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HubSpot Marketing & Sales Hub Implementation for Excellon Software

Client Overview

Excellon Software is a technology company delivering enterprise software solutions. The leadership team wanted to standardize marketing and sales operations on HubSpot to improve execution, visibility, and decision-making across the revenue funnel.
The Smarketers was brought in as the HubSpot implementation and onboarding partner to design, configure, and operationalize both Marketing Hub and Sales Hub.

The Challenge

Before HubSpot implementation, Excellon Software faced common RevOps gaps:
  • Marketing and sales working in silos
  • Manual lead assignment and follow-ups
  • Inconsistent deal stage tracking
  • Limited visibility for leadership into the pipeline and performance
  • No single system to manage global sales activity
They needed HubSpot configured around their actual processes, not a default setup.

The Solution

We designed a structured demand and lead-management system to ensure every lead was captured, nurtured, and routed correctly.

  • Nurture email workflows mapped to buyer intent and lifecycle stages
  • HubSpot forms with custom properties to capture sales-ready context
  • Segment the leads captured from various forms
  • Automated lead assignment workflows to eliminate manual routing
  • Task escalation workflows to prevent follow-up delays
  • Custom properties to support segmentation, lifecycle tracking, and reporting
  • Monthly Newsletter template setup 

This ensured marketing delivered clean, actionable leads to sales.

Sales Hub was customized to reflect Excellon’s real sales motion and global operations.

  • Sales pipeline customization aligned to Excellon’s deal stages
  • Deal stage automation to reduce manual CRM updates
  • Multi-currency configuration to support international deals
  • Salesperson-wise reports and dashboards for performance tracking

Sales teams now had clarity on what to do, when to do it, and how performance was measured.

To enable faster and better decisions, we built a unified, single-view dashboard for leadership.

  • Combined marketing and sales performance in one view
  • Real-time visibility into lead flow, pipeline, and revenue
  • Clear view of individual and team-level performance
  • One source of truth for leadership reviews and planning

Results & Outcomes

After implementation, Excellon Software achieved measurable operational improvements:
  • Faster lead response times through automated assignment and task escalation
  • Improved sales follow-up consistency with clear ownership at every stage
  • Better pipeline hygiene due to deal stage automation
  • Reduced manual effort across marketing and sales teams
  • Complete visibility into marketing and sales performance for leadership
Most importantly, HubSpot became a system teams actively used, not just a reporting tool.

Why The Smarketers

The Smarketers focused on translating Excellon Software’s business workflows into HubSpot automation and reporting. Instead of a generic CRM setup, the implementation was designed to support daily execution, team accountability, and leadership visibility.

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