Lead Management Project for Leading UK Services Business

The Challenge

The client’s HubSpot CRM was fragmented, inconsistent and difficult to manage, with duplicate records and unstandardised naming conventions that hindered reporting and usability. Inefficient workflows were time consuming and poor UI consistency reduced adoption across the team.

Approach

We transformed HubSpot into a clean, structured and automated CRM engine improving data accuracy, lead quality and the handover between Marketing and Sales.

Centralised Leads

Conducted a full audit of all lead records, cleaned and standardised data, and structured contacts within HubSpot. Ensured that all lead sources (web forms, phone inquiries, telesales, and events) flowed into HubSpot. This created a single source of truth for lead information and enabled end to end tracking from capture to conversion.

Mapped Lead Journey

Mapped the full lead journey from capture to conversion, identifying all lead sources, handoffs, and bottlenecks. Defined rules for prioritisation and follow up to ensure every lead is addressed promptly.

Lead Assignment & Escalation

Built automated workflows to assign leads immediately based on region, product interest, or other criteria. Implemented 1 hour SLA escalation rules so non contacted leads trigger alerts to managers or are reassigned, ensuring rapid response and accountability.

Dynamic Lead Scoring

Created a scoring model that considers demographic fit, engagement behaviour and intent. Leads showing strong interest are prioritised for immediate follow up, while lower scoring leads are segmented for nurturing campaigns.

Adoption & Training

Conducted workshops and created documentation to ensure teams understood the new lead management processes, lead scoring, SLA rules, and nurturing journeys. Monitored adoption metrics, provided ongoing support, and adjusted workflows based on feedback to maximise usage and efficiency.

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

60% increase in lead conversion rates.
Sales productivity improved as teams focused on high potential leads.
Greater visibility and accountability across the sales process, enabling stronger performance management.
Improved forecasting accuracy and smoother deal progression.

Project Snippets

Key Takeaway

By implementing a structured, automated lead management process in HubSpot, the client transformed how leads are captured, prioritised, and converted. Rapid response through 1 hour SLA escalations, dynamic lead scoring, and personalised nurturing ensured no lead was missed, while adoption and reporting provided accountability and visibility.

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