CRM and RevOps that scale revenue, not admin

CRM automation uses workflows, scoring and routing inside your CRM to cut manual work and speed up follow-up. RevOps (revenue operations) aligns marketing, sales and customer teams around one source of truth. We implement both in HubSpot and Microsoft Dynamics 365, from data models and lifecycle journeys to lead routing, SLAs and revenue reporting.

Automation is paired with enablement and governance so adoption sticks after go-live.

• Faster response times and better lead conversion
• Revenue and RevOps reporting leadership can trust
• Sales teams focused on closing, not CRM admin
• Automated journeys that move prospects and customers forward
• Scalable systems that hold up as teams and volumes grow

Marketing automation guides prospects through the funnel with timely, relevant communication, without spamming or workflow complexity. We build it in six steps.

1. Blueprint: journey mapping, data model and governance. Journeys are mapped by lifecycle stage, with clean data models, consent rules and governance in place. Clear entry and exit criteria, compliant preferences and UTM discipline keep attribution in GA4, Looker and the CRM reliable.
2. Build: behaviour-based workflows. Workflows adapt to role, industry and engagement across welcome, nurture, hand-raiser and re-engagement journeys, while protecting deliverability and list quality.
3. Scoring, routing and SLAs (marketing to sales). Fit and intent scoring is paired with routing and SLA logic. Alerts and escalations fire when follow-up slips.
4. Personalisation and content ops at scale. Dynamic content, smart lists and branching logic personalise messages. Centralised asset management keeps email, ads and CRM tasks consistent.
5. Sales-aware automation. Workflows pause or adjust when sales engages, and nurtures resume for no-shows or stalled deals.
6. Measure: RevOps dashboards and cohort revenue. We report funnel conversion, velocity, attribution and revenue by cohort across GA4, Looker and the CRM.

We automate sales workflows to remove friction, improve follow-up speed and let reps focus on closing deals.

Lead routing and SLA automation

Every enquiry reaches the right rep at the right time. Routing uses variables such as region, account ownership, lifecycle stage, deal value, product interest or intent signals. For B2B teams this includes account-based prioritisation and round-robin or weighted distribution where appropriate. Timers track time to first contact, alerts notify reps of new hand-raisers, and escalation paths trigger when follow-up slips.

Task and activity automation

We automate task creation, reminders and follow-up sequences, triggered by events such as form submissions, email opens, deal stage changes or inactivity. Deal stage prompts guide reps through each step. Activity sync across email, calendar and calling tools logs meetings, calls and emails automatically.

Deal and pipeline automation

Deals can be created automatically from qualified leads or account signals, with owner, value and expected close date pre-populated. Stage progression rules and validations stop deals skipping stages or being parked. We also automate close-won and close-lost workflows, including customer team handovers, churn prevention, win/loss tagging and post-sale reporting.

Sales playbooks and enablement

Playbooks sit inside the CRM and surface talk tracks, objection handling, recommended content, qualification criteria and next steps for each deal stage. We align them with automation rules so system prompts match how the team sells.

Sales performance reporting

Dashboards track conversion rates by stage, sales velocity, win rates, average deal size and SLA compliance across reps, teams and segments, and connect them to pipeline and revenue. Reporting supports coaching and optimisation, not vanity metrics.

See the Dynamics 365 platform and the HubSpot platform pages.

We integrate HubSpot and Dynamics 365 with your marketing, sales, finance and product stack so data flows cleanly. Integration areas are:

• Marketing and ad platform integrations
• Sales and productivity tools
• Finance and billing systems
• Product and data systems
• Integration governance and monitoring

We design end-to-end customer journeys in HubSpot and Dynamics 365 that respond to behaviour, intent and lifecycle stage, without over-automation.

1. Journey mapping by lifecycle stage. Journeys cover lead, MQL, SQL, customer, expansion and churn-risk stages, each with goals, triggers and success criteria.
2. Behaviour-based triggering. Journeys adapt to page visits, form activity, email engagement, product usage or deal stage changes.
3. Cross-channel orchestration. Email, CRM tasks, ads and alerts are orchestrated from one source of truth.
4. Consent and governance controls. Consent management, suppression rules and regional compliance are built in.
5. Journey performance reporting. We track drop-offs, conversions, time to stage and assisted revenue, and refine weak steps.

We design transparent lead scoring in HubSpot and Microsoft Dynamics 365. There are no black-box scores and no inflated MQLs, only clear signals that reflect real buying intent.

• Fit and intent frameworks. Fit scoring checks how closely a lead matches your ICP (industry, company size, role). Intent scoring measures actions that show buying interest.
• Behavioural signal weighting. Behaviours are weighted by depth and recency. For example, pricing page views or demo requests score higher than blog reads or newsletter clicks.
• Dynamic and decaying scores. Scores update as behaviour changes and decay when interest drops.
• Score thresholds and lifecycle progression. Thresholds trigger lifecycle changes, alerts and routing, aligned with SLAs and sales capacity, and are reviewed against conversion data.
• Routing, alerts and SLA alignment. High-intent leads trigger immediate routing, notifications and task creation, with escalations when SLAs are missed.
• Score transparency for sales. Sales can see in the CRM why a lead scored highly: fit criteria, recent behaviours and intent drivers.
• Calibration and reporting. We recalibrate against conversion rates, pipeline creation and revenue, and report conversion, velocity and revenue by score band.

Lifecycle nurtures are email and CRM programs that guide prospects and customers forward without spamming or noise. They cover stage-based nurture design, personalisation at scale, sales-aware nurtures, re-engagement and recycling, and nurture effectiveness reporting.

Start with the CRM automation sprint, and see our results and resources.