The audit involved reviewing the current state of the HubSpot CRM, including how data was being captured, organised, and used by different teams. This revealed significant gaps in data structure and management, with customer profiles being incomplete, leads not being tracked effectively, and lifecycle stages not being properly defined.

• Data Capture Enhancements: Revamping the website’s lead capture forms and marketing consent permissions to ensure that we could engage with prospects effectively.

• Lead Scoring & Routing Framework: Designing a new framework to identify hot, warm, and cold leads, enabling personalised communication and prioritisation based on customer journey data.

The team conducted a deep dive into the sales processes, identifying inefficiencies in how leads were entered, tracked, and converted. A major issue was the lack of a clear lead management and sales pipeline, which made it difficult to understand the status of leads or know which ones needed immediate attention. The audit identified this as a key area for improvement.

Another crucial element of the audit was the analysis of online reviews. The team used a bespoke AI and machine learning system to classify sentiment, identify recurring themes, and highlight the most pressing customer pain points. This AI-driven analysis identified issues such as poor communication, delays in responses, and dissatisfaction with customer service, giving the team valuable insights into customer frustrations.

The audit also reviewed how teams were using the CRM and collaborating with each other. It became clear that internal communication was lacking, and teams weren’t aligned on how to manage and use customer data, which resulted in missed opportunities and inefficiencies.

The first step was to design a new revenue operations process which would enable leads to be tracked and managed effectively. This included new lifecycle stages, lead and customer status and sales pipelines. In addition this, data structures were created to ensure visibility into lead sources to enable better attribution. This step was crucial to getting the most from the CRM system.

The next step was to optimise HubSpot to better align with the new business processes. This meant cleaning up the data, improving the CRM configuration, and building out the clearer lead management and sales pipelines for sales and customer lifecycle stages. Automated lead routing and communication was introduced to streamline processes, more effective data management practices were put in place, as well as custom email templates and landing pages.

With a new CRM configuration and clear revenue operations and data management protocols in place, the next step was ensuring the teams could use the system to its full potential. Employees across sales and marketing were trained on the new CRM workflows, and playbooks were created to guide sales and marketing teams on how to best leverage HubSpot’s capabilities.