Comprehensive Portal Cleanse for Global Events 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.
CRM Audit
Reviewed the full HubSpot setup - data models, properties, objects and reporting - identifying duplicates, redundant fields and gaps that were blocking accurate segmentation and conversion insight.
Data Cleansing
Merged duplicate records using Koalify, aligned naming conventions and property structures and introduced data governance rules to ensure the CRM remained clean, consistent and scalable.
Lifecycle Framework
Defined clear lifecycle stages, ownership rules and qualification criteria, giving every lead a structured journey and enabling targeted messaging based on behaviour and firmographics.
Lead Scoring
Designed a scoring model that ranked leads by engagement level, sector fit and event activity, helping Sales quickly identify the highest intent prospects and reduce time wasted on low value leads.
Lead Handover
Built automated workflows that passed only qualified leads to Sales, complete with full context and real-time notifications, removing manual admin and speeding up follow up times.
Training & Enablement
Delivered hands on training to Marketing and Sales teams to embed new processes, improve CRM adoption, and ensure consistent use of segmentation, workflows and lead management.
Data Enrichment
Enhanced CRM records by integrating third party data sources and enrichment tools, filling gaps in contact and company profiles such as industry, company size, job title and location.
Performance Dashboards
Created data driven dashboards tracking engagement, lead progression and conversion performance, giving leadership visibility into what was working and where to optimise.
The Results
60% reduction in bad data, including duplicates and inconsistent properties.
100% fill rate for key data points across contacts, companies, and deals.
Clearer lead management process improved Marketing to Sales alignment, reducing lead leakage and ensuring faster follow up on qualified opportunities.
Established sustainable processes for ongoing data hygiene, lead scoring and CRM efficiency.
Project Snippets
Key Takeaway
By transforming a fragmented HubSpot portal into a clean, standardised, and governed CRM, the client moved from firefighting to confidence. Duplicates were eliminated at scale, critical fields reached 100% completion and clear lifecycle, ownership and SLA rules restored trust across Marketing and Sales. Teams can now target precisely, follow up faster, and report accurately - while leadership gets a single source of truth and forecasts they can rely on.
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