HubSpot CRM & Operations Implementation
The Challenge
Just Video Walls was a growing video wall manufacturer with no structured CRM or operations system. The business had real complexity — a manufacturer's rep model with territory-based dealer networks, a custom design tool built on Bubble.io, multi-supplier order fulfillment with QC processes, and commission structures that varied by deal origination — but none of it was formalized in a system. Specific gaps:
What We Did
CRM Data Architecture
Designed the complete data model from scratch:
- Company hierarchy: Rep Firms as parent companies with Dealers as child companies, plus House Accounts and Channel Partners (Specifiers) as distinct company types
- Territory/Region structure: Hierarchical geographic classification (Territory → Region → Dealer) enabling automated lead routing
- Custom associations: Finance contact, primary contact, and other association labels across contacts, companies, and deals
- Territory auto-assignment: Workflow with code action for zip code-based lookups, automatically connecting new leads to the correct rep firm and region
Sales Pipelines
Built multiple deal pipelines:
- Standard sales pipeline for direct quoting and deal flow
- Tool Projects pipeline for deals originating from the Bubble.io design tool, with stages reflecting the design-to-quote-to-order lifecycle
- Lead qualification pipeline for vetting and onboarding new dealers before granting access to order
- Outbound sequences and templates for rep firm sales outreach
Order Fulfillment Pipeline (Service Hub)
Designed a comprehensive production and fulfillment pipeline with stage-level property requirements:
- Pending Deposit → Deposit Received — payment verification
- Order Placed → In Transit — supplier ordering with multi-supplier component tracking (wall panels, brackets, processors arrive separately)
- Receiving → Pre-stage QC → In QC → QC Complete — quality control workflow
- Packaging → Ready to Ship → Shipped → Delivered — final fulfillment
- Exception status for orders with issues at any stage
- Debated and resolved the action-vs-reaction orientation of stages (stages represent completed actions) and the granularity of internal tracking vs. customer-facing status
Integration Architecture
- Bubble.io ↔ HubSpot: Designed bidirectional data flow — deals created in the Bubble design tool sync into HubSpot; HubSpot pipeline status updates mirror back to the dealer-facing Bubble dashboard
- SendGrid: Transactional email integration for automated order status notifications to dealers
- Inventory management evaluation: Assessed Syn7 Core and SOS Inventory for HubSpot and QuickBooks integration — reviewed API documentation, webhook capabilities, data flow architecture, and bidirectional sync requirements
- WordPress: HubSpot tracking code installation for website analytics
Commission Tracking
Designed commission structure in HubSpot using deal associations and custom properties:
- Standard rep firm commissions based on product sales
- Reduced commissions when channel partners/specifiers originate the deal
- Historical attribution preservation during rep firm transitions
- Commissionable product property on line items for accurate reporting
Technologies
Outcome
JVW went from no CRM to a fully architected HubSpot instance covering the entire business — from territory-based lead distribution through dealer qualification, deal flow, order fulfillment, and commission tracking. The rep firm hierarchy and territory structure formalized a sales model that had previously existed only in tribal knowledge. The order fulfillment pipeline gave operations real-time visibility across multi-supplier, multi-component orders for the first time. The Bubble.io integration architecture connected the custom design tool to HubSpot, creating a seamless flow from dealer configuration to production. By November 2023, the team was independently building on the foundation — adding pipelines, creating templates, and evaluating inventory systems to layer onto the stack — a sign that the HubSpot instance had become the operational backbone of the business.
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