How a worldwide SaaS company in the specialty coffee industry transformed its pipeline visibility and cut ad spend waste.
The situation
A fast-growing SaaS company serving the global specialty coffee industry had outgrown its spreadsheet-based CRM setup. Sales reps were working in silos, leads were falling through the cracks between marketing and sales handoffs, and their Google Ads account was burning budget without clear conversion attribution. They had a great product and real global demand — but no infrastructure to capture and convert it efficiently.
Our approach
Full setup: pipeline stages tailored to their sales cycle, lead scoring model, lifecycle stage automation, and deal attribution. Sales and marketing finally sharing the same data.
Automated email sequences for different audience segments (roasters, importers, café groups). Each sequence tailored to the buyer's stage and market region.
Complete account audit and rebuild. New campaign architecture separating by product line and geography. Conversion tracking properly set up end-to-end.
Monthly performance reports connecting CRM data with paid media results. Full visibility from first click to closed deal.
Results
How it happened
Full audit of existing CRM data, Google Ads account, and sales process. Architecture for the new HubSpot setup defined.
CRM implemented, pipelines configured, team trained. First automations live. Google Ads restructured in parallel.
Lead scoring refined based on real data. Ad campaigns optimized weekly. Attribution model validated.
New markets added to campaigns. HubSpot expanded with new workflows as the team grows. Monthly consulting continues.
"Before HubSpot, we had no idea where our best leads were coming from or what happened to them after the first touch. Now we have complete visibility — and our Google Ads are actually working."— Head of Sales, Global Coffee SaaS Company
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