Unlocking £600K in Pipeline Through Sophisticated Cross Sell Automation
Challenge
Approach
There were seven key areas we needed to focus on to transform HubSpot into a true cross sell engine.
Infrastructure Assessment & Data Foundations
Conducted a full HubSpot infrastructure audit to map the existing CRM architecture, uncover data model gaps, and identify inconsistencies in service tracking and segmentation. This included reviewing custom objects, properties, lifecycle definitions, and integration touchpoints. The outcome was a clear blueprint of what needed fixing to ensure reliable reporting and scalable automation.
Cross Sell Strategy Framework
Designed a comprehensive cross sell matrix within HubSpot to map every customer’s current service footprint and reveal natural next-service opportunities. This framework created a standardised way for sales and marketing to evaluate whitespace and prioritise accounts most likely to convert.
Data Cleansing & Enrichment
Cleansed, standardised, and enriched CRM records, ensuring every contact and company included essential metadata such as sector, service usage, contract stage, and account tier. These enriched fields powered more accurate segmentation, triggered personalised workflows, and improved forecasting reliability.
Automated Lifecycle Journey Build
Built a full suite of automated cross-sell journeys aligned to critical lifecycle milestones—onboarding, 90-day check-ins, quarterly reviews, mid-contract, renewal cycles, dormant phases, and annual account planning. Each journey was designed to surface relevant service opportunities at key moments in the customer lifecycle.
Personalised Marketing Workflow Deployment
Developed dynamic marketing workflows that automatically adjusted messaging and recommendations based on customer behaviour, engagement signals, sentiment, and historical service adoption. This resulted in tailored nurture paths that felt timely, relevant, and relationship-led.
Sales Enablement & Alerting Mechanisms
Implemented real-time sales alerts and enablement workflows to notify account managers when clients interacted with cross-sell content or reached key engagement thresholds. This ensured sales teams could respond quickly with context-rich outreach at the moment of highest intent.
Performance Reporting & Insight Dashboards
Built actionable reporting dashboards to track engagement levels, cross-sell pipeline creation, service adoption trends, and performance across sectors. These dashboards provided leadership and account teams with visibility into what's working, what isn’t, and where future growth potential lies.
Solution in Action
The new HubSpot framework gave the business complete visibility into its cross-sell potential.
Marketing could now:
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Automatically identify clients with additional service needs.
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Trigger personalised multi-channel campaigns based on lifecycle and feedback.
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Hand over engaged contacts directly to sales for targeted follow-up.
The process created a seamless collaboration between marketing and sales, ensuring every opportunity was captured and progressed efficiently.
The Results
The cross sell automation project delivered measurable growth and efficiency gains:
- £600K in new pipeline generated within the first campaign cycle.
- Higher customer retention, as clients adopted more services across their contracts.
- Stronger sales alignment, with automated notifications and handovers driving faster response times.
- Sustainable growth framework, enabling the team to scale cross-sell campaigns across multiple service lines.
Conclusion
This project demonstrates how structured data and automation inside HubSpot can turn customer insight into measurable growth.
By combining a service opportunity matrix, intelligent automation and personalised engagement, I helped the business transform its CRM into a cross sell engine, strengthening client relationships and unlocking over £600K in new sales pipeline.
If your business offers multiple services and wants to uncover untapped cross sell opportunities, I can help you design and automate a HubSpot system that drives retention and revenue growth.