Case Study
Client in the Wellness and Health vertical
Client: An enterprise client in the wellness and health vertic
Industry: B2B manufacturer and contract producer serving the wellness and health market, selling into many industries
Company Size: US Enterprise
Services: CRM Technical Foundation, Marketing Automation, Sales Cadence Design, Systems Integration, Custom Integration Development, Training
Engagement Type: CRM and sales-process specialist, brought in through the client’s Agency Partner
The Leads Were Coming In. Nobody Could See Who Was Working Them.
What the Client Came In With
The website produced a steady volume of inbound quote requests. Lead generation was not the problem.
After a lead arrived, every step was manual. Someone entered it into the ERP, worked out the industry and customer type, decided who owned it, and followed up. The sales team was overwhelmed and had no cadence or accountability process build in. Leads were tracked in Excel, so a follow-up on a large quote and a follow-up on a small sample order carried the same priority. Follow-ups were missed. There was no reliable way to see which leads were being worked and which were sitting. Email nurture ran on adhoc manual schedule.
What the Assessment Revealed
The ERP, Salespad on Microsoft Dynamics GP, was a good system for what it was built to do: logistics, orders, customers. It was not built for pre-sales. The sales process had no home in it, so the team ran the process mostly in spreadsheets instead.
There was no connection between the ERP, the sales process, and the email platform. Data moved by hand. Many inbound web forms were customer-support requests landing on the sales team. Nobody had a cadence, ownership rules, or scoring to prioritize who to follow up with. Management could not see sales-team performance.
A Big Quote and a Sample Order Had the Same Priority. Not Anymore.
What We Built
HubSpot was configured as the sales CRM. Web forms, contact, product inquiry, discovery call, were wired straight into it. Calendly was integrated for scheduling.
A two-way sync through Cavallo’s native connector keeps customer, quote, and order data flowing between the ERP and HubSpot without re-keying.
Inbound leads route automatically by account relationship and industry type. If a lead cannot be assigned, it goes to triage for enrichment and scoring, then gets an owner. Support requests are classified separately, and visibility permissions mean the support team only sees support deals.
Lead scoring runs at company and contact level, combined into one sortable score to make prioritization easier.
A cadence now covers every lead: stage-based follow-up reminders, quote reminders, a flag when a deal sits too long in a stage, a flag when an account goes quiet, a task for every new deal.
Website page views and form activity are written to the contact record.
One dropdown on the lead sets its track: win-back, post-quote follow-up, or long-term nurture. A custom-built sync pushes the matching HubSpot list to Klaviyo. Off-the-shelf HubSpot-to-Klaviyo connectors from SaaS providers carry expensive monthly fees, so we built the integration instead.
ABM tagging marks target accounts. Two days of hands-on training got the team working in the system.
The Outcomes
Every inbound lead has an owner and is tracked. Routing assigns automatically; if it cannot, the lead goes to triage, is enriched and scored, and the triage team assigns the owner.
Missed follow-ups are dramatically reduced. Excel had no cadence and no priority. The system sets both.
Management can see performance. Dashboards show time in each stage and each rep’s average turnaround time.
Sales and support are separated by visibility, not by queue. One pipeline; permissions mean support only sees support requests.
Nurture and win-back run from one CRM field, which drives the Klaviyo sync.
The ERP no longer does pre-sales CRM work.
The custom HubSpot-to-Klaviyo sync paid for itself within three months.
A Cadence for Every Lead. Accountability for Every Rep.
Why It Worked
A precise set of workflow automations establishes a cadence for every lead and makes the sales team accountable. A process, enforced by the system.
Nothing was replaced. The ERP stayed the system of record. The email tool stayed. Reporting stayed. HubSpot was added for the one job the ERP was never built for, and the work was connecting them.
Where an off-the-shelf connector meant a permanent monthly fee, we built the integration instead. It recovered its cost in three months.
Services involved in this engagement:
CRM Technical Foundation → Marketing Automation →
Sales Cadence Design → Systems Integration (ERP to CRM to Email) →
Custom Development