Ausforming: out of the spreadsheets, into one system.
A SAP solutions business was planning its next chapter with every pipeline, event, and campaign tracked by hand. We mapped the go to market flow first, then built the whole motion in HubSpot.
Ausforming
SAP solutions for customers across Australia and New Zealand, connecting local businesses with global technology partners.
Before anything was built, Ausforming had a plan: provide SAP consulting and grow through a network of partner organisations. What it did not have was a system to run that plan.
Everything pipeline related, every event registration, every marketing campaign, and every piece of contact data lived in spreadsheets. Nothing connected to anything else, so following up a lead meant remembering where the record was and whose turn it was.
The first job was not software. It was drawing the go to market process flow end to end, so every later decision about the CRM, the website, and the events setup had a process to serve.
What we built.
The GTM process flow
We documented the entire go to market flow first: how a company enters, who qualifies it, what triggers outreach, how events feed in, and when a discovery call happens.
The website
A new website built on HubSpot, so every visit, form submission, and discovery call booking lands directly in the CRM instead of a separate inbox.
CRM and events management
Companies, contacts, and partner relationships structured in HubSpot, with events management built in so registrations and attendance stay connected to each account.
Mass outreach with Smartlead
For high-volume outreach, we set up Smartlead and connected it to the wider motion, so campaign engagement is visible in one picture rather than a separate spreadsheet.
What changed.
20%
increase in discovery call bookings
30%
higher engagement rate on outreach emails
Website
became a real source of discovery call bookings
The spreadsheets that once held pipeline, events, and campaigns are no longer the system of record.
Why it worked.
Ausforming did not start with tool features. Starting from the process flow meant every part of the system had a clear owner and purpose: the website feeds the CRM, events enrich accounts, and outreach follows one agreed sequence.
That is the same order we apply to every engagement. If the process is vague, no CRM will fix it. If the process is clear, the system becomes simple to build and even simpler for the team to trust.
Running your growth on spreadsheets?
Bring us your current process. We will map it with you and show what a connected HubSpot system could look like.