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Helping a B2B SaaS Provider Turn HubSpot Into a Revenue-Focused Sales Engine
HubSpot optimisation to support data driven decisions.
Client:
B2B SaaS provider targeting enterprise, tier 1 and 2 organisations across the retail, logistics, manufacturing, automotive and recruitment sectors.
Services:
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HubSpot sales enablement
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CRM optimisation
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Outbound sequencing
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Reporting and dashboards development
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Lead scoring refinement
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Workflow automation
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Sales process alignment
The Challenge:
The project focused on improving HubSpot usability for the sales team while creating better visibility for management reporting and future automation.
At first sales lacked visability on:
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Which accounts mattered most
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Who the buyers were within target organisations
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How contacts were engaging across channels
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Which opportunities had genuine buying intent
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What outbound activity was actually driving engagement
At the same time, reporting inconsistencies, duplicated properties and limited sequence visibility were making it difficult to prioritise activity effectively.
The Approach:
We simplified views, reworked lead scoring and rebuilt outbound sequences around real interaction to give sales a system that supports:
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Better decisions
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Stronger engagement
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More controlled outbound performance
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Clearer account prioritisation
The focus throughout was practical usability. Not adding complexity for the sake of process.
CRM Optimisation & Sales Visibility:
We redesigned both contact and company views to surface the information sales teams actually need day-to-day.
This gave the team a much clearer operational view of engagement and account activity without relying on disconnected reports or manual workarounds.
Lead Scoring That Reflected Real Buying Intent:
The original scoring model relied too heavily on basic digital engagement, which didn't account for wider acountbound activity and in-person enagements.
We rebuilt the scoring framework to better reflect actual buying behaviour and what was drive by wide sales and marketing activity. We also introduced detractors to ensure an accurate reflection of lead status.
Rebuilding Outbound Sequences Around Engagement
Outbound sequencing was redesigned using a multi-stage, engagement-led approach.
Rather than forcing all prospects through the same linear process, sequences were structured around actual interaction and intent signals.
This created a more controlled outbound process while improving sender reputation and reducing wasted effort.
Importantly, it also ensured sales teams focused time on prospects already demonstrating signs of engagement, not simply increasing volume for the sake of activity.
Reporting & Dashboard Development:
To improve visibility and decision-making, we developed custom reporting and dashboards focused on actionable sales insight.Where native HubSpot reporting limitations existed, we implemented practical workflow and list-based solutions to improve reporting accuracy and usability.The goal to provide clear commerically useful insights to drive decision making backed by It was clearer decisions backed by meaningful data.
The Results:
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Sales gained a far clearer view of which accounts mattered most and how buyers were engaging
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Lead scoring began reflecting real behaviour, helping teams prioritise opportunities with the highest likelihood of conversion
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Outbound sequences became more engagement-driven, creating more meaningful conversations
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Sales decisions became backed by data rather than assumptions
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Outbound activity became more controlled and predictable, reducing wasted effort
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HubSpot evolved from being simply “used daily” to actively driving measurable sales performance and supporting long-term growth
Most importantly, the CRM now supports how the sales team actually sells.
For growing B2B organisations, especially those targeting enterprise accounts, that level of visibility becomes critical as pipelines scale.
As an offshore business, being able to work with an organisation with local presence has made our sector-focussed market development work a lot easier.
More Global also provides ongoing input into our UK marketing and communications strategy, which has been invaluable.
Steve Macmillan, Protocol Policy Systems, New Zealand
Why work with me?
more is led by me, Sarah Stephenson (hi, that's me).
After 17 years in the agency world, I founded more to give businesses senior-level, flexible, growth-focused sale and marketing expertise.
I've spent my career helping B2B SMEs, start-ups, scale-ups, and government agencies in the UK and internationally overcome the sales and marketing challenges that can block growth, to create scalable, sustainble models.
Fun fact: I was invited to Buckingham Palace to receive an International Trade award for exponential growth. (Yes, I met the Queen.)
My approach - hands-on and collaborative, embedding as part of your team to create sustainable growth and build momentum that lasts long after the campaign ends.
Plus, I’m lovely to work with and bring clarity, creativity, and calm to complex challenges (so my clients say).
Curious to see how we can work together?
