A buyer's journey map, lead scoring model and eight deal pipelines with business and compliance approval checkpoints for an alternative investments firm.
CRM & RevOps
8Deal pipelines
4Lead statuses
20+Scoring rules
2Approval gates
Scope at a glance
Project overview
The firm connects investors, fund managers and distribution partners. Most business comes from networking, referrals and long relationships, and each type of arrangement has its own agreements and approvals. HubSpot needed to reflect that.
Client shown anonymously. Details shared with the client’s approval.
Business challenge
Business grows through introductions, not forms. Origination, solicitation, brokerage and referrals each need their own stages, approval checklists lived outside HubSpot with no gate in the pipeline, some arrangements carry no revenue amount, and nothing reminded the team when a deal went quiet.
Goals and requirements
Define who counts as a lead and how an introduction becomes a deal
Give each arrangement type its own stages and rules
Put business and compliance sign-off inside the CRM
Remind the team when deals go quiet
Proposed solution
We drew the journey from first introduction to live business across six sources and gave every contact a lead status. A scoring model rewards referrals, real meetings and replies, and subtracts for bounces, unsubscribes and silence. Eight pipelines carry stage-by-stage probabilities, tailored closed-lost reasons and approval checkboxes that leadership must tick before a deal advances.
Implementation process
01
Start from how relationships really form
Networking, referrals, inbound and outbound outreach, cold outreach from public sources and lead sharing, each mapped, with a lead status property.
02
Rank leads without losing the human touch
A scoring model of 20+ rules; high scores become MQLs with an owner and a review task, mid-range contacts get a review task and low scores enter nurturing.
03
One pipeline for each kind of arrangement
Eight pipelines with stage probabilities, a deal-type property, per-pipeline closed-lost reasons and a sunset stage for relationships that wind down.
04
Build approvals and follow-up into the stages
Business and compliance approval checkpoints, a signed agreement required before onboarding, and tasks when a deal has no activity for a week.
Services and technology stack
Services delivered
Buyer's journey mapping
Lead scoring
Deal pipeline design
Approval workflows
Technology
HubSpot Sales Hub
HubSpot Marketing Hub
Deal properties
Workflow task automation
Skills shown
HubSpot implementation
Buyer's journey mapping
Lead scoring
Pipeline design
Approval workflows
Task automation
Financial services CRM
Deliverables
Buyer's journey map covering every source of introductions
Lead status property and scoring model
Eight deal pipelines with stages and probabilities
Business and compliance approval gates
Deal-type multi-select property
Closed-lost reasons and no-activity reminders
What the team gained
One view of every relationship in a single, consistent structure
Approvals designed in: deals pause at business and compliance sign-off before they advance
A team that follows up through reminders and tasks
These are qualitative benefits described by the project team. No performance or revenue figures are claimed.
Screens and diagrams
Illustrative preview created for this case study. It is a simplified rendering, not a screenshot of the client’s live system.
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