Case Study

Complete CRM and Website overhaul for Fund Recs

In depth consulting for data model restructure and CRM optimisation across the full customer lifecycle, with comprehensive reporting suite followed by a Website rebuild primed for demand generation and increased marketing activity.

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Background

Fund Recs is the leading SaaS provider of reconciliation software for the global funds industry. Before engagement, their HubSpot setup was basic, used primarily as a contact database and simple pipeline tracker, with little structure around activity tracking, lifecycle stages, segmentation, or attribution. Management had less than optimal oversight of revenue-generating activity and reporting. Their website lacked clarity in UX and branding, and was difficult for internal teams to manage.

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Engagement Overview

We kicked off with an 8-hour paid scoping project to assess their HubSpot usage, marketing and sales workflows, and underlying data structure.

This led to a comprehensive CRM optimisation and CMS website relaunch, delivered over a phased engagement. Key outcomes included:

  • Full CRM data model redesign, including TAM segmentation and persona tagging and automated data enrichment via Clay
  • Lifecycle and pipeline structure reconfiguration, with accurate lead source attribution
  • Creation of “State of CRM Data” dashboards to monitor hygiene and completeness
  • Setup of lead scoring (ICP fit & engagement score) to surface top prospects
  • Training and enablement to ensure buy-in across marketing, sales, and leadership
  • Full rebuild of the Fund Recs website on HubSpot CMS, with reusable templates and streamlined content architecture
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A greatly improved CRM for the business to enable future growth

When companies grow and scale organically, it is natural for the tech stack and company database to become disjointed and in need of optimisation. Growth London worked with the Fund Recs leadership team to ensure their CRM is fit for purpose and ready for their next chapter of growth.

Accurate categorisation of new and existing contacts by segment and persona

Dramatically improved reporting across MQLs, lifecycle conversion, and sales attribution

Data cleansing and automated data enrichment via Clay

Increased inbound velocity and reduced sales friction through better qualification

Website now supports campaign execution, gated content, and demo booking flows

Internal teams now empowered to manage pages, forms, workflows, and analytics independently

Ongoing Support

Following the initial optimisation project, we provided ongoing strategic and ad hoc support across marketing automation, reporting, and campaign execution for 3 months. The team are now fully self-sufficient and only reaches out for support on an ad-hoc / needs must basis.

5-stars

Great team to work with

We engaged Growth London for a CRM optimisation project on the recommendation of a former colleague, and it was a fantastic decision. Although we’d been using HubSpot for some time, we hadn’t yet unlocked its full potential. The team at Growth London helped us completely reimagine our approach to TAM segments, client types, and deal flow. Their deep expertise and experience with similar companies allowed them to deliver valuable insights - not only in refining HubSpot’s technical setup but also as consultants who offered fresh perspectives on our business, market, and deal strategies. After the CRM project’s success, we turned to Growth London again to redesign our website. They took our vision and delivered an outstanding site, responsive to our requests and thoughtfully built with templates for easy future updates. Jonathan, Pirkka, Hanna, and the entire team were a pleasure to work with. The best endorsement I can give is that if we have future projects in this space, Growth London will be our first call.

Brian Lehane - Fund Recs

Brian Lehane, Managing Director, Head of Strategy

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Fund Recs