How a Telecommunications Distributor Achieved Sales Execution Efficiency and Eliminated Lead Leakage with HubSpot

Their Pipedrive setup wasn't scaling with their regional expansion, but the full scope of the problem only became clear when they mapped their actual sales process against what their CRM could support. The system was structurally incompatible with how a multi-regional sales organization needs to operate, and every workaround they'd built to compensate was creating new points of failure.

• Leads Were Disappearing Between Capture and Assignment: When leads came in from trade shows like BICSI Winter or website forms, there was no automated way to route them to the right regional manager based on geography. Sales reps manually checked for new leads, creating delays and territory disputes. High-value prospects from competitive events sat unworked for days. The cost: missed conversion windows in a market where response time determines whether you win the bid or lose to a faster competitor.

• Sales Activity Was Invisible to Leadership: Without reporting infrastructure, leadership had no way to answer basic questions: Which regions were performing? How many deals were stuck in quoting? Were reps following up consistently after discovery calls? Decisions were made from gut feelings and anecdotal updates in weekly meetings. When a board member asked about pipeline health, the answer required manual spreadsheet work and took days to compile.

• The NetSuite-HubSpot Gap Created Manual Work and Data Drift: The sales team worked in HubSpot, while operations and finance lived in NetSuite. When quotes were generated in NetSuite, someone had to manually update the corresponding deal stage in HubSpot. When purchase orders were processed, that information lived in one system but not the other. Sales reps couldn't rely on their pipeline data to be current, and leadership couldn't get a unified view of where deals actually stood.