Scalable CRM Infrastructure for a SaaS Portfolio Company

The Challenge

Unifying Fragmented Systems Across a Rapidly Expanding Portfolio

A fast-growing SaaS holding company, backed by venture capital, acquires 6–10 vertical-specific software businesses annually.

With each acquisition came a new CRM situation, some on outdated systems, others on inconsistent HubSpot setups. The organization’s vision was clear: create a standardized, scalable infrastructure for sales, marketing, and reporting across its portfolio for current companies and future acquisitions.

However, they were grappling with:

Disjointed HubSpot environments across acquired companies

No unified sales process or lifecycle definitions implemented in the system

Fragmented reporting and unclear deal attribution logic

A lean internal team overloaded with routine tasks and system support

Our Solution

Creating a Standardized and Scalable CRM Infrastructure for Growth

Whittington Consulting helped turn their strategic vision into a scalable, repeatable system and process inside multiple HubSpot portals.

We standardized lifecycle stages, lead qualification logic, and sales process workflows and assisted with subscription management to offer the same level of features across portals. Custom automation and reporting frameworks were built to support clear, accountable operations across all teams.

Key actions included:

Translating high-level sales and marketing strategy into HubSpot architecture

Implementing dual-path sales processes for SDR and AE roles

Building custom dashboards for sales performance, marketing attribution, and executive insights

Creating source attribution rules to match complex compensation and budgeting needs

Implementing lead properties and pipeline to support new sales and cross-selling pipelines

Training their internal team to manage ongoing CRM updates and onboarding new companies independently following our standardized process

The Result

Data-Driven Decision Making and Streamlined Operations Across All Portfolios

The client now has a unified, repeatable CRM infrastructure supporting its portfolio-wide growth strategy. With standardized HubSpot portals and common custom dashboards across all portfolio companies, leadership can make weekly data-driven decisions on spend, staffing, and strategic initiatives.