The challenge: disconnected tools and resistance to change
The firm’s sales and marketing efforts were running on a patchwork of spreadsheets and third-party platforms like Eventbrite, Emma, and Zoom. Without a centralized CRM, attorneys tracked leads manually, making it nearly impossible to measure deal velocity or client conversion rates.
Compounding the problem was the difficulty of importing data from a paid directory of attorneys. The list lacked emails and filtering options, which made targeted outreach cumbersome. Resistance to change also slowed progress: senior members of the team preferred manual processes and initially resisted the shift to a structured CRM.
The solution: a structured HubSpot rollout
- Custom pipeline design: A tailored deal pipeline mirrored the firm’s existing sales stages, reducing friction in adoption.
- Data governance strategy: Workflows were created to handle bounced emails and capture lost-deal reasons, ensuring cleaner data and consistent reporting.
- Automation and enablement: Attorneys were trained on sequences, templates, and snippets, giving them the ability to run repeatable, efficient outreach.
- Reporting foundation: Custom dashboards gave leadership visibility into push rates, close ratios, and deal velocity for the first time.
The results: from manual tracking to scalable growth
- Within months, the firm transitioned from manual spreadsheets to a centralized CRM that aligned marketing and sales.
- Attorneys gained confidence using HubSpot’s prospecting tools and automation.
- The team built repeatable processes that reduced errors and manual effort.
- Leadership gained reporting insights that had previously been hidden in disconnected spreadsheets.
The real win was cultural: by the end of the onboarding, the attorneys—once resistant to change—had become advocates for the system. They were empowered to manage their own data, track performance, and scale their efforts with confidence.
Key metrics
| Metric |
Value |
Source |
Confidence |
| Attorneys |
16 |
Use case study |
5 — single clear source |
| Centralized deal pipeline |
Implemented |
Use case study |
5 — described as completed |
| Email bounce workflow |
Implemented |
Use case study |
5 — detailed in results |
| Close-lost reasons captured |
Implemented |
Use case study |
5 — detailed in solution |
Takeaway
For professional services firms, the hardest part of adopting a new system is often cultural, not technical. By taking a hands-on, phased approach and emphasizing data governance, this intellectual property law firm was able to modernize its sales process and give attorneys the tools they need to grow.
At media junction®, we help firms like this unify their digital systems, so their client acquisition strategies are as strong as their professional expertise.
