Strengthen Customer Focus | Data-Driven Growth With HubSpot

''With HubSpot, we finally have one system where all our commercial data comes together. This allows us to work more strategically and not miss a single sales opportunity.''

Carl Berlo

CEO

Chapter I: About 247TailorSteel
Chapter II: The challenge
Chapter III: The solution
Chapter IV: The result

Chapter I: About 247TailorSteel

About 247TailorSteel

From traditional manufacturing to an organization where technology and manufacturing reinforce each other.

247TailorSteel originated as a traditional manufacturing company specializing in cutting metal sheets, tubes and edge parts. By cleverly deploying advanced technologies - including the innovative Sophia® software - the company has optimized and digitized its production processes. This proves that technology and manufacturing can go hand in hand, combining traditional expertise with modern digital tools to increase efficiency and flexibility.

Sophia® is the digital engine behind 247TailorSteel. Customers receive a quote within a minute and get their order delivered within 48 hours. With features such as a 3D configurator and a mobile version, the platform provides a seamless ordering experience. The factory runs 24/7 with no manual intervention, ensuring maximum productivity and thousands of satisfied customers.

With more than 45,000 customers and monthly growth of 500 to 600 new customers, 247TailorSteel is growing rapidly. To support this growth and manage customer interactions more efficiently, HubSpot was chosen as the central CRM platform to integrate sales, marketing and service.

The challenge

Fast-growing company, fragmented data

Despite technological advances in the production chain, the commercial process was still highly fragmented. Data was scattered across different systems, including ERP and Excel files, so there was no central customer view. This led to a reactive way of working in which leads were not systematically followed up and commercial opportunities were lost.

In addition, sales staff worked in different ways. Visit reports were not consistently recorded, resulting in valuable customer information being lost. This made it difficult for management to get a grip on customer needs and base strategic decisions on up-to-date data.

Follow-up on leads and offers was also not streamlined. The lack of a unified lead and opportunity management system made the sales process inefficient and unpredictable. As a result, not every potential customer received proper attention and the sales team was unnecessarily burdened with administrative tasks.

To future-proof the sales organization, 247TailorSteel needed to switch to a data-driven way of working. The implementation of HubSpot had to ensure that sales, marketing and service worked together in one integrated system, with clear processes and full transparency in customer interactions.

The solution

From fragmented practices to an integrated commercial process

To streamline commercial processes and improve collaboration between sales, marketing and service, 247TailorSteel chose a phased implementation of HubSpot as its central CRM platform. The focus was not only on technology, but also on adoption and change management so that the system would actually be used by the teams.

The first step was to synchronize 40,000 customer records from the ERP system to HubSpot, allowing sales and marketing to work from one central platform. This gave sales staff real-time visibility into customer interactions and open opportunities, which significantly improved follow-up and customer focus.

To strengthen structure within the sales process, a unified process for visit reports was developed. Area Sales Managers now record every customer visit in HubSpot, creating a complete customer file with all interactions and follow-up actions. This prevents valuable information from being lost and allows management to better respond to customer needs.

In addition, a standardized lead and opportunity management system was implemented. By activating automatic notifications and follow-up tasks, leads and offers are followed up in a timely and efficient manner. This resulted in higher conversion rates and more effective use of sales capacity.

To ensure HubSpot adoption, a comprehensive training program was established. Sales staff and managers received targeted workshops and training to guide them in the effective use of the CRM. Key users within the organization were trained as internal experts so that employees with questions could receive immediate support.

Finally, a strategic communication structure was established. Country Managers, Sales Managers and senior management received regular updates and reports on the impact of HubSpot. This helped foster acceptance of the system and ensure that the CRM was seen as a strategic tool, rather than an additional administrative burden.

The Result

A data-driven sales organization with better customer insight

Implementing HubSpot has helped 247TailorSteel professionalize its sales processes and become data-driven. Thanks to the synchronization of customer data and the streamlined sales process, the company now works more proactively and efficiently.

Key results:

40,000 customer records synchronized in HubSpot, allowing sales and marketing to work with one integrated customer view.
25% more customer visits recorded and tracked, leading to better customer relationships and higher conversion rates.
Sales staff now work entirely in HubSpot, improving efficiency by 25% and eliminating fragmentation across different systems.
Streamlined follow-up on leads and offers, resulting in fewer missed opportunities and higher conversion rates.
Real-time visibility into sales performance, allowing management to make more informed strategic decisions.

With HubSpot as its central platform, 247TailorSteel has laid a solid foundation for continued growth. The organization is now better able to leverage customer data, maximize commercial opportunities and collaborate more efficiently.

This transformation proves that the right combination of technology, process optimization and change management leads to sustainable commercial growth. 247TailorSteel is now ready not only for further expansion, but also for a future where data and efficiency are key to success.