Case study · CRM
CRMPulse sales dashboard
Custom HubSpot dashboards and pipeline UX aligned to how the sales team actually works.
Site visit 3
- NorthfleetAt risk · £18k
- Vida£9k · field
Proposal 2
- Apex£61k · legal
Commit 2
- Meridian£42k · verbal
Project context
Client labels may be portfolio names. Signed-off numeric outcomes appear only on FleetFlow in this redesign.
Context
Conflicting dashboards. Excel for every forecast call.
Problem
HubSpot dashboards showed conflicting numbers, reps exported to Excel for every forecast call.
Research
Sales stage workshops, CRM hygiene audit, and shadowing of weekly forecast meetings.
Challenges
Historical data mess, conflicting definitions across regions, change management with senior reps.
Approach
One forecast truth, built around how reps actually sell.
Custom pipeline views, stage definitions aligned to reality, and leadership dashboards with single source of truth.
Site visit 3
- NorthfleetAt risk
- VidaField
Proposal 2
- ApexLegal
- KinSent
Commit 2
- MeridianVerbal
- SolaceSigned
- ApexLegal review£61k
- NorthfleetSite visitRisk
- MeridianCommit£42k
Stages that match how the team actually sells.
Custom pipeline views and stage definitions aligned to reality from sales workshops and forecast shadowing.
Health signals for reps and leaders.
Role-specific home screens and deal health indicators, including mobile-friendly views for field reps.
One source of truth for forecast calls.
Leadership dashboards designed so forecast meetings stop starting in Excel.
UX / UI decisions
UX and UI decisions that shaped the build.
Interface choices
Role-specific home screens, deal health indicators, and mobile-friendly views for field reps.
Solution
Forecast noise, then leadership views people open.
Custom pipeline views, stage definitions aligned to reality, and leadership dashboards with single source of truth.
Before
Conflicting HubSpot numbers; reps exported to Excel before every forecast.
After
Custom pipeline views, aligned stage definitions, and leadership dashboards as a single source of truth.
HubSpot export.xls
| Deal | Stage |
|---|---|
| Northfleet | ? |
| Apex | ok |
| Meridian | ? |
Site visit 3
- NorthfleetAt risk · £18k
Proposal 2
- Apex£61k · legal
Commit 2
- Meridian£42k · verbal
Illustrative Before / after pattern · no client data shown
Engineering
HubSpot objects and alerts with a rollback path.
HubSpot custom objects, automation rules with rollback, and scheduled data quality alerts.
Frontend
- Role-specific home screens
- Mobile-friendly rep views
Delivery
- HubSpot custom objects
- Automation with rollback
- Data quality alerts
Capabilities
CRM
- HubSpot
Outcome
What shipped for sales leadership.
Custom pipeline views, stage definitions aligned to reality, and leadership dashboards with single source of truth.
Measured outcome metrics are not published on this case until signed off. The narrative above is from the verified case source.
Where this work lives