Overview
Recently, MTRevOps partnered with a growing energy services organization that needed more than just a CRM purchase. Their systems, processes, and reporting were fragmented across departments, making it difficult to manage customer relationships, track sales activity, support marketing efforts, and oversee project delivery efficiently. They tried implementing a CRM system in the past but ultimately the purchased program wasn’t compatible with their business model and they were able to achieve full team adoption. This led them to return to their old methods of running a multimillion-dollar business out of spreadsheets, despite noting the massive margins of error (accidentally deleted cells, mis-labeled projects, forgotten zeros, etc.) compounding and costing them time and money.
To solve this, MTRevOps designed, implemented, and trained on a multi-phase operational framework within HubSpot that connected CRM management, sales operations, marketing execution, and project management into a unified system. The result was a scalable infrastructure that improved visibility across teams, streamlined day-to-day operations, and gave leadership clearer insight into organizational performance. Take a look.
The Challenge
As the organization continued to grow, operational complexity increased alongside it. While teams were working hard, the systems supporting them were disconnected and lacked the structure needed to scale efficiently.
Several operational gaps were creating friction across the business:
1. Disconnected Systems and Data
The company was managing information across multiple legacy systems, most creating inconsistencies in customer data and limiting visibility across teams.
Without a centralized CRM foundation:
- Data lived in various, ever-altered excel sheets
- Reporting was inconsistent
- Teams lacked a shared operational view
- Manual work increased across all departments
- The money spent in employee’s time exponentially increased
This made it difficult to establish reliable processes or create accurate reporting for leadership.
2. Limited Sales Process Structure
The sales team needed a more formalized pipeline and proposal process that reflected how the business actually operated.
At the time:
- Sales stages lacked consistency
- Visibility into pipeline activity was limited
- Reporting on sales performance was difficult
As the company scaled, the lack of structure manifested in low closing rates and reduced clarity into deal progression.
3. Underdeveloped Marketing Operations
Marketing efforts lacked a centralized system for execution and tracking.
The organization needed:
- Email marketing capabilities
- Landing page infrastructure
- Event tracking functionality
- Better visibility into engagement activities
Without these systems in place, marketing initiatives were harder to execute, measure, and optimize.
4. No Centralized Project Management Structure
Once deals closed, project management workflows became difficult to track operationally.
There was no standardized way to manage:
- Project timelines
- Billing workflows
- File organization
- Project visibility across teams
This created operational silos between sales, delivery, and management.
The Starting Point
When MTRevOps stepped in, the organization had strong internal teams but lacked the operational systems needed to unify processes across departments.
The existing environment included:
- Legacy systems with fragmented data
- Minimal operational standardization
- Inconsistent sales workflows
- Limited marketing infrastructure
- No centralized project management framework
- Reporting challenges for leadership
Much of the organization’s visibility relied heavily on manual communication and disconnected processes.
The Solution
MTRevOps implemented a phased operational rollout designed to build a scalable foundation while supporting adoption across teams.
1. CRM Foundation and Data Migration
The first phase focused on establishing a centralized CRM environment and migrating data from legacy systems into HubSpot. We took time to account for all the data and understand the business from prospecting to closing, ultimately allowing us to build a comprehensive knowledge of what tools, tiers, and custom objects the company would need — and eventually grow into.
This created:
- A unified customer database
- Improved data accessibility
- Cleaner operational processes
- Better cross-functional visibility
By centralizing data early, we established the foundation needed for future operational improvements.
2. Sales Pipeline and Proposal Process Implementation
Next, MTRevOps redesigned the sales process to better align with the company’s real-world workflow.
This included:
- Building a structured sales pipeline
- Standardizing deal stages
- Improving pipeline visibility
- Implementing proposal generation tools
Rather than relying on traditional quote processes, the organization adopted a more streamlined and professional proposal workflow that better supported their sales cycle.
This gave the team greater consistency and improved visibility into deal progression.
3. Marketing Hub Implementation
Once the sales infrastructure was in place, the focus shifted toward marketing operations.
MTRevOps implemented and trained on:
- Email marketing
- Landing page
- Event set up and tracking, resulting in a custom object
This allowed the organization to execute campaigns more effectively while gaining better insight into engagement and marketing activity.
4. Custom Project Management Object
To support post-sale servicing operations, MTRevOps developed a custom project management object within HubSpot.
This framework allowed the organization to manage and automate:
- Project timelines
- Billing workflows
- Operational tracking
- Project-related activities
The solution connected operational delivery more closely with sales and customer data, improving visibility across the entire customer lifecycle.
5. Training and Team Adoption
A major focus throughout implementation was ensuring long-term adoption across departments.
MTRevOps supported the rollout with:
- Live team training sessions
- Supplemental one-on-one support
- Sales-specific enablement sessions
- Ongoing operational guidance
- Tracking tools to establish standard post-sale tasks and hold team members accountable to new processes
This ensured the organization was not only equipped with new systems, but also prepared to use them effectively.
The Outcome
With a connected operational framework in place, the organization gained significantly greater visibility and alignment across teams.
Improved Leadership Visibility
Management could now better understand:
- Team activity
- Pipeline progression
- Operational workflows
- Project status across departments
- One-click forecasting
This improved their ability to communicate performance and operational insights to the executive suite.
More Structured Sales Operations
The sales team now had:
- Clearer pipeline management
- More consistent sales workflows
- Improved proposal processes
- Better visibility into deal activity
This created a more scalable and repeatable sales operation.
A Scalable Foundation for Future Reporting
With the operational infrastructure now established, the team plans to continue refining sales cycle analytics and reporting capabilities.
This will provide:
- Clearer visibility into team activity
- More advanced performance metrics
- Better sales cycle analysis
- Improved strategic decision-making
Key Takeaway
Operational growth requires more than adding software. It requires building systems with custom objects that connect existing teams, processes, and data in a way that supports visibility, accountability, and scalability.
By implementing a phased operational framework across CRM, sales, marketing, and project management, this organization transformed disconnected workflows into a more unified and scalable operational foundation.
Looking Ahead
With the core systems now in place, the organization is positioned to continue evolving its operational strategy through:
- Expanded reporting capabilities
- Advanced sales cycle analytics
- Further workflow optimization
- Continued process refinement
Because operational infrastructure should not only support growth, it should make growth more manageable, measurable, and sustainable over time.
If this is something your company also struggles with, we’re happy to discuss implementing it for you and your goals!