The challenge

JWH Group’s five home-building brands each had their own websites, audiences, and marketing processes—but no shared infrastructure. Campaigns were managed manually, reporting was inconsistent, and legacy tools made it difficult to personalise or scale. Teams lacked visibility into the full customer journey, and data lived in disconnected systems, most notably a legacy SugarCRM instance that didn’t align with modern marketing needs. 

With rapid growth on the horizon, JWH needed a centralised platform such as HubSpot’s Enterprise-level Marketing Hub that could unify their operations while preserving each brand’s unique identity. Their challenge was clear: modernise marketing across the group, improve lead visibility and segmentation, and create a foundation for scalable, data-driven campaigns without adding complexity.

The results

The transformation delivered tangible, group-wide impact almost immediately.

• Full adoption across all brands was achieved within the first quarter post-launch. Marketing teams from Plunkett Homes to Residential Attitudes transitioned seamlessly to the new platform, empowered by intuitive tools, modular templates, and hands-on enablement. What was once a patchwork of manual processes and disconnected systems is now a cohesive, scalable ecosystem.
• Asset production time dropped by approximately 70%, thanks to the rollout of brand-specific email and landing page templates. Teams now build on-brand assets in-house without developer support—freeing up time to focus on strategy and creative execution.
• Manual reporting was replaced with live, actionable dashboards, giving each brand visibility into key metrics like campaign performance, cost per lead, and attribution. This shift is saving around 8 hours per month per brand and has introduced a new rhythm of data-driven decision making.
• Lead management shifted from reactive to proactive. Automated nurture journeys now guide prospects through consideration cycles ranging from three months to three years—tailored by brand, lifecycle stage, and behaviour. This has significantly improved lead conversion speed, with sales teams receiving better-qualified leads earlier in the journey.
• The custom middleware integration with SugarCRM has proven highly reliable, delivering 99.8% sync accuracy. Lead statuses, conversion data, and opportunity outcomes flow seamlessly between systems, enabling marketing and sales to operate from a shared source of truth.
• Beyond the numbers, JWH has cultivated a more confident, collaborative marketing culture. Teams now work smarter, iterate faster, and have the tools to execute bold campaigns with agility, setting the stage for continued innovation and cross-brand growth.
  
  

The impact

The impact of the project has been transformational—operationally, strategically, and culturally. By uniting five distinct brands on a centralised, enterprise-grade platform, JWH has established a single source of truth across its marketing ecosystem. Campaigns are now built faster, launched smarter, and measured in real time. Marketers who once relied on developers or disconnected tools can now create branded assets, deploy nurture journeys, and report on performance—all within a unified, intuitive system.

Most significantly, the platform has fostered a mindset shift—from reactive to proactive, manual to automated, fragmented to aligned. With lifecycle stages shared across business units, sales and marketing now function as a tightly connected revenue team, able to see exactly where each lead sits and respond with personalised content at scale.

This alignment lays the foundation for a RevOps approach—where performance is not just tracked, but continuously optimised. Teams quickly identify what’s working, double down on success, and pivot when needed using real-time insights previously buried in spreadsheets.

The solution is also highly scalable. New brands or business units can be added using the same modular framework, and the custom middleware integration with SugarCRM is already designed to accommodate new pipelines or hubs. Future phases include planned expansion into Sales and Service Hub rollouts, reusing the same integration logic and permissions structure.

From a leadership perspective, the project has elevated marketing’s role across the business. With robust attribution reporting and centralised dashboards, JWH’s executive team now has clear visibility into marketing ROI—enabling more confident investment decisions and long-term growth planning.

In short, this isn’t just a system upgrade—it’s a strategic enabler. JWH has turned digital complexity into a competitive advantage, creating a platform that celebrates each brand’s uniqueness while uniting them under a shared, data-driven vision for the future.

While AI tools were not the primary focus of this phase, JWH’s new HubSpot ecosystem now supports advanced segmentation, behavioural targeting, and lead lifecycle automation—laying the foundation for future adoption of AI features such as predictive lead scoring, send-time optimisation, and content generation across all five business units.