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Client
A growing, multi-brand agency delivering complex, high-value projects for corporate clients.
The challenge
Sales data was spread across several HubSpot pipelines and a second CRM instance. Each team had built its own way of working, so deal stages, probabilities and reporting varied from brand to brand. Finance struggled to connect sales forecasts with the operational and financial systems they relied on. Key commercial details, such as margin and internal project references, weren't captured consistently, and the handover from sales to delivery relied on emails and memory.
The business had plenty of data. It just wasn't behaving like a single source of truth.
The solution
Consistent pipelines across every brand
Each brand and service area got its own pipeline, built on a shared stage structure. Conditional stage properties made the right information required at the right moment: revenue and margin at proposal, project references at contract, and loss reasons at close. Pipeline rules stopped deals skipping stages, so every opportunity followed the same path from qualification to close.
Forecasting that runs itself
Deal probabilities were tied to pipeline stage and business type, so new and existing business were treated differently, and they updated automatically as deals moved. Calculation properties produced weighted views of deal value, revenue and profit. These fed into HubSpot's forecasting tool, giving leadership a live forecast based on what was likely to close as well as on what was in the pipeline.
A seamless handoff to delivery
Projects were brought into HubSpot as a custom object. When a deal closed, a workflow created the project record automatically and linked it to the deal, company and contacts, carrying across every commercial detail. The delivery team picked up each new job with full context from day one.
Reporting built for sales and finance
Role-based dashboards gave sales, leadership and finance each their own view. Reports covered new and existing business pipeline, priority opportunities, rep performance, sales activity and finance, all filterable by brand, owner and business type. A data sync with the finance platform kept revenue and project data aligned between the two systems, so month-end reconciliation took minutes instead of days.
A clean migration, kept clean
Records from the second CRM instance were mapped, standardised and brought across with all associations intact, and duplicates were caught before they landed. After the migration, the Data Quality command centre kept watch for duplicates, formatting issues and incomplete records, so the database stayed as clean as it was on day one.
Smarter selling with Breeze AI
Breeze deal summaries gave reps and managers an instant read on any opportunity without trawling through the timeline. Deal insights flagged stalled or at-risk deals before they went quiet.
Enablement and governance
The team was trained on the new process, reporting, and HubSpot's sales tools, including the sales workspace, meeting links, templates and sequences. Permissions were set up by role, and full documentation gives everyone an ongoing reference for how the system works and why.
The outcome
The agency now runs a structured, repeatable sales operation across all its brands. Pipelines are consistent, forecasts update themselves, and weighted revenue and profit are visible at a glance. Closed deals flow straight into delivery, and finance works from data that already matches its own systems.
Sales, leadership and finance now share one operating rhythm. Sales keep HubSpot current as deals move, leadership reviews live forecasts and dashboards, and finance reconciles against a synced view of the numbers.
Key takeaway
Standardised pipelines, automated forecasting, a joined-up handoff to delivery, integrated finance data and AI-assisted selling gave the agency a foundation it can scale on. Sales, leadership and finance can make decisions from one system, with far fewer spreadsheets and much less detective work