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From Spreadsheets to Scalability: How One Global VC Firm Transformed Its CRM Operations
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A globally active venture capital firm came to us with a compelling mission: back the world’s most driven founders from day zero. But behind their powerful vision was a fragmented tech stack that slowed down their global teams.

Operating across 25+ markets with complex workflows and dual-role structures, they needed more than just a CRM—they needed a transformation engine.

What they wanted:

  1. A scalable CRM that could work across 25+ regions

  2. Automation for lead routing, nurturing and handover

  3. Greater visibility across global sales and marketing functions

  4. Improved onboarding and local autonomy for regional teams

What they needed:

  1. Multi-region Marketing and Sales Hub implementation

  2. Custom object creation and dual-pipeline setup

  3. Lead scoring, segmentation, and automation workflows

  4. Data migration and integrations with key platforms like Greenhouse and LinkedIn tools

 

The problem

This venture capital firm had big plans—but they were buried under manual processes, disjointed platforms, and legacy systems. While they had a strong understanding of their founder journeys, high volumes of data lived in spreadsheets or siloed systems like Greenhouse and Airtable.

Their scouting and sales teams were working tirelessly across multiple tools to manage leads, track conversations, and deliver high-touch experiences. But without a unified CRM, it was hard to see the full picture. Teams were doubling up on effort, losing time in handovers, and lacking the data-driven visibility needed to scale.

 

The solution

This wasn’t just a CRM setup—it was a full-scale global enablement initiative.

  • Pilot HubSpot rollout across 3 regions: Sales Hub Professional and Marketing Hub Enterprise were deployed in Australia, the US, and India, with a replicable framework for future rollouts.

  • Custom CRM architecture: Multiple pipelines mapped to business units, with custom objects replicating ATS data for tracking founder journeys.

  • Automation & routing: Round-robin lead assignment, lead scoring based on founder archetypes, and workflow triggers for handovers and alerts.

  • Modular marketing assets: Region-specific landing pages, subscription types, and nurture journeys tailored to local needs and GDPR compliance.

  • Data migration & hygiene: Over 300,000 records were cleaned and migrated into HubSpot, forming a single source of truth.

  • Integration mapping: Strategic connections to LinkedIn automation tools, Docusign, and structured CSV ingestion from scraping tools.

The impact

The impact was immediate and enterprise-wide. The scouting and marketing teams now operate from a single CRM ecosystem. With real-time dashboards, custom deal stages, and lead scoring, teams can identify top-tier founders faster—and follow up smarter. Email engagement and conversion velocity improved. Marketing campaigns that once took weeks are now launched in days, with reusable templates and workflows.

Perhaps the most significant change? Confidence. Regional teams now have autonomy, clarity, and a CRM that mirrors how they actually work. Founders, in turn, get a consistent, personalised journey—regardless of where they apply from.

This transformation unlocked more than operational improvements. It laid the foundation for global CRM maturity—with the tools, structure, and strategy to scale.

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