Lead Management for a Leading UK Services Business

The Challenge

A leading UK services business came to us with a critical issue: despite having HubSpot in place, they weren’t able to turn leads into revenue at the pace they needed. Their sales and marketing teams were putting in the effort, but without a structured system to track, prioritise, and convert leads, too many opportunities were slipping through the cracks.

Forecasting was unreliable, accountability across teams was inconsistent, and the sales function as a whole was underperforming.

The problem wasn’t effort, it was focus. Sales reps were spreading themselves across too many low value leads, while high potential opportunities weren’t always getting the attention they deserved. Marketing handoffs often stalled without follow up, and manual processes left room for mistakes.

The leadership team knew something had to change. They needed:

• Clarity on which leads to prioritise.

• Consistency in how leads were assigned and actioned.

• Confidence in forecasting and sales performance.

What they lacked was a scalable, automated lead management process that could provide the visibility, accountability, and efficiency required to unlock growth.

Our Approach

We partnered closely with the client to design and deliver a new lead management framework inside HubSpot. Our approach combined strategy, technology, and practical implementation to give their teams a system they could trust and scale.

1. Centralising Lead Data
   We built a comprehensive lead management system in HubSpot, ensuring that every lead — from every channel — flowed into a single, centralised view. This eliminated the silos and confusion that had slowed down their sales process.

2. Prioritising with Smart Lead Scoring
   We developed a dynamic lead scoring model tailored to their business. By factoring in demographic data, engagement signals, and behavioural patterns, we made sure sales teams could instantly identify and focus on the leads most likely to convert.

3. Driving Accountability with Automation
   To avoid leads getting lost, we set up automated lead assignment and escalation processes. Every lead was routed to the right salesperson at the right time — and if it wasn’t actioned, the system automatically escalated it. This kept everyone accountable without adding extra admin.

4. Creating a Bespoke Sales Pipeline
   We designed a pipeline that mirrored the client’s unique sales stages. This gave sales leaders better visibility into deal progression and improved forecasting accuracy. Instead of relying on gut feel, the business could now plan confidently based on data.

5. Boosting Engagement with Personalised Journeys
   Beyond internal efficiency, we also focused on the customer experience. We implemented personalised nurture journeys, so prospects received relevant, timely content and touchpoints that moved them closer to a buying decision.

Solution in Action

The result was a fully integrated lead management process inside HubSpot, from the moment a lead was captured, through qualification, to sales handoff and deal progression.

Sales reps now had a clear, automated flow guiding them to focus on high potential leads, while managers gained visibility into performance at every stage. What had previously been a fragmented, manual and reactive process was transformed into a seamless, data driven engine for growth.