A dealer onboarding pipeline, built alongside the team that would own it
The challenge they faced
The company sells exclusively through independent dealers, and about 80 reps across 25 regional agencies recruit new ones. Most prospects apply through a "Become a Dealer" form on the website, then move through qualification, a showroom visit, onboarding and account setup.
That process lived in a custom-built internal CRM that logged activity but couldn't require key details at each step, prompt follow-up or show where prospects stalled. The team wanted to move sales into HubSpot, which marketing already used, and to understand it well enough to own it after launch.
The strategy we mapped
This was a partnership, not a hand-off. The client's sales ops and data team wanted to build parts of the system themselves to learn it inside out, so we agreed on a clear split early:
|
Bluleadz built |
The client owned, with our guidance |
|---|---|
|
Dealer onboarding pipeline and stage requirements |
Teams and permissions for their agency hierarchy |
|
Pipeline automation |
Territory-based owner assignment from their ERP |
|
Record layouts, views and training |
Custom objects and the wider sales rollout |
In weekly working sessions, we mapped the client's documented process onto HubSpot's standard objects rather than new custom ones. We also recommended opening a deal only after a prospect passes an initial check, so spam applications don't distort reporting. Where the client built something themselves, we backed them with walkthroughs, documentation and testing in a demo portal.
The solutions we executed
A pipeline with built-in checkpoints. We built a deal pipeline that follows a prospect from qualification through showroom visit, onboarding and account opening. Each stage requires the details the next team needs, from showroom visit dates to national account status for Accounting.
Automation that keeps deals moving. Our workflows schedule follow-ups after showroom visits, escalate stalled deals to Growth Leaders, advance deals when the account opens in the client's ERP, and kick off a 90-day launch plan for each new dealer. A backfill workflow brought existing prospects into the right stages.
Views and record layouts. We added stage-specific cards to the deal record and built saved views for daily priorities, such as new dealers and long-pending deals.
Role-based training. We trained Growth Leaders on daily use, admins on data and permissions management, and sales ops leads to roll HubSpot out to the wider team themselves.
What changed after the engagement.
The client now runs dealer recruitment through a HubSpot pipeline that enforces its own process. Reps capture what each stage requires, follow-ups happen on schedule, stalled deals reach Growth Leaders automatically, and Accounting gets one clear request per new account.
Just as important, the team finished the project owning its system. They built and maintain their own permissions, custom objects and territory assignment, and their sales ops leads are rolling HubSpot out to the wider sales organization.
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