Leading a Scalable HubSpot Rollout Across the Entire Organization

Challenge
When I took ownership of our CRM, we were using SharpSpring—a system that no longer met the needs of our growing, cross-functional team. There was also internal hesitation about adopting a new platform. My first challenge was gaining internal buy-in that HubSpot was the right choice to centralize our Sales and Marketing operations.

Approach
Once we aligned on the direction, I led the full migration from SharpSpring to HubSpot, transferring Contacts, Deals, and Companies, and manually rebuilding marketing assets. From there, I developed a backlog and roadmap of projects by collaborating with Sales, Marketing, Operations, and Executive leadership—solving real business challenges through scalable CRM solutions.

Key Initiatives:

• User Management: I followed a principle of “start small, expand as needed,” carefully assigning roles and permissions to ensure data security and avoid overwhelm for new users.

• Pipeline Customization: (See full story: Standardizing the Sales Pipeline in HubSpot)
  I redesigned our deal pipeline to improve visibility and enforce consistency—adding custom fields, deal stage rules, automation, and alerts to eliminate confusion and support team collaboration.

• Story-Driven Reporting: I built dashboards that didn’t just show numbers—they told a story. Each report was tailored to the audience, whether it was a rep reviewing performance, Operations checking quote volumes, or the Executive team looking at revenue forecasts. I actively sought feedback and iterated based on team needs.

• Driving Adoption: By making HubSpot the central engine of our commercial operations—including our website, meeting scheduler, marketing automation, sales enablement, and campaign management—I positioned it as both indispensable and intuitive. I also led live training, built documentation, and continuously shared wins to encourage deeper use.

• Integrations & Automation:

• Integrated PandaDoc for MNDA execution and onboarding

• Integrated Fathom Notetaker to sync meeting recaps to Deals and Contacts

• Built dozens of automations for deal stage notifications, validation rules, and real-time updates

Results

• HubSpot became the single source of truth for Sales, Marketing, and Management

• Improved visibility into pipeline, lead sources, and customer engagement

• Created a collaborative system that supported Sales Engineers, Finance, and Executives with customized views and data

• Reduced friction and increased rep confidence in the platform
  
  

Key Insight
A CRM only succeeds when it’s aligned to how your people work. By building with intention, listening to feedback, and continuously evolving the system, I helped turn HubSpot from just a software tool into a strategic asset.