Situation
Situation
Locatrix is a B2B SaaS compliance software company that appointed a new Head of Growth to unify sales and marketing and build genuine new business capability. What that process quickly surfaced was a fragmented commercial stack: HubSpot for marketing, Microsoft Dynamics for sales, and no reliable handoff between the two.
Reps were not living in the CRM because it was too slow and too limited. Leads were falling through gaps, pipeline stages did not reflect how Locatrix actually sold, and leadership had no clear visibility into activity, conversion, or forecast accuracy. The decision was made to consolidate onto a single platform and do it properly, which is what brought ScaleStation into the engagement.
The Problem
Challenges
Locatrix encountered operational challenges that limited performance:
Disconnected CRM and Marketing Stack
HubSpot and Dynamics operated independently with no structured handoff between MQL and sales activity.
Some leads generated in HubSpot never made it into the CRM at all.
No Lead Routing or Round Robin Logic
Inbound MQLs landed under a single owner regardless of vertical or capacity.
Reps had no "my leads" view and no notification on assignment.
Pipeline Architecture That Did Not Reflect Reality
PLG and enterprise deals were forced into a single pipeline with no distinction between selling motions.
Prospecting was sitting as an opportunity stage and deal stages were being skipped regularly.
Forecasting Contaminated by Non-ARR Revenue
Pipeline reporting mixed ARR with one-off setup fees and included GST, making figures board-unusable.
The CFO and Head of Growth were exporting to Excel and building pivot tables to produce clean numbers.
No Lifecycle Stage Consistency Between Systems
Lifecycle stage definitions were not aligned between HubSpot and Dynamics, creating conflicting records and unreliable funnel data.
There was no structured framework governing how contacts progressed from prospect through to customer.
Zero Structured Approach to Renewals and Expansion
Account management for renewals and expansion had no dedicated pipeline or workflow.
There was no system-level separation between new business and existing customer activity.
Consequence
Impact
These inefficiencies had a few consequences:
Reps Lost One Hour Per Day to CRM Friction
The system was slow, unreliable, and required reps to work outside it, creating daily productivity drag across the entire hunter team.
Lacked Of Visibility Into Activity or Funnel Health
Without reliable activity logging or stage tracking, coaching, performance management, and board reporting were all operating on guesswork.
Inbound Leads Were Being Lost at Handoff
With no round robin and no automated routing, MQLs either sat with a single owner or failed to enter the CRM, leaving qualified demand unworked.
Forecasting Required Manual Intervention
The finance and growth teams were spending significant time each period cleaning data in Excel before numbers were usable, delaying decisions and creating version control risk.
New Business Blended With Expansion
Without separate pipelines, there was no clean read on new logo performance versus upgrade or renewal activity, making GTM accountability impossible.
Operations
Solution: Replacing Dynamics With a Unified HubSpot Platform
ScaleStation partnered with Locatrix to replace Microsoft Dynamics entirely and implement HubSpot Sales Hub as the single commercial system for pipeline management, lead routing, sequencing, activity logging, and reporting. Key initiatives included:
Lifecycle Stage Framework and Lead Flow Architecture
- Designed a clean lifecycle stage model covering Prospect, Lead, MQL, SQL, Opportunity, Customer, Unqualified, and Lost.
- Built parallel inbound and outbound lead flows, with inbound contacts requiring a combined ICP lead score of 100 to reach MQL.
- Prevented outbound prospecting activity from inflating inbound MQL metrics by bypassing the MQL stage for outbound contacts.
Automated Lead Routing by Vertical
- Configured a vertical-based round robin assigning inbound MQLs to one of two sector teams based on industry.
- Triggered immediate rep notifications on assignment to eliminate response delays.
- Automated SQL conversion the moment an IQM meeting type is booked, removing manual stage updates from the rep workflow.
Dual-Pipeline Architecture for Distinct Selling Motions
- Built a lightweight SME pipeline suited to PLG trial-to-close deals.
- Built a six-stage enterprise pipeline covering exploratory, business case, and legal review stages.
- Implemented MEDDIC qualification properties across both pipelines to enforce deal quality discipline.
Workflow Automation Across the Full Commercial Cycle
- Configured seven workflows governing lifecycle transitions, lead source tagging, lead object creation, round robin assignment, and lifecycle and lead status sync.
- Configured ten meeting types to enable structured activity tracking from IQM through to renewal and account management.
- Automated critical stage transitions to remove manual updates from the rep workflow entirely.
Sales Dashboard Built for Leadership Sign-Off
- Built a 13-report sales dashboard covering won revenue, ARR, open pipeline, rep activity, SQL and opportunity creation, IQM volume, deal health, and SNE tracking.
- Signed off directly by the Head of Growth ahead of a board meeting deadline.
- Replaced all manual Excel pivot table reporting for the CFO and Head of Growth.
Insights
Outcome: From Fragmented Stack to a Single Source of Commercial Truth
Before
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Reps estimated to lose approximately one hour per day navigating between systems
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MQLs landing under a single owner with no routing logic and no rep notification
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Board reporting required manual Excel exports and pivot table builds each cycle
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No separation between SME and enterprise deals, with stages regularly skipped
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Approximately one new logo qualifying meeting per month per rep
After
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Calling, email logging, meeting booking, and pipeline management unified in a single platform
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Inbound MQLs automatically routed by vertical with immediate rep notification on assignment
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13-report HubSpot dashboard replaced all manual reporting for the CFO and Head of Growth
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Dual pipeline with MEDDIC qualification and defined exit criteria across both selling motions
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8x increase in new logo qualifying meetings per week per rep
Key Takeaways
Locatrix's migration from a fragmented two-system stack to a unified HubSpot commercial platform demonstrates valuable lessons for B2B SaaS businesses seeking to build sales capability and establish reliable go-to-market visibility.
Challenge the Initial Brief
Separate Your Selling Motions Before You Build
Forcing PLG and enterprise deals into a single pipeline creates reporting noise and obscures rep performance. Defining distinct selling motions as a foundation decision makes pipeline data trustworthy.
Automate the Manual Before You Add the Complex
The biggest immediate win was eliminating the daily CRM friction and the manual Excel reporting cycle. Fixing the fundamentals first created headroom to layer in MEDDIC and dual-pipeline architecture.
Plan the Phases Explicitly Before You Start
With Phase 2 and Phase 3 already documented, Locatrix avoids the common trap of treating implementation as a one-time event rather than a compounding capability build.
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