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Lead Management Consultancy for UK Advisory Business

The Challenge

The Client, a UK based business advisory firm, was managing much of its lead generation and nurturing activity outside of HubSpot, creating data silos, inconsistent processes, and limited visibility across the buyer journey. Sales and marketing teams lacked the ability to track engagement effectively, resulting in fragmented data, unreliable reporting, minimal insight into conversion ready leads and no automated workflows to streamline follow up. Without clear lifecycle progression from MQL to SQL to Opportunity, handovers became inefficient and outreach was often duplicated due to unclear ownership. 

Approach

To address the operational and strategic gaps, we conducted a comprehensive evaluation of the Client’s HubSpot environment, including their use of Marketing Hub Enterprise and Content Hub Pro. The approach included:

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Technical & Process Assessment

Audited the Client’s existing HubSpot configuration, integrations, property usage, and overall data structure, identifying several gaps that limited efficiency and visibility. This review highlighted key inefficiencies caused by off-platform lead capture and manual processes, which contributed to inconsistent data quality and workflow bottlenecks.

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Strategic Lead Management Framework

We designed a comprehensive, end to end lead management strategy aligned with the Client’s buyer journey. As part of this framework, we developed a recommended lead scoring model with a +60 threshold to better prioritise high intent prospects. We also redefined lifecycle stages and mapped them to corresponding sales behaviours to support consistent qualification, while updating the Client’s buyer personas to enable more targeted segmentation and personalised content delivery.

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Lead Assignment & Escalation

Recommended creating a structured lead management framework aligned to the Client’s buyer journey. This involved proposing a lead scoring model with a +60 threshold to prioritise high intent prospects, advising on a redefinition of lifecycle stages tied directly to sales behaviours for consistent qualification and suggesting a refresh of buyer personas to support more precise segmentation and personalised engagement.

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Visibility & Reporting

We recommended building reporting dashboards to improve visibility across the MQL > SQL > Deal Stage journey, enabling better tracking of conversion trends. We also suggested incorporating forecasting views and SLA breakdowns to support sales leadership with clearer performance insights.

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Technology & Cost Comparison

We advised the Client to evaluate several platform options, including upgrading to Sales Hub Pro, integrating tools such as Wiza for contact enrichment, and considering whether to maintain the current HubSpot portal or migrate to a separate instance. For each option, we recommended completing a cost/benefit analysis to guide informed decision making.

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Senior Stakeholder Reporting

Designed dashboards and reports in HubSpot to track lead volumes, response times, SLA compliance, lead scoring distribution, and conversion metrics. Delivered insights to senior stakeholders for informed decision making and performance management.

The Results

The Client received a clear, actionable roadmap to transition from a fragmented lead process to a unified HubSpot driven system. Key outcomes included:

  • A strategic framework to improve lead qualification and conversion rates

  • Defined scoring, lifecycle, and persona structures to support scalable growth

  • Improved alignment between marketing and sales through automated routing and SLAs

  • Increased visibility of lead performance through accessible dashboards and forecasting reports

  • Reduced operational friction through governance recommendations and clearer ownership rules

Overall, the Client is now positioned to streamline their revenue operations, reduce manual workload, and maximise HubSpot’s enterprise level capabilities.

Project Snippets

LeadHandover
Lead Scoring
LifecycleStages
LeadReport
DataManagement
PriceComparison
SalesProcess
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Recommendation

Key Takeaway

The strategic recommendations provided not only resolved immediate lead management challenges but also helped shape the Client’s long term go to market strategy. By aligning scoring, lifecycle stages, automation, and governance within HubSpot, the Client gained the clarity and structure needed to prioritise high value leads, streamline sales processes, and create a scalable, data driven approach to growth.

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