“The automation and forecasting improvements Pascal Strategies implemented have not only saved us time but also helped us increase revenue significantly. We now have a clear, scalable structure that supports our growth ambitions.”
Anders Malmström, VP Operations & Marketing, Flowscape
Flowscape is a Swedish technology company dedicated to revolutionizing workplace efficiency. Originally conceptualized as a robotic lawnmower project, the company pivoted towards creating innovative digital workplace solutions that simplify collaboration and space management. Today, Flowscape serves clients in 54 countries, offering intuitive technology and sleek Scandinavian design to modern businesses.
As a fast-growing SaaS company, Flowscape relies on annual license renewals and a steady flow of new clients to sustain and scale its business. However, rapid growth brought operational inefficiencies, particularly in sales and marketing alignment. That’s where Pascal Strategies stepped in to drive transformation.
Flowscape had a strong product and a dedicated team, but without automation and process standardization, scaling efficiently became increasingly difficult. It was clear that a comprehensive CRM and marketing automation solution was needed to unify efforts, optimize lead management, and drive sustainable growth.
Navigating the Challenges
Before partnering with Pascal Strategies, Flowscape’s sales and marketing operations faced several key challenges
01
Lack of a Centralized CRM
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Sales and marketing teams operated in silos, managing leads and customer data manually.
03
Inconsistent Sales Forecasting
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Revenue projections were based on manual Excel reports from sales reps, making forecasting unreliable.
02
Manual Lead Handling
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Incoming leads were received via email, leading to inefficiencies, duplicated efforts, and lost opportunities.
04
License Renewal Complexity
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Managing recurring revenue required extensive manual effort, with sales reps searching for contracts and tracking product usage manually.
The Challenge: Aligning Sales, Marketing, and Forecasting
Flowscape needed a structured system to:
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Centralize customer and lead data for improved transparency.
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Automate lead capture and assignment to prevent missed opportunities.
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Standardize sales processes to ensure consistency and efficiency.
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Improve revenue forecasting with real-time insights.
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Optimize license renewal tracking and upsell opportunities.
Without these improvements, scaling further would have been resource-intensive and prone to inefficiencies. Pascal Strategies proposed a structured CRM and marketing automation transformation to address these pain points and drive growth.
The Project: Implementing a Unified CRM & Automation Strategy
Pascal Strategies implemented HubSpot as Flowscape’s centralized CRM and marketing automation system, executing a step-by-step transformation plan:
1. Centralizing Customer & Lead Data
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Migrated Flowscape’s entire customer and lead database into HubSpot.
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Tagged contacts with relevant properties to enable streamlined segmentation and personalized marketing.
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Registered products using HubSpot’s line items, allowing for accurate tracking and efficient offer management.
2. Optimizing Lead Management
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Integrated website forms with HubSpot to capture leads directly into the CRM.
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Automated confirmation emails to leads with direct links to book meetings with the appropriate sales reps.
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Established automated lead assignment rules based on geography to ensure seamless distribution and follow-up.
3. Standardizing Sales Processes
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Ensured that all quotes and offers were created and sent through HubSpot, providing consistency and full visibility.
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Developed real-time dashboards to track lead progress, origins, and conversion rates.
4. Automating Revenue Forecasting
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Enabled sales reps to track deals, deal value, and expected close dates through automated tools.
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Created a shared, automatically updated sales report for real-time revenue goal tracking.
5. Enhancing License Renewal & Upselling Strategies
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Developed a secondary sales funnel specifically for monitoring recurring revenue and renewal opportunities.
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Provided visibility into additional revenue opportunities, helping Flowscape set and achieve growth targets.
A Transformation That Redefined Growth
The impact of these changes was felt across the entire organization. Sales and marketing, once operating in isolation, became a seamlessly integrated unit. Automated lead management ensured that every potential customer received timely follow-ups, eliminating missed opportunities and unnecessary duplication of efforts. Sales reps, now relieved of manual administrative tasks, could focus their energy on building stronger client relationships and closing deals with confidence.
Forecasting, previously reliant on subjective spreadsheet updates, became a data-driven process with real-time insights. Decision-makers gained a clear and accurate view of sales pipelines, allowing them to make informed strategic choices that propelled the company forward.
Additionally, the introduction of structured onboarding processes enabled new hires to quickly familiarize themselves with customer data, ensuring a smooth transition into their roles. The improved structure also brought renewed confidence within the team, fostering a proactive approach to both revenue generation and customer retention.
Flowscape's ability to manage license renewals and recurring revenue was significantly enhanced, providing clarity on upselling opportunities and overall growth potential. With these systems in place, the company could move from reactive to proactive planning, setting the stage for continued expansion