HubSpot Workflows & CRM Optimization

Sales was leaking time to manual follow-up and a CRM nobody fully trusted. Leads sat unassigned, stages drifted out of date, and the same admin happened by hand every week. The CRM was never properly organised, deals stalled in stages they had already moved past, and reps spent more time maintaining records than selling.

What I built

I rebuilt the entire HubSpot CRM and the automation around it, then optimised it for how each company we work with actually sells, from lead scoring and pipeline organisation through to the campaigns and the emails that go out.

What I did

• Rebuilt the CRM from the ground up, clearing out duplicate records and unused workflows so there was a clean base ready for new optimisation
• Set up follow-up sequences and automatic assignment to the right sales rep, so every new lead is handled without manual triage
• Connected the tools the company runs on, including Claude, Fireflies, Docusign and LinkedIn, for smooth lead rotation and faster workflow builds
• Built workflows that auto-send the right documents to leads and potential buyers, and move deals straight to the next stage so no deal stalls in the CRM
• Added lead scoring, pipeline organisation and email campaigns tuned to how each company sells
• Worked extensively on reporting, so every department gets the updates that matter to them and decisions run on better data

What it solves

• Route and assign new leads automatically, with no manual triage
• Keep deal stages and properties accurate as records move
• Fire follow-ups on triggers so no manual input is needed
• Give the sales team weekly insight into how CRM data is being used, with sales and marketing analytics staying on track
• Cut the recurring manual work out of the sales team's week