For over two decades, this US-based commercial real estate investment firm specializing in net-leased motor fuel and convenience retail properties relied on outdated, manual systems to manage its sales process. With 44 employees and approximately $45.1 million in revenue, the company had reached a point where disconnected tools were stalling growth.
The firm’s customer relationship management (CRM) tool was Freshworks, but sales reps continued to track progress with spreadsheets. Without a single source of truth, sales and marketing were misaligned.
Another roadblock was data management. The company maintained a large database of financial advisors in Fintrex, but had no efficient way to integrate it with HubSpot. Two distinct sales pipelines—one for accounts, another for advisors—added complexity, while reporting and forecasting remained unreliable.
Adoption challenges made matters worse. Early onboarding was slowed by email sync issues and the absence of a strategic marketing plan. Convincing the sales team to embrace a centralized system proved to be an uphill battle.
To address these hurdles, consultants developed a tailored pipeline and data architecture. Two separate pipelines were built to handle accounts and advisors, ensuring clarity in deal management. A new “Service Category” dropdown standardized data entry, while automated workflows routed leads based on territory.
The implementation extended beyond architecture. Training sessions gave the team hands-on experience building workflows, automating assignments, and importing data from existing tools like Monday.com. Integrations with Commerce Hub and Stripe introduced modern payment capabilities.
Reporting was another priority. Custom dashboards visualized sales activities and funnel health. Sales reps learned to generate their own insights, replacing manual tracking with real-time reporting. Training also introduced AI-powered content tools and blog-building strategies, positioning the firm for longer-term inbound marketing growth.
The firm left its manual processes behind, gaining a fully integrated HubSpot-based sales system. Leads now flow through clearly defined stages, with automated assignments reducing friction. A custom property for “Work Order #” improved organizational efficiency, while reporting dashboards finally gave leadership visibility into sales performance.
Equally important, the onboarding produced a roadmap for sustainable growth. With a functional system in place, the team was equipped to leverage advanced HubSpot features, including AI content support and integrated payments.
For specialized firms in niche sectors, the challenge often isn’t ambition but infrastructure. This case illustrates how fragmented tools and manual workarounds can slow even seasoned teams—and how structured onboarding with HubSpot can create scalable systems that support both current operations and future expansion.