Background

NationBetter is a UK-based company that had carefully mapped out their end-to-end sales workflow using Miro boards. While they had HubSpot CRM in place, the system hadn’t been customized to reflect that mapped process. As a result, their CRM felt disconnected from their daily sales operations, which led to inefficiencies, poor adoption, and gaps in reporting.

They needed a way to take their ideal, visually mapped process and bring it to life inside HubSpot.

The Challenge

• HubSpot pipelines and stages didn’t reflect NationBetter’s documented sales process.
  

• Custom fields and properties required for tracking key data were missing.
  

• Team members struggled to follow the system because it didn’t match how they worked.
  

• Reporting lacked accuracy, making it hard for leadership to measure performance.
  
  

Our Approach

1. Process Review & Gap Analysis
   

• Studied NationBetter’s Miro-mapped workflow step by step.
  

• Identified where HubSpot pipelines, fields, and automations diverged from the real sales journey.
  

• Defined what needed to be restructured in HubSpot to align with the mapped flow.
  
  

2. Pipeline Realignment
   

• Rebuilt HubSpot pipelines to mirror the exact stages from Miro.
  

• Created clear stage definitions so sales reps had unambiguous rules for moving deals forward.
  
  

3. Custom Properties & Fields
   

• Configured custom properties to capture unique data points specific to NationBetter’s workflow.
  

• Introduced mandatory fields at critical pipeline stages to improve data quality and consistency.
  
  

4. Tagging & Segmentation
   

• Introduced a structured tagging system for contacts and deals.
  

• Enabled smarter segmentation for reporting, automation triggers, and follow-up strategies.
  
  

5. Workflow Automations
   

• Built automations to trigger reminders, assign tasks, and notify sales reps when deals moved between stages.
  

• Automated internal updates to cut down on manual data entry and ensure consistency.
  
  

6. Dashboard & Reporting Overhaul
   

• Designed customized dashboards aligned with leadership KPIs.
  

• Set up real-time reporting to monitor deal velocity, win rates, and sales rep activity.
  
  

7. Testing & Team Enablement
   

• Tested the new system with sample deals to validate accuracy.

• Conducted role-based walkthroughs to ensure each team member understood how their daily workflow fit in HubSpot.
  
  
  

The Results

• HubSpot was fully aligned with NationBetter’s mapped Miro process, making it intuitive for the sales team to adopt.
  

• The CRM became a living version of their workflow, not a generic system.
  

• Data quality improved thanks to mandatory fields and structured tagging.
  

• Automations reduced manual admin, freeing reps to focus on conversations instead of tasks.
  

• Leadership gained confidence in pipeline visibility, forecasting, and performance reporting.