Case Study | CRM readiness for scale at Lumilinks

Background

Lumilinks is a data science and engineering firm based in St. Ives, Cambridgeshire, specialising in AI-powered solutions to enhance business growth and efficiency. Their services include data engineering, analytics and science, with products such as Fleet Sense and Lumi Connect driving predictive maintenance and smart integration for customers.

As Lumilinks transitioned from startup to scale-up, it became clear that their Salesforce CRM was no longer fit for purpose. Data inaccuracies, low adoption by the sales team, zero marketing campaign functionality and complex integrations with JIRA and Xero created barriers to growth. With their Salesforce contract ending, Lumilinks needed a new CRM setup that could be implemented quickly, support marketing campaigns and scaling teams, and integrate smoothly with their technical stack.

Engagement Overview

Growth London partnered with Lumilinks to deliver a comprehensive migration and implementation project within a tight deadline. The engagement began with a detailed scoping phase to capture business needs and define the future state CRM.

Our phased approach included:

Data Migration: Migrated contacts, companies, opportunities and product line items from Salesforce to HubSpot using a combination of native sync and manual imports, supported by cleansing, validation and enrichment to ensure data accuracy. Historical activity data was intentionally excluded to improve efficiency and data quality.
Sales Hub Implementation: Built three pipelines (New Business, Account Management, Renewals) with custom properties, deal tags and enforced processes for qualification, finance handover and renewals. Sales users were onboarded with new processes and best practices.
Marketing Hub Implementation: Configured subscription types, forms, email sending domains, segmentation, lead scoring and attribution models. Built initial marketing dashboards and prepared for campaign execution.
Reporting and Dashboards: Delivered a suite of dashboards for pipeline visibility, database growth and CRM health, ensuring the executive team could track both sales and marketing performance.
Technical Consulting: Provided advisory support for integrations with JIRA, Xero and Lumi Connect, helping Lumilinks’ internal tech team to extend HubSpot through Operations Hub and custom workflows.

Migration of Salesforce data into a clean and reliable HubSpot environment with enriched company and contact records

Structured pipelines for new business, account management and renewals, driving consistency across sales processes

Improved data quality through deduplication, validation and enrichment, reducing risk of poor reporting or wasted marketing spend

Marketing Hub configured with subscription management, forms, segmentation and attribution to support campaigns

Executive-level dashboards providing real-time insight into pipeline performance and CRM health

Growth London as an ongoing partner for CRM optimisation, data enrichment and technical support, ensuring Lumilinks can scale confidently

Ongoing Support

Growth London continues to provide Lumilinks with flexible consulting support blocks, focused on data enrichment, optimisation, and governance. Highlights include: implementing TAM segmentation and AI-driven enrichment via Clay to categorise and expand target accounts; building “State of CRM” and “Growth” dashboards to track data hygiene and database expansion; supporting sales team adoption with training, governance on imports, and pipeline best practices; providing ongoing technical consulting on integrations, lifecycle automation, and renewal deal creation.

CRM readiness for scale

As we transition from startup to scale-up, it was essential to implement a CRM solution aligned with our evolving business needs. Growth London brought a rare blend of technical capability and commercial insight, working closely with us to define the right CRM strategy for our stage of growth. With a clear roadmap in place, they executed the build, managed a seamless data migration, and onboarded our team with minimal disruption. Their continued support ensures we’re not only set up for scale, but also able to optimise as we grow.

Services provided: HubSpot CRM Scoping and Strategy, Salesforce to HubSpot Data Migration and Enrichment, Sales Hub Implementation and Team Onboarding, Marketing Hub Configuration and Reporting, Executive Dashboards and CRM Health Monitoring, Ongoing CRM Optimisation and Technical Consulting.

Dan Ellis, Chief Product & Marketing Officer

Lumilinks

CRM readiness for scale at Lumilinks