CRM Rebuild & Automation Strategy

Objective:
Rebuild an outdated CRM system to support a more structured sales pipeline, improve lead management, and enable marketing automation for a growing manufacturing company.

Project Overview:
The company’s HubSpot CRM had grown disorganized over time, with inconsistent properties, unclear lifecycle stages, and manual processes that slowed down both marketing and sales teams. I was brought in to completely restructure the system and bring automation and visibility back to the forefront.

What I Did:

• Conducted a comprehensive audit of the existing HubSpot portal, mapping out broken processes and inconsistent data usage.

• Created a new CRM architecture, including custom lifecycle stages, property definitions, lead statuses, and segmentation criteria.

• Rebuilt the lead pipeline to reflect real-world sales behavior and created automation rules to move leads through each stage.

• Designed and implemented lead scoring models to prioritize follow-up based on behavior and fit.

• Built workflows for contact nurturing, sales notifications, and stale lead re-engagement.

• Cleaned and re-imported large volumes of outdated CRM data to restore system trust and accuracy.

Results:

• Reduced lead response time by 25% by automating handoffs and notifications

• Enabled marketing and sales teams to collaborate on shared definitions of lead stages

• Provided leadership with clearer forecasting and pipeline visibility

• Improved reporting accuracy through well-defined contact properties and lead source tracking

Tools Used:
HubSpot CRM, Workflow Automation, Lead Scoring, Data Cleanup, Lifecycle Management, Sales Enablement