Connecting sales, marketing and the customer journey
Detectamet had chosen HubSpot. But choosing the CRM was only the beginning.
Sales and marketing needed to work from the same view of the customer, with the right data, processes and automation sitting underneath it. That meant more than switching HubSpot on and importing a database.
We worked with the team to understand how Detectamet actually sells, how marketing supports that journey and where technology could remove friction. Then we built HubSpot around the business, not the other way around.
HubSpot. Set up properly.
Before touching the configuration, we mapped how the team worked day to day. Sales stages. Customer types. Lead journeys. Marketing activity. Reporting requirements. The lot.
From there, we created a phased rollout, beginning with the UK team and building a clean, usable CRM foundation that could grow with the wider business.
What we implemented
This wasn’t an out-of-the-box HubSpot install. We configured the platform around Detectamet’s sales and marketing operation, including:
- Custom deal pipelines aligned to real sales stages
- Contact and company segmentation
- Lifecycle stages and marketing automation
- Lead capture forms, pop-ups and CTAs
- Sales and marketing dashboards
- Magento and Sage 200 integration points
- Migration from Mailchimp into HubSpot
- Team training and custom user guides
- Support through rollout and early campaigns
And importantly, we made sure people actually used it.
The tech setup
What was running under the hood:
- CRM: HubSpot Sales & Marketing Hub
- Integrations: Sage 200 (custom API), Magento, Mailchimp
- Automation: Lifecycle emails, lead scoring, deal-based workflows
- Reporting: Custom dashboards for key performance tracking
- Training & Adoption: Pilot onboarding + documentation
What it changed
With the foundations in place, sales and marketing had something they hadn’t had before: a connected view of the customer.
- Better visibility across accounts, activity and pipeline
- Marketing built around real customer data and behaviour
- Smarter, better-timed follow-up and automation
- Reporting that gave teams a clearer view of performance
- A scalable CRM platform built to expand across the wider business
This was lightyears away from a standard CRM install. This was about giving Detectamet the infrastructure to connect its sales and marketing operation – and a platform that could keep evolving with the business.
How it connected to the API build
HubSpot was only as powerful as the data feeding it.
Detectamet’s customer and transaction data lived in Sage 200, so CMA built the custom API that connected the two systems, bringing that data into HubSpot and giving sales, marketing, automation and reporting a much richer view of the customer.
Want to see what was happening behind the scenes?
Read the Sage 200 + HubSpot API case study →
