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Situation
Situation
Best Sheds is one of Australia's leading providers of barns, garages, steel sheds, and residential building solutions, operating across nine states with a national sales team of approximately 40 reps.
Despite strong inbound demand and major investments in marketing, Best Sheds' sales and marketing operations had not evolved with the business. Lead management, follow up, and pipeline visibility all depended on an industry specific CRM and manual processes. As the team grew and enquiry volumes increased, the gap between lead capture and sales execution became a risk to revenue.
The Problem
Core Challenges
Best Sheds encountered several operational challenges that limited performance:
Limited Lead Capture Across Channels
Not all enquiries submitted Online Designer were not automatically flowing into the CRM.
Manual intervention was required to capture and log leads, creating delays and gaps in the data.
Sales Execution Dependent on Individuals
Activities including follow-ups, and deal updates relied on people rather than system enforced workflows.
When those individuals were unavailable, processes stalled and leads fell through the cracks.
No Standardised Follow-Up Process
Sales reps tracked their own follow-ups manually, with no enforced cadence or visibility across the team.
Inconsistency across 40 reps meant deal progression varied depending on the individual.
Slow Response to New Enquiries
The lag between a prospect submitting a design request and a sales rep making contact was driven by manual processing.
High-intent leads were cooling before the team could engage them.
Lack Of Pipeline Visibility Across Nine States
Managers had no reliable view of lead distribution, rep activity, or deal stage progression at a regional level.
There was no structured reporting to identify bottlenecks or performance gaps across the national team.
Legacy CRM Limiting Scalability
ACT CRM lacked the automation, integration, and reporting capabilities required to support a growing, distributed sales operation.
Attempts to work around its limitations added operational overhead rather than solving the underlying gaps.
Consequence
Impact
These inefficiencies had consequences:
Leads Lost at the Point of Capture
Enquiries submitted through the ACT Online Designer were not guaranteed to reach the CRM, meaning real revenue was being left at the top of the funnel.
Revenue Exposure From Individual Dependency
With no system enforcing process, the departure or absence of a key team member could disrupt lead allocation and follow-up across an entire region.
Inconsistent Sales Execution Across the Team
With 40 reps operating without a standardised process, the quality and speed of sales engagement varied widely, directly impacting conversion rates.
Managers Operating Without Reliable Data
Without dashboards or structured reporting, regional managers were making decisions based on incomplete information, limiting their ability to coach, redirect, or intervene.
Missed Conversion Opportunities
Slow follow-ups and unmanaged pipelines meant that high-intent prospects who had already invested time in the design tool were not being engaged quickly enough to convert.
Solution
Solution: Streamlining GTM With a Scalable HubSpot Operation
ScaleStation partnered with Best Sheds to integrate ACT CRM to HubSpot and build an automated, nationally scalable sales operation. Key initiatives included:
ACT Online Designer Integration
- Built a real-time webhook integration between the ACT Online Designer and HubSpot Content Hub, capturing every form submission automatically.
- Configured automated mapping of ACT dimensions data to the corresponding HubSpot contact and deal records for each job.
- Replaced all legacy website forms with native HubSpot forms to ensure complete lead capture across every entry point.
Custom Sales Pipeline Build
- Designed a bespoke sales pipeline aligned to the Best Sheds process, from initial enquiry through to conversion.
- Added mandatory custom properties at each deal stage to enforce structured data capture and reason-for-loss visibility.
- Built automated task creation and internal notifications at each stage transition to enforce timely follow-up.
National Team Structure and Permissions
- Configured team-based structures and role permissions aligned to Best Sheds' nine-state regional model.
- Ensured managers had appropriate visibility to monitor lead distribution and rep performance within their region.
- Delivered a scalable permissions framework that supports team growth without requiring manual reconfiguration.
Reporting and Dashboard Infrastructure
- Built dashboards covering lead allocation, sales pipeline health, and individual rep activity across the national team.
- Replaced manual reporting with real-time views, enabling managers to identify bottlenecks without waiting on manual updates.
- Designed reports giving leadership a consolidated view of performance across all nine states.
Sales Enablement and Adoption
- Configured email message templates and shared inbox connectivity to reduce manual drafting effort and improve lead response time.
- Delivered structured training across all 40 sales representatives, delivered state-by-state to drive complete HubSpot adoption.
- Ran regular working sessions with key stakeholders to clarify sales process requirements and maintain implementation momentum.
Insights
Outcome: Quicker Follow Up, Greater Visibility and Improved Conversion
During Implementation Best Sheds achieved measurable results:
Before
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ACT CRM with no automation and manual lead logging across the national team
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ACT Online Designer submissions captured manually, with risk of lead drop-off
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No standardised follow-up process across 40 reps, with no visibility for managers
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No pipeline visibility for regional managers, with decisions based on incomplete data
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Slow lead response times driven entirely by manual processing
After
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HubSpot as the single source of truth for all leads, deals, and activity across nine states
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Real-time webhook integration ensures every design enquiry is captured automatically in HubSpot
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Task creation and deal notifications enforce a follow-up cadence for every rep
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Dashboards provide views of lead allocation, rep activity, and pipeline health
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10% improvement in lead-to-deal conversion rate driven by faster follow-ups
Key Takeaways
Best Sheds' transition from ACT to HubSpot demonstrates what becomes possible when a high-volume sales operation replaces manual process dependency with system enforced automation and proper visibility.
Integration Before Automation
Reliable automation is only possible if lead data is flowing into the system in real time. Getting the ACT Online Designer integration right was the foundation everything else was built on.
Data Structure Drives Accountability
Mandatory properties and stage-gated pipelines ensure every deal has complete, consistent data. That structure is what makes reporting meaningful and follow-up enforceable.
Adoption Is an Implementation Phase
Delivering state-by-state training across 40 reps as a formal engagement phase, rather than leaving it to self-serve, was the difference between a working system and an unused one.
Proper Discovery Is Key To Solution Design
Ambiguity around existing systems, data structure, and integration requirements adds time and risk to any migration. Discovery before build begins helps across the entire project.
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