Industry
Business Consulting
Challenge
TIAA Ltd, a leading business assurance provider, faced significant operational challenges stemming from low HubSpot adoption beyond the bids team. With only 5% of required staff using the CRM, most teams relied on isolated spreadsheets and informal processes. This fragmentation caused a lack of real-time commercial visibility, misaligned departments, untracked renewals, lost revenue opportunities, and manual reporting burdens for leadership. The absence of a unified system impeded effective collaboration, hindered growth, and posed ongoing risks to revenue and client satisfaction.
Results
Following AutomateNow's engagement, TIAA transitioned to a unified HubSpot Enterprise environment with 40 seats, supporting near-complete adoption across all teams. All commercial workflows, including bids, contract renewals, and upsells, are now standardised and tracked within HubSpot. Leadership gained instant access to up-to-date commercial data, eliminating manual reporting and reducing errors. Revenue risk is now fully captured, and a phased integration roadmap is further connecting all systems for enhanced operational efficiency and scalability. The transformation began with an alignment workshop, building confidence and setting the stage for a long-term strategic partnership.
Key Product
Data Migration, Tech Setup, Sales Automation, Buyer Journey Workshop
Before the workshop, I had to ask everyone individually just to understand where we stood commercially. Now I can see everything in one place. That change alone was worth it.
About TIAA
TIAA Ltd is one of the UK's largest specialist internal audit and business assurance providers, serving public sector organisations. With over 150 employees across England, Wales, and Scotland, TIAA manages complex bids, multi-year contracts, and consulting engagements for NHS trusts, local authorities, housing associations, charities, and educational institutions.The Challenge
Prior to partnering with AutomateNow, TIAA Ltd operated with disconnected processes across its six directorates and specialist teams. While HubSpot was available, only the bids team consistently used it. The rest of the organisation relied on individual spreadsheets and informal workflows, leading to a lack of commercial visibility, missed contract renewals, and untracked revenue.
Directors could not access real-time data without manually collating reports, and there was no single system to monitor client relationships from tender to delivery. This fragmentation limited growth, reduced operational efficiency, and increased the risk of revenue leakage.
The Solution
Recognising HubSpot's potential but lacking a clear path forward, TIAA sought AutomateNow's expertise. AutomateNow delivered a structured alignment workshop involving all department heads and leadership, fostering shared understanding of the business challenges and opportunities.
As stated by Anna Drogon - AutomateNow's Operations Manager, "They knew HubSpot could solve it. But they did not know where to start, and they needed someone to come in and help them see the full picture before making any decisions." The workshop mapped current processes, identified gaps, and established a unified vision. AutomateNow then designed and implemented a phased HubSpot Enterprise rollout, building out Sales Hub for bids and contract management, creating pipelines for upsells and renewals, and integrating external systems. This approach ensured every team could adopt the platform confidently and consistently.
Reflecting on the process, TIAA's leadership team with their Commercial Director David Foley shared, "The workshop gave us clarity we did not have before. For the first time, every department head and the commercial team were in the same room, aligned on the same problems, and confident about where to go next."
The Results
The impact of AutomateNow's intervention was transformative. TIAA achieved near-full HubSpot adoption, expanding to 23 Enterprise and 17 Core seats, with every commercial workflow—from initial bid to renewal—now visible and standardised within the platform. Commercial data is available instantly to leadership, eliminating manual requests and reducing reporting errors. All revenue risk is now captured, preventing missed renewals and unbilled contracts.
Operational efficiency has improved through process automation and integration, while data quality and reporting confidence have been restored. The journey began with a single workshop, laying the foundation for scalable growth and an ongoing partnership between TIAA and AutomateNow. Metrics highlight the success: 40 HubSpot seats, 5+ systems mapped, adoption increased from 5% to near-complete, and 100% revenue risk captured.
