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

Highlights

• Connected every teacher, school, and district in one hierarchy view, built from the parent and ultimate-parent identifiers already on Stukent’s account records.
• Gave BDRs the full district picture from the contact record before every call: active contracts, district coverage, and nearby schools worth expanding into.
• Cut duplicate opportunities on district deals and made semester forecasts reliable.
• Replaced onboarding spreadsheets with district-level roll-ups.
• Uncovered new cross-sell opportunities across districts by revealing schools with expansion potential.

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. School districts set the curriculum, but teachers, especially in Career and Technical Education (CTE) programs, often choose the tools. 

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 buy directly while others sit under district agreements, and educators change schools or roles every year.

That buying path raises questions for Stukent’s sales, customer success, and RevOps teams had to answer daily: where do we already have business, which schools belong to which district contract, which educators are active, and which schools next door are whitespace. 

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.

Teams worked around the gap with informal knowledge and scattered spreadsheets.

Reps searched account records one at a time before outreach and still contacted schools that were already customers. AEs opened duplicate opportunities on schools that were covered by district deals. RevOps spent hours stitching together reports to reconstruct what was happening inside a single 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.

Alicia Andera, Director of Revenue Operations at Stukent

The K-12 market hurt most.

A single district can hold dozens of schools and multiple decision makers, and duplicate accounts made the picture worse: the same school existed under multiple names and domains. And a single contact could carry dozens of duplicate records.

I was not able to give the team a visual [hierarchy] tool where they could quickly see where we had the business across a particular district.

Alicia Andera, Director of Revenue Operations at Stukent

Onboarding tracked one educator at a time

At the start of every new school year, Stukent’s Customer Success team trains hundreds of new educators inside a narrow four-week window.

The status the team needed — which teachers are new, who still needs training, whether classes are set up correctly — sat scattered across contact records on dozens of school accounts per district. And Salesforce couldn’t total any of it because of roll-up summary field limitations.

Salesforce’s limitations forced Stukent’s CS team to run and track its busiest weeks in spreadsheets instead, which created version-control issues when volume peaked. Onboarding visibility also disappeared whenever a teacher changed schools or joined mid-year.

We were managing onboarding one by one in spreadsheets. It was chaos during our onboarding window.

Alicia Andera, Director of Revenue Operations at Stukent

Solution

A single, accurate view of every district

Complete Hierarchies helped Stukent key its district hierarchy to the data provider’s identifier fields instead of the native Parent Account lookup.

The parent and ultimate-parent identifiers that had been sitting unused now drive a visual tree: district at the top, every school below it, with opportunities, contacts, and contracts displayed against each account.

Schools that Stukent’s data provider didn’t track arrive without an identifier. But the drag-and-drop hierarchy builder within Complete Hierarchies let Stukent’s RevOps team quickly move and organize the relationships on the fly.

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

Alicia Andera, Director of Revenue Operations at Stukent

Visibility for every rep

With Complete Hierarchies, BDRs now begin every inbound or outbound motion by checking the hierarchy directly from the contact record.

Our sales reps use [Complete Hierarchies] on a day-to-day, especially our BDR team.

They get inbound leads from marketing and the first thing that they do is go to that contact record in our CRM and then look at the hierarchy to see all the information.

Alicia Andera, Director of Revenue Operations at Stukent

Instead of guessing where a school sits within a district, reps can now immediately see wether the school holds an active contract, whether its district is already a customer, and which neighboring schools are uncovered. 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.

Alicia Andera, Director of Revenue Operations at Stukent

Duplicate opportunities dropped out of the pipeline

Stukent’s pipeline used to inflate for one reason: a rep who couldn’t see that a school sat under a district deal opened a fresh opportunity on it.

Leadership couldn’t trust forecasting data, and RevOps burned valuable time deciphering which opportunity records were real.

With Complete Hierarchies, that changed immediately. By making the full district visible at the point of outreach, reps stopped opening those duplicates and pipeline quality improved across the board.

Stukent also pulled account merges back under RevOps control. Because Complete Hierarchies can build account hierarchies from the provider identifier, Stukent can easily decide which duplicate survives: keep the record with the identifier, and the school stays in its district tree.

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

Alicia Andera, Director of Revenue Operations at Stukent

An acquisition mapped school by school

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 would’ve been slow, messy, and prone to account conflicts. 

But with Complete Hierarchies displaying both companies’ accounts inside the same district trees, Stukent’s Sales and CS team could immediately see the overlap between the two companies. The snapshot showed which districts both companies sold into, which schools held competing relationships, and where the combined footprint opened cross-sell room.

Beyond allowing sales and CS to coordinate outreach, unify messaging, and avoid duplicated work, Complete Hierarchies also helped give the entire team clarity during a time of significant structural change.

[Compete Hierarchies] allowed us to see where both companies had business and made the integration so much easier.

Alicia Andera, Director of Revenue Operations at Stukent

Onboarding roll-ups at the district level

For Customer Success, Stukent replaced the onboarding spreadsheets with Complete Hierarchies roll-ups that aggregate contact and opportunity data up the district tree.

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.

Now, CS managers see educators per school, schools per district, who is new, who still needs training, and how usage trends year over year, all summarized automatically at the district level. Large roll-up jobs run on a schedule, and any single hierarchy can be refreshed on demand when the team needs current numbers in the middle of the onboarding window.

Sales reads the same roll-ups as penetration data: total educators at each school and total schools in each district show how deep Stukent’s coverage runs and where to push next.

[Compete Hierarchies] allows our team to be able to cross-sell and expand into different accounts or different schools more easily.

Alicia Andera, Director of Revenue Operations at Stukent

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 at 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.