Restructuring of commercial & marketing processes

Background

Meltone wants to double its turnover by 2028. This ambition presupposes an increase in maturity of their Sales & Marketing processes. The CRM (HubSpot) was not 100% exploited, without a clear structure of segments, marketing leads or reports.

The main challenges:

• Aligning Sales & Marketing Teams On Common Processes
• Structuring data to make lead qualification and attribution more reliable
• Establishing Clear Management Thanks to adapted dashboards

Solutions provided

🔍 Phase 1 — Audit & Analysis

• Interviews and Shadowing with Sales and Marketing Teams
• Audit of the Existing Data Model
• KPI analysis report, scoring, HubSpot uses

🤝 Phase 2 — Workshops & Alignment

• Definition of processes: prospecting, closing, upsell/cross-sell, lifecycle
• Implementation of segmentation models (size, sector, persona)
• Definition of KPIs, dashboards, account hierarchy
• Pipeline alignment, status and business methods

⚙️ Phase 3 — Implementation & Documentation

• HubSpot configuration: process, fields, views, views, scoring, workflows
• Creation of dashboards (Lead Gen, Sales Activity, Marketing, Business Editor)
• Detailed Loop documentation (Sales Playbook, Process maps)
• Teams training & support channel
• Cleaning the CRM database

Results

• THE CRM Structured and Adopted by the sales and marketing teams.
• Unified processes (prospecting, closing, upsell, lifecycle).
• Leads now automatically assigned and nurtured.
• Business-oriented dashboards, adapted to different audiences (Codir, Sales, Marketing, Finance).
• Better exploitation of data, making it possible to manage growth strategically.