From 0% to 80% CRM Adoption

LovePack is a manufacturing company in the packaging sector, specializing in custom packaging for equipment requiring high security. The sales team was using the HubSpot CRM, but it was underutilized. It had been configured internally, but lacked options, and the VP of Sales could not access the dashboards she needed.

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The CRM was being used at only 10% of its capacity. Sales reps were filling in data as a chore, without getting any value from the system in return. The result? A database instead of a sales tool.

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The VP had zero visibility on the pipeline—no dashboards, no reports, no reliable way to forecast or track team performance. Sales decisions were based on gut feeling rather than data.

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Without proper tracking, deals were slipping through the cracks and the sales cycle was longer than it needed to be.

Phase 1 — Diagnosis: We mapped the entire sales process with the team to understand their real workflow—not the theoretical one. The problem wasn't HubSpot; it was that the CRM had been built for reporting, not for helping reps sell.

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Phase 2 — Rebuild: We rebuilt the HubSpot CRM from scratch: new fields aligned with the actual sales process, a redesigned pipeline with clear stages, and a comprehensive dashboard consolidating 15 reports for full visibility.

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Phase 3 — Automation & AI: We integrated AI-powered data enrichment using Make AI to automate company research whenever a new opportunity enters the CRM. Tasks are now automatically created based on pipeline stages.

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Phase 4 — Adoption: Multi-session training with full documentation ensured the team could use the system confidently from day one.

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Stack: HubSpot CRM as the central sales platform, integrated with Make  for automated company research and data enrichment.

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Timeline: 3 months from kickoff to full deployment.