Consolidating ad hoc sales pipelines for a corporate wellness services provider
Eleven separate sales pipelines sat inside an existing HubSpot Sales Hub Pro account, and none of them shared a stage structure or a way to tell a qualified enquiry from a cold one. The website's enquiry form posted into a shared inbox rather than the CRM. We consolidated the pipelines into five, modified the form to create deals on qualifying properties, and added persona, lifecycle-stage and lead-scoring properties that feed the sales dashboard.
Executive Summary
Context
A corporate workplace health, injury-management and occupational wellness provider ran its sales team inside HubSpot Sales Hub Pro, but its pipeline structure had grown to 11 ad-hoc setups with no persona, lifecycle-stage or lead-scoring data.
What We Built
We consolidated 11 ad-hoc sales pipelines into five purpose-built structures and wired the website's enquiry form into HubSpot as a qualifying-property deal trigger. We also added persona, lifecycle-stage and lead-scoring properties that feed one dashboard.
Tech Stack
- HubSpot Sales Hub Pro, HubSpot Marketing Hub Professional, HubSpot Deals, HubSpot Workflows, HubSpot Lifecycle Stage, HubSpot Lead Scoring, Ninja Forms (WordPress), MediManager, a client-led lead-capture platform
Not a fit if you are standing up a pipeline from a blank HubSpot portal. This reorganises 11 existing pipelines into five, not a brand-new build. It assumes the client's own team owns the timeline of any new lead-capture platform still being built outside the CRM.
The Challenge
Sales reps worked inside HubSpot Sales Hub Pro, but the pipeline had grown into 11 ad-hoc structures that didn't share stage logic or an owner rule. None of them carried a persona property, a lifecycle stage or a lead score, so every enquiry landed as an undifferentiated deal.
The website's enquiry form posted into a shared inbox instead of the CRM, so a coordinator decided by hand which rep and pipeline each message belonged to. A lead could sit unclaimed for hours. And because the deal carried no qualifying data, a rep couldn't tell a qualified enquiry from a one-off request without opening it.
Our Approach
We considered routing rules on the existing inbox, but it doesn't carry a deal stage, an owner or a pipeline, so it couldn't hold the decision. Instead we modified the enquiry form so that only qualifying fields pass through. A submission creates a deal on custom company properties, and a company record that reaches those properties on its own creates one too, whichever channel sets them first.
We rebuilt the 11 pipelines into five: General Sales, Tender, In-Bound Enquiries, Health & Wellness Services and Onsite Services. Deals untouched for six months move into Discovery, and a deal that stays inactive past a set stretch triggers an alert to its owner.
Persona and lifecycle workshops then set a buyer-persona property and a lifecycle-stage property on the contact record. Both report into the existing SMART-goals dashboard.
Impact
Every enquiry lands on a pipeline built for its purpose
The five pipelines each carry one purpose, so a wellness enquiry sits on the Health & Wellness Services pipeline instead of being mixed in with general sales. Deals older than six months move into Discovery, which makes a stalled deal easy to find.
A website enquiry becomes a deal without a coordinator reading it first
The modified enquiry-form integration passes only qualifying fields into HubSpot as a deal, so the shared inbox is no longer the first stop. That removed the manual double-handling of matching a message to a rep and pipeline.
Reps and leadership read persona and lifecycle data from one dashboard
The persona and lifecycle-stage properties set during the workshops feed the same SMART-goals dashboard that reps already use. That gives the team a lead-scoring model where none existed, so a rep can tell a qualified enquiry from a cold one.
A deal that goes quiet notifies its owner instead of waiting for a review
Once a deal goes a set stretch with no logged activity, a workflow alerts the deal owner, so a stalled enquiry surfaces to the person who owns it. That closes a gap that used to depend on someone remembering to check.
We modified the enquiry form so that only qualifying fields pass through, and it creates a deal against custom company properties instead of posting into a shared inbox. A company record that reaches those properties on its own can also open a deal.
A workflow watches every open deal for a prolonged stretch with no logged activity and, once that stretch is crossed, notifies the deal owner directly. It runs against the same custom properties that the enquiry integration writes.
The 11 prior pipelines were rebuilt as five, each keyed to a purpose: General Sales, Tender, In-Bound Enquiries, Health & Wellness Services and Onsite Services. A deal untouched for six months or more moves into Discovery.
We added a buyer-persona property and a lifecycle-stage property to the contact record during the persona and lifecycle workshops. Both, along with the lead-scoring model, report into the SMART-goals dashboard that was already in use.
A website enquiry form passes only its qualifying fields into HubSpot, and a company record that reaches the same custom properties on its own opens a deal in the same way. Each deal lands on one of five pipelines by purpose, and any deal untouched for six months moves into Discovery. A workflow alerts the deal owner when an open deal goes a set stretch with no logged activity. Persona and lifecycle-stage properties on the contact record report, along with lead scoring, into the SMART-goals dashboard.
FAQ
No. The integration passes through only qualifying fields, so a submission creates a deal against the company record's custom properties without carrying every field. The deal record is built around the properties that route it.
Each deal moved onto the pipeline that matched its purpose, instead of staying on whichever of the 11 original structures it started on. Any deal that had been inactive for six months or more was placed into Discovery on the General Sales Pipeline.
