The Challenge
A telecommunications company specialising in SIM card sales was struggling with a bloated, disorganised HubSpot portal. Large volumes of new contacts were frequently imported into the system without clear processes for qualification, segmentation, or lifecycle management. As a result, leads sat idle, sales teams lacked visibility on opportunities, and the CRM was filled with outdated or mis-categorised data.
They needed a comprehensive clean-up of their lifecycle stages, segmentation logic, and workflows, to ensure that real sales opportunities could surface, and their team could focus on qualified prospects.
Summary of Challenges
-
Disorganised contact database with poorly segmented prospects
-
Outdated lifecycle stages blocking lead progression
-
Dozens of conflicting workflows and automation gaps
-
Difficulty surfacing true SQLs (Sales Qualified Leads) for the sales team
-
Managing complex "do not email" and hard bounce lists compliantly
The Solution
AutomateNow conducted a major lifecycle stage clean-up project within HubSpot, tackling both structural and automation challenges.
The first step was to create a master clean-up workflow. This workflow worked top-to-bottom through all contacts, setting lifecycle stages appropriately based on real-time data:
-
Contacts with won deals were maintained as Customers
-
Contacts with open deals were marked as Opportunities
-
Unengaged or dormant contacts were reassessed and reclassified, ensuring no lead was left blocked or stranded
Following this, AutomateNow audited and restructured the client's existing 14 fragmented workflows, consolidating and streamlining them down to 10 efficient workflows — each designed to handle a specific lifecycle transition (e.g., Lead → MQL, MQL → SQL, SQL → Opportunity).
"The goal was simple: clear the backlog, unlock real opportunities, and get the sales team working smarter — not harder."
— Anna Drogon - Implementation Lead, AutomateNow
Special care was also taken to handle contacts flagged as "Do Not Email" for various reasons, protecting data quality and maintaining GDPR compliance.
The Results
After the clean-up, the client’s HubSpot portal became much more dynamic and sales-ready:
-
30,000+ contacts reassessed and properly segmented
-
14 fragmented workflows reduced to 10 streamlined lifecycle workflows
-
Increased lead flow: Dozens of previously stuck leads surfaced and were handed to the sales team
-
Higher sales engagement: The team now had immediate access to a cleaner pipeline, resulting in more outreach, follow-ups, and LinkedIn connections
-
Better forecasting: Improved accuracy in lead reporting and deal pipeline analysis
"Once the lifecycle stages and workflows were properly managed, the sales team immediately started receiving new SQLs they hadn't even known were there before."
Anna Drogon - Implementation Lead, AutomateNow
Thanks to this work, the client’s CRM moved from chaotic and outdated to a powerful sales-enablement tool, providing better clarity, faster action, and ultimately better results.
"Working with the team was a game-changer for us. They not only cleaned up our CRM but helped us unlock leads we didn’t even realise we had. The process was seamless, and the results were immediate, we couldn't be happier."
Product Manager - Communications Client
