside each district.

“Before Traction Complete, we were completely flying blind. It was a complete mess. We had people who knew about contracts and others who didn’t. Without a visual hierarchy, we couldn’t easily see where we already had business.”

– Alicia Andera, Director of Revenue Operations, Stukent

This caused the most friction in the K–12 market, where a single district might contain dozens of schools and multiple decision makers. Without a reliable structure showing how accounts were connected, teams struggled to build a clear plan for approaching a district or identifying where expansion was possible.

Unscalable onboarding tracking

The Customer Success team also struggled. Onboarding hundreds of educators each school year is a critical part of Stukent’s customer experience, but progress was tracked manually in spreadsheets, creating version-control issues and slowing down CS during their busiest season.

“Before Traction Complete, we were completely flying blind. It was a complete mess. We had people who knew about contracts and others who didn’t. Without a visual hierarchy, we couldn’t easily see where we already had business.”

Solution

A single, accurate view of every district

Stukent implemented Complete Hierarchies to organize their district and school relationships inside Salesforce. For the first time, the entire go-to-market team could see exactly where business existed, which schools were part of a district contract, who the active educators were, and where clear cross-sell opportunities sat.

“Being able to see all of our business across a district on one page has been a blessing.”

Visibility for every rep

BDRs now begin every inbound or outbound motion by checking the hierarchy directly from the contact record. Instead of guessing where a school sits within a district, they can immediately see the full relationship.  They’re also able to tell whether the school has an active contract, whether the district is already a customer, and whether nearby schools represent expansion opportunities.

This completely changed how reps prepare before reaching out, helping avoid redundant calls and approach each lead with stronger context. AEs use the same view to plan territories, map out the school year, and understand which single-school deals have the potential to grow into district-wide agreements.

“Our team can finally self-serve. They don’t need to wait on RevOps to tell them where we have business.”

Cleaner Pipeline, Confident Forecasting

Before Traction Complete, Stukent struggled with an inflated pipeline because reps often created duplicate opportunities without realizing a school was already tied to a district deal. Leadership couldn’t trust forecasting data, and RevOps spent valuable time untangling opportunity records.

With Complete Hierarchies, that changed immediately. By giving reps the full account context, duplicates dropped and pipeline quality improved across the board. Leadership now has reliable data for forecasting upcoming semesters and school years, and RevOps no longer has to clean up conflicting records.

“Our executives can finally feel confident in our numbers. Before, we had duplicate opportunities because people didn’t have visibility.”

Smooth Acquisition Integration

When Stukent acquired another EdTech company, they suddenly had two large datasets needing to be merged inside Salesforce. Without a clear way to visualize overlapping accounts across both businesses, the integration could have been slow, messy, and prone to account conflicts. 

Complete Hierarchies provided an immediate snapshot of where the two companies had business within the same districts and schools, allowing sales and CS to coordinate outreach, unify messaging, and avoid duplicated work. It gave the entire team clarity during a time of significant structural change.

“It allowed us to see where both companies had business and made the integration so much easier.”

Onboarding rollups for customer success

Each year, Stukent’s Customer Success team trains hundreds of new educators in a narrow, four-week onboarding window. Previously, onboarding status was tracked manually in spreadsheets, a process prone to errors, versioning issues, and lost visibility as teachers moved schools or new educators joined mid-year.

With Traction Complete, Stukent can now roll up their data, replacing the manual process with real time visibility inside Salesforce. CS managers can instantly see which teachers are new, who still needs to be trained, whether classes are set up correctly, and how usage trends year over year.

All onboarding activity is summarized automatically at the district level, giving Customer Success a single source of truth they can rely on. This shift has helped the team work more efficiently and confidently during their busiest period of the year.

The Final Word

“Partnering with Traction Complete was the best decision we made. It gives every team member transparency and visibility across the entire customer lifecycle, from the first lead to post-sale onboarding. I truly don’t think we’d be where we are today without it.”

– Alicia Andera, Director of Revenue Operations, Stukent

Stukent is now able to go into every school year with greater confidence and a complete view of every district they serve, giving BDRs, AEs, Customer Success, and RevOps what they need to work smarter, faster, and more strategically.