GTM INFRASTRUCTURE

You can't scale what you can't measure. Build your revenue machine. from chaos to predictability

Your spreadsheet tracks leads. Your email is shared group inbox. You have no idea what's working or what customers cost. We build the operational infrastructure that turns GTM into a scalable, repeatable process and shows you your actual unit economics.

THE PROBLEM

Lead Visibility and Unit Economics Are Missing

A lead comes in through your website. Where does it go? Email inbox? Spreadsheet? Slack? Sales rep's desk? Nobody knows the conversion rate. Marketing says "100 leads/month." Sales says "25% close." But which leads? From what source? Did they actually convert? Your pipeline is invisible. You can't answer: "What's my CAC?"

You're treating all leads equally. Whitepaper downloaders from 6 months ago get same treatment as demo requesters from 2 hours ago. Sales spends time on cold leads when hot leads are waiting. Efficiency: zero. Email is unmeasurable. You send campaigns, see open rates ("Is 20% good?"), but have no idea if emails drive behavior.

Your tech stack is chaotic: Mailchimp, Google Forms, spreadsheets, Slack, Google Analytics. Nothing talks to anything. Manual data entry is massive. You're losing deals because of data friction, not because you're bad at sales. Companies with proper CRM and automation see 50% faster sales cycles, 30% higher conversion rates, 40% reduction in operational overhead.

Without CRM: sales cycle opaque, deal value uncertain, cost per lead unknown

With CRM: revenue forecast 85%+ accurate, conversion rates by stage/source visible, unit economics clear

Lead scoring alone improves conversion 20-30% by routing best leads to sales

Automation reduces manual admin 60%—time your team can spend selling instead of data entry

WHAT WE BUILD

CRM + Automation Infrastructure

CRM Selection & Setup: evaluate HubSpot, Salesforce, Pipedrive, Copper based on your sales process. For 95% of DACH SaaS, HubSpot is right: easy to use, built-in email/automation, good integrations, scales from pre-PMF to Series C. Configure sales pipeline (stages, fields, workflows). Set up reporting dashboards (pipeline, conversion rates, rep performance).

Lead Management: design lead scoring (behavioral + demographic). Automate lead assignment (route to right rep by territory). Create lead nurture workflows (cold leads auto-email sequences). Set up MQL → SQL handoff (marketing to sales with clear criteria). All documented and transparent.

Integrations: website forms → CRM (auto-create leads). Email → CRM (email activity logged). Calendar → CRM (meetings auto-logged). Payment processor → CRM (revenue synced). Analytics consolidated. By month 1, data flows automatically from all sources. Manual work drops 80%.

CRM live with sales process documented (6-8 pipeline stages)

Lead scoring model (20+ behavioral signals) with MQL threshold defined

8-12 core workflows running (welcome, nurture, demo follow-up, re-engagement)

3-5 dashboards live (marketing, sales, executive, monthly reporting)

All integrations live (forms, email, calendar, payment processor)

Team trained with documentation and video walkthroughs

BEFORE VS AFTER

Spreadsheet Era to CRM Era

Before: lead visibility in spreadsheet with no real-time updates. After: CRM dashboard with live updates. Before: manual email forwarding for assignment. After: automated lead router by territory. Before: gut-feel scoring. After: data-driven scoring with 20+ signals. Before: unknown email open/click rates. After: every open and click tracked.

Before: sales cycle opaque (when are we closing?). After: clear stages, predictable timeline. Before: deal value uncertain. After: amount and probability tracked. Before: revenue forecast is a guess. After: data-driven, 85%+ accurate. Before: time spent on admin 15+ hours/week. After: 3-5 hours/week.

Before: conversion rates by source unknown. After: conversion visibility by stage, source, and rep. Before: CAC unknown. After: known (€45-250 depending on source). Before: sales activity invisible. After: activity tracking (calls, emails, meetings logged).

Lead visibility: manual → real-time CRM dashboard

Lead assignment: manual → automated by territory/criteria

Lead scoring: intuition → data-driven (20+ signals)

Cost per lead: unknown → known (€45-250 by source)

Cost per acquisition: unknown → known (€3K-8K by segment)

Sales cycle: opaque → clear stages, predictable

WHY IT MATTERS

The Operational Advantage of Data

50% Faster Sales Cycles

Clear pipeline visibility + lead scoring + automation = faster deals. You know which leads are ready. Sales knows priorities. No guessing. Typical sales cycle: 4 months → 2.5 months.

30% Higher Conversion Rates

Better lead qualification + right rep assignment + timely follow-up = more deals close. MQL → SQL improves 20%. SQL → opportunity improves 10%. Compounding effect.

40% Reduction in Admin Overhead

Automation eliminates manual data entry, email forwarding, lead status updates. Your team sells instead of managing spreadsheets. 1 FTE of effort recovered—that's €80K-120K in productivity.

Predictable Revenue

When you know conversion rates by stage, you can forecast. €5M in pipeline at 20% conversion = €1M in revenue. Your forecast is 85%+ accurate, not a guess.

HOW IT WORKS

CRM Implementation in Four Phases

Planning & CRM Selection (Weeks 1-2)

Audit your sales process (stages, criteria, timeline). Evaluate HubSpot, Salesforce, Pipedrive, Copper. Document integration needs. Select CRM and plan implementation roadmap.

Setup & Configuration (Weeks 3-6)

Initialize CRM. Configure fields, pipeline stages, custom objects. Set up lead scoring (20+ signals). Configure workflows (4-6 core workflows). Build dashboards. Train team on basics.

Migration & Go-Live (Weeks 7-8)

Export and clean data from old systems. Import into CRM. Validate data quality. Full team training. Soft launch with sales team, then full launch. Daily check-ins week 1-2.

Optimization & Ongoing (Weeks 9+)

Weekly performance reviews. Monthly dashboards. Refine lead scoring (month 3). Add new workflows quarterly. Quarterly business reviews. Annual tech stack review. 20-40 hours/month support.

COMMON QUESTIONS

CRM & Marketing Automation FAQ

How long does CRM implementation take?

8 weeks total: weeks 1-2 planning, weeks 3-6 setup, weeks 7-8 migration/launch. If you already know which CRM you want, compress to 6 weeks. Legacy data migration adds 1-2 weeks.

Which CRM should we choose?

For 95% of DACH SaaS: HubSpot. It's the right balance of ease, built-in functionality, integrations, and scalability. Enterprise-focused companies (50+ sales reps) might consider Salesforce. Sales-first startups might try Pipedrive.

What if we already use an email platform?

We can integrate it, but HubSpot's built-in email is better (more automation power). Tier 1 (most integrated): HubSpot CRM + HubSpot Email. Tier 2: HubSpot + Klaviyo/ActiveCampaign. Tier 3: HubSpot + Mailchimp (basic integration).

How much should we migrate from the old system?

Migrate: current customers, named accounts, active opportunities, historical emails. Don't migrate: leads >6 months old (data quality poor), test data, duplicates. Rule: if you're not actively working it, don't migrate.

How do we ensure team adoption?

Make it easy (HubSpot > Salesforce in ease). Train thoroughly (4 hours per person + ongoing support). Lead by example (VP uses it religiously). Use it for commissions (reps care if it affects pay). Review weekly (team sees it matters).

Should we set up lead scoring immediately?

Yes, but start simple. Use explicit scoring only (actions: demo +20 points, pricing page +5 points). Add demographic fit after 3 months of data. Start with 20 points = MQL threshold. Adjust based on actual conversion.

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