BILL, also known as Bill.com, helps businesses manage financial operations. Its sales organization spans multiple product verticals and market segments. Prospecting is not confined to a BDR team: account executives also do their own outbound work, including inviting prospects and customers to the company’s events.
That broad participation made the prospecting workflow a systems challenge. Heenal Unadkat works on Bill.com’s go-to-market engineering and systems team, which manages more than 80 tools. Before Frontier, sellers relied on a primary data provider to find people and companies, added records to Salesforce, searched for those records again, built reports or lead lists, and manually placed prospects into Outreach sequences.
“So our reps spent more time working the tools than actually pitching the product.”
— Heenal Unadkat, Bill.com GTM engineering and systems team
The steps were functional, but they demanded time and attention from sellers who needed to reach prospects. For Heenal’s team, the challenge was to simplify the rep experience while respecting Bill.com’s data, routing, and engagement rules.
Frontier’s Chrome extension gives Bill.com’s sellers a faster path from discovery to action. Powered by Bill.com’s Clay workflows, it lets a rep identify prospects from websites, enrich the record, and send the person into the right Outreach cadence without retracing the old chain of tools. Heenal describes the end-to-end action as being just a couple of clicks away.
Reps can also describe the people they are looking for in natural language and receive a list that fits their criteria. That changes the starting point of prospecting: less time building manual searches and more time deciding whom to contact. Heenal says the easier workflow has helped reps prospect more leads in the same amount of time.
The commercial impact has been substantial by her account. Within two quarters, Heenal says the pipeline generated from teams’ use of Frontier was worth 10 times what Bill.com had spent on the tool. That figure compares generated pipeline value with software spend; it is not a claim of closed-won revenue.
A simpler rep experience depended on detailed work behind the scenes. Bill.com maintains an 89-page rules-of-engagement document covering assignments, cadence eligibility, and how sales teams should approach prospects. Frontier’s implementation team worked with Heenal to turn those requirements into workflows tailored to the organization, then iterated as the team learned what it needed.
Heenal says that support expanded what her team could deliver. Frontier helped with the deployment work rather than leaving every configuration and change with one internal owner. She estimates the initial workflows went live in roughly three to four weeks, with the precision needed for Bill.com’s sales process.
“The training, enablement, and services is a huge part of the job.”
— Heenal Unadkat
For Bill.com, Frontier brought the pieces together: a faster path into Outreach for reps, a more adaptable prospecting system for GTM operations, and implementation support capable of turning a long rulebook into usable workflows.
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