How AutomateNow Helped Proud Group Visualise a Complex Sales Pipeline

The Challenge

Proud Group, led by the meticulous and forward-thinking Aster Papazyan, approached AutomateNow with a clear objective: to make the most of their HubSpot licence by centralising sales operations, gaining better visibility over pipeline activity, and streamlining processes across the team.

At the time, they were working with a clunky legacy system that lacked integration, had patchy data, and couldn’t support their growing team effectively. Sales activity was hard to track, reporting was disjointed, and onboarding new staff meant hours of manual hand-holding. They knew they needed a CRM that could keep up with their ambition — and a partner who could help get them there.

Summary of Challenges

• Migrating a large volume of historical transaction data into HubSpot

• Creating a highly structured and tailored sales pipeline

• Enabling efficient lead and activity tracking

• Supporting junior staff with system training

• Bridging reporting gaps caused by external marketing tools

• Building a scalable CRM process for long-term growth

The Solution

After evaluating CRM options, Proud Group selected HubSpot for its flexibility, ease of use, and powerful automation. But setting it up right was just as important as the tool itself. That’s where AutomateNow came in, not only to implement the platform, but to tailor it around how Aster’s team actually worked.

“Aster’s approach was very methodical and well planned: first move data, then move processes, then add automations, and finally reporting and dashboards. His objective was to move all his sales processes into HubSpot and add much more automation so that his team can achieve more with their time.”
— Anna Drogon, Head of Projects, AutomateNow

AutomateNow began by importing thousands of historical transactions into HubSpot from spreadsheets, preserving all key data so the team had a complete view of past and present deals in one system.

Next came a fully customised pipeline, built to Aster’s exact specifications, with clearly defined stages and internal guidance. Every step included structured fields that told sales reps what information to gather and when, from floorplans to decision-makers and payment milestones.

Beyond setup, AutomateNow provided hands-on support with weekly training sessions, helping new team members learn everything from CRM filtering to reporting and segmentation. This not only improved confidence across the team, but allowed Aster to focus on long-term business growth instead of micromanaging process.

“My favourite part of implementation work is getting to know my clients. Aster is a great teacher of mindfulness and meditation — not something I expected to learn on a Zoom call.”
— Anna Drogon

The Results

With everything now running through HubSpot, Proud Group’s sales and marketing teams are more aligned and effective than ever.

• Centralised CRM: All customer data, old and new, is now in one place, removing the need to jump between systems.

• Stronger team performance: Clear processes and pipeline visibility have helped reps stay organised and focused at each stage of the sale.

• Faster lead response: Automated lead assignment and response tracking ensure no opportunities fall through the cracks.

• Smarter onboarding: Weekly training sessions made it easy to upskill junior hires and get them contributing quickly.

• Better decision-making: Dashboards and custom reports give real-time insights into revenue forecasts, team performance, and sales progress.

“The goal was to make HubSpot the core of everything sales-related, and we’ve achieved that. It’s now a tool the whole team can rely on.”
— Aster Papazyan - Managing Partner, Proud Group

Proud Group now has a solid CRM foundation they can build on, and with future plans for product feedback workflows and deeper automation, HubSpot will continue to evolve alongside their business., and they have something they can be PROUD of.