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Sometimes a CRM doesn’t need replacing. It needs restructuring around how the business actually works.
PDW Group already had HubSpot in place, but the existing setup no longer fully reflected their commercial processes or gave the team the visibility they needed.
Over six weeks, I worked with the team to re-onboard and optimise their HubSpot environment, starting with a detailed audit of the existing CRM, data, apps and integrations.
From there, I redesigned the CRM architecture around their day-to-day operations, refined lifecycle and deal stages, created separate pipelines for consultancy opportunities and product orders, and introduced a custom Case Studies object.
I also built and improved automated workflows, strengthened the data structure and reporting, created personalised dashboards, and introduced better product and referral tracking. Alongside the technical work, I worked with the team on adoption so the new setup could actually be used consistently after the project ended.
The project closed after six weeks with 47 deliverables completed and zero outstanding actions.
The result was a more structured and scalable HubSpot environment, stronger visibility across prospects, clients, opportunities and revenue streams, and a team better equipped to use the CRM confidently.
For me, this is a good example of why CRM optimisation isn’t just about adding more automation. The underlying structure has to match the way the business actually operates.
The network for creativity
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Creatives on Contra have earned over $150M and we are just getting started
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