Case Study

A cleaned-up and improved CRM setup for Formation Tech

Full CRM optimisation, custom data enrichment, automation, reporting and a new website build with landing page templates

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Background

Formation Tech is a UK-based IT integrator focused on streamlining business processes and strengthening cybersecurity. Although they had used HubSpot for years, it wasn’t fully aligned with their operations and had ongoing data quality challenges. Revenue attribution was inaccurate, and management lacked reliable reporting.

They also needed a modern, easy-to-manage website to reflect their new brand and drive lead generation campaigns.

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Engagement Overview

Following a detailed scoping and discovery phase, Growth London executed a full CRM optimisation and CMS rebuild, designed to align Formation’s sales, marketing, and service teams.

Key deliverables included:

  • Lifecycle redesign, custom properties, and segmentation across personas and company types
  • Overhaul of pipelines and lead flow with proper lead-to-opportunity mapping
  • Lead scoring, lead attribution, and contact/company enrichment (via Cognism & Clay)
  • CRM clean-up: 7,000+ junk contacts removed, duplicates resolved, and company associations corrected. Extensive automated custom data enrichment implemented
  • Sales enablement: Playbooks, best practices, SDR & field sales training, and persona-based sequences
  • Marketing automation: GDPR settings, landing pages, webinar workflows, and subscription preferences
  • Rebuild of the entire Formation Tech website in HubSpot CMS, including landing pages, blog, CTAs, and SEO optimisation
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A CRM and website fit for purpose

Following our comprehensive optimisation project, Formation Tech is now delivering reliable marketing campaigns and tracking revenue from initial lead sources through the entire pipeline, from SDR to Field Sales and Account Management.

Unified CRM environment supporting new business, SDRs, account management, and marketing

Accurate lifecycle and lead routing setup across 20,000+ contacts

Enhanced attribution and visibility across inbound/outbound lead sources

Sales velocity improved through SDR enablement and structured task flows

Website health score improved from 78% to 91%, with issues reduced from 2,478 to 45

Stronger reporting and forecasting via custom dashboards and “State of CRM” insights

Ongoing Support

Growth London continues to support Formation Tech with multi-channel marketing campaign strategy, persona development, automation planning, and technical enablement.

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Highly Recommend Growth London

We had already implemented HubSpot when we began working with Growth London. It was working for us to some extent but we wanted to go further - to optimise our use and squeeze as much value as possible from the platform. We have come a long way since then utilising many of the features we knew existed but never took advantage of. With their help, we have developed our reporting capabilities with new dashboards to capture crucial insight that help us make data driven decisions. We also decided to migrate our website in to HubSpot to gain all the benefits that come with that and chose to work with Growth London to help migrate us across. I would like to add that Jonathan, Pirkka and the team are a pleasure to work with. We see them as an extension of our team and look forward to working with them in the future.

Services provided: Sales and Marketing Alignment, Sales Enablement, Website Development, Customer Success Training, and Website Migration

Carl Hardie1

Carl Hardie, Business Development Director

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Formation Tech