MARTech Stack
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About the Company
Flowscape’s story began in Stockholm, Sweden, with a bold vision to transform workplace efficiency. What started as an idea for a robotic lawnmower evolved into a groundbreaking workplace solution that helps teams connect and collaborate seamlessly. Today, Flowscape serves clients in 54 countries, offering intuitive technology and stunning Swedish design that simplifies and enhances the modern office experience.
However, like many rapidly growing companies, Flowscape faced challenges in aligning its sales and marketing efforts. As a SaaS business with annual license renewals, they needed a streamlined system to manage leads, track sales, and forecast revenue. That’s where we came in.
The Challenge
When we began working with Flowscape, their operations were struggling under the weight of disconnected systems. They had no centralized CRM, and both sales and marketing worked in isolation.
Leads arrived via email, and each salesperson followed up manually, often duplicating efforts or missing opportunities entirely. There was no clear view of the customer base, and new hires faced the daunting task of piecing together scattered account details from outdated documentation.
Forecasting was an even bigger hurdle. Revenue projections relied on subjective weekly Excel updates from sales reps, which left room for inconsistencies and inefficiencies. Meanwhile, license renewals, a core component of their SaaS model, were handled manually, requiring significant time and effort to locate contracts and assess product usage.
The lack of automation, centralization, and standardization left the sales team reactive rather than proactive. It was clear that a transformation was needed.
The Solution
To address these challenges, we implemented HubSpot as an integrated CRM and marketing automation tool, transforming the way Flowscape’s sales and marketing teams operated.
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Centralizing Customer and Lead Data
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Imported the entire customer and lead database into HubSpot.
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Tagged contacts with relevant properties for streamlined segmentation.
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Registered products using HubSpot’s line items, enabling accurate tracking and efficient offer management.
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Streamlining Lead Management
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Implemented website forms to capture leads directly into HubSpot.
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Set up automated confirmation emails with links to book meetings with assigned sales reps.
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Automated lead assignment based on geography to ensure smooth distribution and follow-up.
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Standardizing Sales Processes
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Ensured all quotes and offers were created and sent through HubSpot, providing consistency and visibility.
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Developed dashboards to track lead progress, origins, and conversion rates in real time.
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Automating Forecasting
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Introduced tools for sales reps to track deals, deal value, and expected close dates.
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Created a shared, automatically updated sales report for real-time tracking of revenue goals.
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Optimizing Recurring Revenue Management
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Built a secondary sales funnel to monitor recurring revenue and renewal opportunities.
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Pinpointed additional revenue needed to meet growth targets, providing clarity for strategic planning.
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Results
The impact of these changes was profound. Within months, Flowscape saw a 19% increase in overall revenue, driven by improved lead management, clearer sales tracking, and more strategic upselling efforts. Lead conversion rates rose by 8%, as automation and better visibility allowed the team to focus on qualified opportunities.
Perhaps most importantly, the sales and marketing teams now operated as a cohesive unit. Automation reduced manual workload, enabling the team to spend more time building relationships and closing deals. New hires could quickly get up to speed with a clear and structured view of the customer base.