The Challenge

Most marketing operations are flying blind.

Marketing teams generate enormous volumes of data — from ad platforms, email tools, landing pages, CRM systems, and sales reports — but rarely have a single, coherent view of how it all connects. The result: decisions made on gut feel, performance reviews based on incomplete reporting, and sales teams that don't trust marketing's lead quality.

CRM implementation projects fail not because the technology is wrong, but because the data architecture, process design, and adoption plan haven't been built alongside it. A CRM that doesn't reflect how the sales team actually works becomes a burden rather than an asset — and automation that isn't grounded in a real customer journey does more harm than good.

Nine years implementing CRM systems, building automation workflows, and deploying BI dashboards across healthcare, technology, and e-commerce businesses has produced a methodology that starts with process, not platform — and ends with dashboards that the leadership team actually uses.

CRM Implementation HubSpot Zoho Lead Scoring BI Dashboards Automation Workflows Pipeline Visibility
60%+
Reduction in manual reporting time after BI dashboard implementation
3×
Pipeline visibility improvement through CRM centralisation
9+
Years of marketing automation architecture across multiple industries
My Approach

A four-phase automation framework

Every engagement starts with process mapping, not platform selection. Each phase builds a system the team will actually use.

01
🔍
CRM Audit & Process Mapping
Map the actual sales and marketing process before choosing or configuring any tool. Identify data gaps, duplication, and workflow bottlenecks that will kill adoption if not resolved first.
02
🏗️
Platform Configuration & Data Architecture
Set up the CRM with a field structure, pipeline stages, and contact segmentation that mirrors how the team actually sells — not how the software vendor imagines they sell.
03
Automation Workflows & Lead Scoring
Build sequences for lead nurturing, follow-up triggers, and deal stage transitions. Implement lead scoring models that route the right leads to the right people at the right time.
04
📊
BI Dashboards & Reporting Infrastructure
Build Looker Studio or CRM-native dashboards that give marketing and sales a shared view of pipeline health, campaign attribution, and revenue contribution.
What's Included

Deliverables & scope

Each engagement is scoped to your current CRM maturity — from first-time implementation to advanced automation and dashboard builds.

🔍
CRM Audit Report
Current state analysis of your CRM setup, data quality, automation coverage, and adoption gaps. Includes a prioritised remediation roadmap.
  • Data quality assessment
  • Pipeline structure review
  • Automation gap analysis
  • Adoption barrier identification
🏗️
CRM Configuration & Setup
Full platform configuration (HubSpot or Zoho CRM) with field mapping, pipeline stages, and contact segmentation aligned to your actual sales process.
  • Custom field and property setup
  • Deal pipeline stage definition
  • Contact and company segmentation
  • User role and permission configuration
Automation Workflow Library
A set of core automation workflows covering lead nurturing, internal notifications, deal stage transitions, and re-engagement sequences.
  • Lead nurture sequences (3–5 touch)
  • Sales follow-up triggers
  • Deal stage automation
  • Re-engagement and win-back flows
🎯
Lead Scoring Model
A scoring framework that ranks leads by behaviour, engagement, and fit — ensuring sales effort focuses on the highest-probability opportunities.
  • Behavioural scoring criteria
  • Demographic/fit scoring
  • Threshold definition for MQL/SQL
  • CRM implementation and testing
📊
BI Dashboard Suite
Connected dashboards in Looker Studio (or CRM-native) that give leadership real-time visibility into campaign performance, pipeline health, and revenue attribution.
  • Marketing attribution dashboard
  • Pipeline velocity report
  • Channel performance breakdown
  • Monthly executive summary template
📋
Training & Handover Documentation
Full user training and system documentation so the internal team can manage and evolve the CRM setup independently.
  • Admin configuration guide
  • End-user training sessions
  • Automation trigger documentation
  • Ongoing maintenance checklist
Tools I Use

Automation & CRM stack

🤖 HubSpot CRM 📋 Zoho CRM 📊 Zoho Analytics 📉 Looker Studio 📈 Google Analytics 4 🏷️ Google Tag Manager Zapier 🔗 Make (Integromat) 📣 Meta Ads Manager 💼 LinkedIn Campaign Manager 📧 Mailchimp ✉️ ActiveCampaign
Domains & Industries

Where this expertise applies

🏥
Healthcare & Medical Aesthetics
CRM architecture and automation for medical device, pharmaceutical, and healthcare technology companies with complex multi-stakeholder sales cycles.
💻
B2B Technology
Lead scoring, pipeline automation, and BI reporting for enterprise software and IT services companies with long sales cycles and multiple buyer personas.
🛍️
E-Commerce & DTC
Lifecycle marketing automation, abandoned cart sequences, and retention workflows for direct-to-consumer brands scaling acquisition and repeat purchase.
☁️
SaaS & Software
Onboarding automation, trial conversion workflows, and product-usage-based scoring for SaaS companies at seed through scale-up stage.
🏛️
Professional Services
Pipeline visibility and proposal-stage automation for consultancies, agencies, and advisory firms managing complex, relationship-driven business development.
🌐
Multi-Market & Export Brands
CRM architecture that supports multi-territory pipeline management, regional performance reporting, and distributed sales team coordination.
Key Outcomes

Results that speak for themselves

Delivered across healthcare, B2B technology, and e-commerce verticals over 9+ years of CRM and automation work.

60%+
Reduction in time spent on manual reporting after BI dashboard deployment connecting CRM, ad platforms, and email into a single view.
Across marketing and sales teams at a regional technology organisation
3×
Improvement in pipeline visibility across marketing and sales teams after CRM centralisation and deal stage restructuring to reflect the actual sales process.
Following CRM rescue and rebuild engagement at an international B2B brand
1K+
Leads per month routed automatically through lead scoring and workflow logic, freeing sales team from manual triage and qualification activity.
Automated lead routing implemented for a high-volume inbound organisation
Frequently Asked

Common questions

Which CRM platforms do you work with?
Primary platforms are HubSpot and Zoho CRM, with integration experience across Salesforce, Pipedrive, and ActiveCampaign. Platform recommendation is always based on team size, sales complexity, and budget — not personal preference.
How long does a CRM implementation take?
A full implementation including audit, configuration, automation build, and training typically spans 8–12 weeks. BI dashboard deployment can be delivered in 3–4 weeks as a standalone engagement.
What if we already have a CRM but it's not being used properly?
CRM rescue engagements are common. The process starts with an audit of why adoption has failed — usually poor data architecture or a mismatch between the tool configuration and the actual sales process — then a redesign focused on adoption rather than features.
Can automation workflows replace our sales team's outreach?
Automation replaces the repetitive, manual touchpoints — follow-up reminders, status emails, nurture sequences — not the high-value human moments. The goal is to free sales time for conversations that actually require a human, not to replace human judgment.

Ready to build a marketing operation that actually knows what's working?

Let's talk about your CRM setup, your reporting gaps, and the automation infrastructure that will close them.