Grob Werke - HubSpot Consulting and CRM Optimization

Grob Werke professionalizes its CRM setup: Clean data, automated nurturing flows, and seamless processes for efficient lead qualification.

The task: Hubspot professionalization and process optimization

Project Goal

Grob Werke, a global player in mechanical engineering (production and automation systems), was already using Hubspot but lacked a clear, unified structure. The primary goal was to professionalize existing Hubspot Flow, clean up outdated data, and create efficient workflows that could easily scale internationally.

Clean up redundant and outdated data records
Define and harmonize MQL and SQL handover processes
Lead Scoring of offline (trade fair) and online leads
Standardize forms and workflows for international markets

Product Functionalities

Hubspot was not introduced from scratch but fundamentally refined and expanded existing foundations. The platform now acts as a centralized, reliable interface that ensures global data consistency while providing enough flexibility to accommodate the specific local sales requirements of different countries.

Unified and structured lead scoring system
Automated email nurturing flows for trade fair and online contacts
Standardized baseline forms with market-specific add-ons
Centralized ticketing system for clear responsibilities
Integrated lead routing from marketing to sales

Our Services

SNK started with an in-depth audit and workshops to capture the status quo and expose unwritten rules. Building on this foundation, we provided both strategic consulting and direct operational execution within the system to turn identified deficits into concrete work packages.

Hubspot audit and detailed status-quo analysis
Strategic CRM consulting and process mapping
Data cleanup and database restructuring
Conception and setup of marketing automation workflows
Definition of MQL/SQL criteria and lead scoring models
Hands-on operational implementation in Hubspot

Project Highlights

Audit & Process Definition

Before you can optimize processes, you have to map them. The collaboration between marketing and sales often ran on unwritten rules. We analyzed these implicit workflows, put them on paper, and translated them into clear, efficient system processes.

Local Relevance Meets Global Structure

As a global market leader, Grob Werke needs standardized data alongside local flexibility. We set up forms and lead clusters with global baseline requirements that can be expanded with market-specific add-ons (e.g., for Switzerland or China) — without overwhelming the sales team with irrelevant fields.

Offline Meets Online

Trade fairs are a crucial touchpoint in mechanical engineering. Instead of handling trade fair leads manually, we implemented automated nurturing flows. These flows enrich contacts with targeted information (like whitepapers) and evaluate engagement before handing qualified leads over to sales.

Lead Qualification

Thanks to a clean lead scoring setup, the sales team now operates much more efficiently. Not every lead requires immediate contact from sales. Marketing filters and strategically nurtures the contacts until they are true SQLs, fully ready for the sales pipeline.

Conclusion

Anyone using Hubspot knows the struggle: old forms and dusty, redundant data lying around. We had to merge and clean it all up so we could finally rely on a fully functional tool that truly connects marketing and sales.

Sarah, Hubspot Consultant at SNK

Conclusion

Professionalizing the Hubspot setup transformed a fragmented database into a powerful, reliable CRM engine. Grob Werke now benefits from clean data structures, clear responsibilities, and automated processes that eliminate redundant work and guarantee highly efficient, international collaboration between marketing and sales.

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