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Sage: 75% Less Reporting Time with Custom HubSpot Dashboards and Automated Workflows

Software Development

11-50 Employees

Marketing Hub | Sales Hub | Service Hub
Sage: 75% Less Reporting Time with Custom HubSpot Dashboards and Automated Workflows
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Background

Sage is a B2B technology company serving the senior living industry across the United States. They provide hardware implementation and software solutions to senior living communities, helping them manage operations more effectively.

Sage uses HubSpot as their central CRM platform to manage complex sales processes involving multiple locations, track relationships with senior living communities, and coordinate their dual business model of hardware implementation and recurring software services. However, their rapid growth had created significant operational challenges.

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Problem

Despite having HubSpot in place, Sage's team was struggling with several critical issues that were limiting their growth potential:
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  • Scattered Sales Intelligence: The CEO and Sales Director couldn't easily see which deals the CEO was personally involved with or measure the impact of his involvement. They suspected CEO-touched deals closed faster and at higher rates but had no data to prove it.
  • Manual Reporting: The finance and accounting teams were requesting monthly forecasting reports that required hours of manual data extraction and formatting. Sales was spending entire days each month pulling deal information from multiple sources to create basic revenue forecasts.
  • Disconnected Multi-Location Sales: Their enterprise clients often needed quotes for multiple senior living locations under one parent company. The existing process was completely manual, creating inconsistent proposals and making it difficult to track deal progress across related locations.
  • Broken Association Management: Critical data wasn't flowing properly between their custom Communities object and related Deals. When communities went live, the associations and pipeline stages weren't updating automatically, causing reporting gaps and missed revenue recognition.
  • Inefficient Product Management: With separate hardware and software business lines, their product catalog was disorganized. Sales reps struggled to create consistent quotes, especially for their "debundled pricing" option offered only to first-time customers.

These challenges were creating a domino effect - longer response times meant families in crisis had to wait longer for help, staff burnout was increasing due to administrative overhead, and the organization couldn't demonstrate their impact to funders and stakeholders.

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Solution

We implemented a structured approach to transform Sage's HubSpot operations across three key areas:

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HubSpot Forecast Report showing the "Companies with Open Deals" dashboard displaying occupancy-adjusted amounts, pilot communities count (115), and a detailed company data table with potential ARR, communities under management, deal names, and creation dates. HubSpot Forecast Report showing the "Companies with Open Deals" dashboard displaying occupancy-adjusted amounts, pilot communities count (115), and a detailed company data table with potential ARR, communities under management, deal names, and creation dates.

Part 1: Executive Sales Intelligence & Custom Dashboards

  • Built specialized dashboard tracking CEO's deal involvement with engagement metrics and win rate analysis
  • Created automated forecasting reports for accounting team with real-time deal value calculations and pipeline stage tracking
  • Developed custom time-to-close reports for both "New Business" and "Growth Expansion" pipelines
  • Set up activity leaderboards showing sales rep performance across their seven key target companies

Part 2: Advanced Workflow Automation

  • Implemented automated association labeling when Communities reach "Live" status, ensuring proper revenue tracking
  • Created deal-to-community property synchronization workflows to eliminate manual data entry
  • Built automated pipeline stage updates when deals close, triggering proper community status changes
  • Set up Go-Live recap form with automatic Slack notifications to keep implementation teams informed
HubSpot workflow automation interface showing "Apply association labels when Community pipeline stage = Community Live" with enrollment trigger for communities, conditional logic based on pipeline stage, and automated association label application step. HubSpot workflow automation interface showing "Apply association labels when Community pipeline stage = Community Live" with enrollment trigger for communities, conditional logic based on pipeline stage, and automated association label application step.
HubSpot quote template customization interface showing a Sage-branded sample quote with editable components, including the logo, buyer details, reference numbers, and pricing tables for hardware and software, with a customizable fields panel on the left. HubSpot quote template customization interface showing a Sage-branded sample quote with editable components, including the logo, buyer details, reference numbers, and pricing tables for hardware and software, with a customizable fields panel on the left.

Part 3: Quote Template & Product Organization System

  • Designed custom multi-location quote templates supporting hardware, software, and debundled pricing sections
  • Organized product library into clear categories with proper SKUs and billing frequencies
  • Created automated line item bundling workflows to ensure consistent pricing across deals
  • Built cover summary templates showing per-location totals for enterprise-level proposals
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Results

We successfully delivered a complete HubSpot transformation that addressed all of Sage's operational challenges:
  • Executive Sales Intelligence Delivered Built a custom dashboard showing CEO deal involvement with engagement tracking, enabling data-driven decisions about when executive involvement adds the most value.
  • Automated Monthly Forecasting Created a sophisticated reporting system pulling deal data with proper exclusions (pipeline filters, deal stage filters) that generates accounting reports in minutes instead of hours.
  • Multi-Location Quote System Implemented Delivered custom quote templates supporting complex enterprise deals with multiple locations, branded summary covers, and automated calculations for hardware and software components.
  • Workflow Automation Activated Implemented seven different automated workflows handling everything from community status updates to deal-close triggers, eliminating manual data synchronization tasks.
  • Product Catalog Optimization Completed Organized the entire product library with proper categorization, automated bundling logic, and clear pricing structures for both business lines.
  • Custom Reporting Suite Built Delivered dashboards for seven key target companies showing conversion funnels, engagement tracking, and sales activity breakdowns specific to senior living industry needs.

 

Studies show that businesses using advanced HubSpot reporting and automation features see significant improvements in sales productivity, with custom dashboards enabling teams to make data-driven decisions that improve ROI and operational efficiency.

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