Turning a complex HubSpot setup into a strategic RevOps engine

Weavr is an embedded finance fintech helping B2B software companies integrate financial services directly into their products.

The business operates with a lean GTM team, long sales cycles and high-value opportunities that behave more like enterprise deals than conventional SaaS transactions.

Weavr already had a powerful and highly customised HubSpot setup. The portal contained more than 300 workflows alongside extensive custom properties, attribution structures and reporting logic.

The challenge wasn't to start again.

It was to understand an increasingly complex system, preserve what was already working and make HubSpot easier to operate — while giving sales, marketing and leadership more useful information from it.

Growth London initially supported Weavr with reporting, campaign and form requirements and intent signal management. The relationship developed into a broader HubSpot and RevOps engagement spanning CRM architecture, sales attribution, revenue reporting, ABM and GTM operations.

Our approach was to understand the existing architecture before changing it, identify where complexity was getting in the way and focus investment on areas that would make HubSpot more useful to the business.

Revenue reporting that reflects how Weavr actually sells

Weavr's embedded-finance deals don't fit neatly into a conventional SaaS revenue model.

We worked with the team to design and implement a dedicated Deal Revenue Model in HubSpot that reflects the commercial structure of its opportunities while keeping detailed financial modelling outside the CRM.

The resulting model gives leadership structured visibility of contracted revenue, stretch revenue and Realisable Annual Revenue (RAR) and provides a stronger foundation for pipeline and leadership reporting.

Rather than forcing the business to change how it thinks about revenue to suit HubSpot, the reporting model was designed around how Weavr actually operates.

Clearer SDR attribution and sales reporting

We also worked on improving the reliability and usefulness of SDR reporting.

This included improving SQL reporting metrics and accuracy, supporting clearer inbound and outbound attribution and giving the team better visibility of SDR activity and opportunity quality.

The objective was not simply to create more reports, but to make the underlying data easier for the GTM team to interpret and trust.

A more structured approach to ABM

We supported Weavr's move away from relying on static target-account lists towards a more structured, property-driven ABM model in HubSpot.

This included target-account segmentation, ICP tiering and dynamic reporting, creating a clearer framework for prioritising high-value accounts and connecting sales activity with strategic market segments.

Making intent signals actionable

Buyer intent is only valuable if somebody can act on it.

We helped bring website behaviour, campaign engagement and third-party intent signals into a more structured HubSpot framework, with the aim of making relevant buying signals visible and useful to the GTM team rather than leaving them fragmented across different tools.

This work included HubSpot Buyer Intent alongside enrichment and signal infrastructure supported by Clay.

Supporting campaigns without losing data quality

Alongside the larger RevOps projects, Growth London provided practical campaign support including forms, workflow checks, landing-page QA and asset-delivery automation.

These smaller operational pieces matter in a complex portal: campaign activity needs to enter the CRM correctly if the attribution and reporting built on top of it are going to be trusted.