Three years of HubSpot debt. 25,000 contacts nobody trusted. Six pipelines, none of them updated. We rebuilt the portal in a fortnight, then sat with the reps every second day for a month. Demo-to-closure improved by 50% along the way.
Datapel builds warehouse management software. Twenty-plus years in market, based in Australia, serving wholesalers, distributors, manufacturers, retailers, and 3PLs across more than 30 industries. Over a million stock items on their platform, native integrations with MYOB, Xero, and the major eCommerce platforms.
Their sales motion is standard B2B software. A lead comes in, gets qualified, books a demo, a salesperson works it to close. HubSpot was the system of record for all of it. That's the part that had stopped working.
Three years of use without a defined process. Every symptom below traces back to one missing thing: nobody had ever agreed what a stage meant.
We did not clean anything first. A cleanup without understanding why the portal drifted decays back to the same state within a quarter.
Before touching HubSpot, we sat with Datapel and wrote down answers to questions that had never been answered in three years.
Two weeks was possible because none of the thinking happened during the build. Every decision was already made and written down. What follows is what shipped, in what order.
A rebuilt CRM that reps route around is a failed project. So this phase got as much attention as the build.
“The moment they first saw the action plan, or the first pipeline review where the numbers were real.”
It is a missing-definitions problem, and no amount of cleanup fixes it, because the cleanup decays. Define the objects, agree the process, write the plan, then build. The build takes two weeks. The definitions are the hard part.
30 minutes, no deck. We open your portal on the call and tell you the three things we'd change first.
