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Erect-a-Rack

How a Racking Specialist Closed $1M in 4 Months by Streamlining Sales and Marketing Processes

CEW
Services Used
Sales Hub Marketing Hub Ops Hub
Solution
HubSpot Onboarding & Support
Project Manager
Harry Spicer Short
Project Location
Australia
Project Goals

Erect-A-Rack, a specialist in racking solutions, sought to optimise their HubSpot investment to address inefficiencies in their sales and marketing processes. Their technically-focused sales team lacked structured workflows, leading to wasted time on low-value leads and missed opportunities. To tackle these challenges, Erect-A-Rack partnered with Neighbourhood to transform their sales and marketing approach. The goal was to create a scalable system that prioritised high-value opportunities, automated key workflows, and drove significant revenue growth.

 
Tools Used
HubSpot-Logo Zapier Simpro

Their wants

01

Optimise the HubSpot platform with advanced automation to eliminate manual tasks and streamline customer journey touchpoints.

02

Implement an intelligent lead qualification system to quickly identify and filter out low-value inquiries. 

03

Create strategic nurture sequences to deliver valuable content, build trust, and establish expertise with potential customers. 

04

Develop comprehensive reporting dashboards to identify successful deal patterns and construct an actionable ideal customer profile.

Their needs

01

Enhanced lead qualification framework to prioritise high-value projects, allowing the sales team to focus on ROI-driven opportunities. 

02

Sophisticated email nurturing campaigns with automated workflows to maintain prospect engagement without consuming staff time. 

03

A structured sales process featuring clear deal stages, automated follow-ups, and accountability triggers to prevent lost opportunities. 

04

Customised reporting providing clear visibility into marketing performance, lead quality metrics, and conversion analytics across the sales funnel.

Identifying the problem

Erect-A-Rack was significantly underutilising their HubSpot investment. Their sales team lacked a structured process, resulting in wasted time on low-value leads and inconsistent follow-ups. Without automation, lead scoring, or nurturing sequences, they couldn’t effectively prioritise high-value opportunities or build relationships with potential customers.

Additionally, the lack of integration between HubSpot and their operational platform, SIMPRO, created data silos, leading to delays in quoting, errors in customer records, and a lack of actionable insights. These inefficiencies were directly impacting their bottom line, with the team spending excessive time on manual tasks and low-value leads.

 

Scope of works

Sales Hub
  • Redesigned the entire sales process with clearly defined stages aligned to the customer journey.
  • Implemented a sophisticated lead scoring system based on form responses to identify and prioritise high-value opportunities
  • Created automated internal task reminders and notifications to ensure no lead was missed or neglected.
  • Set up strategic external follow-up sequences with personalised messaging to re-engage stagnant deals and revive opportunities.
Marketing Hub
  • Developed professionally branded email templates for consistent, visually appealing communication across all touch points.
  • Built targeted multi-step nurture sequences specific to individual product inquiries and customer segments.
  • Created value-driven content emails linking to relevant website resources to establish expertise and build credibility.
  • Implemented intelligent automated workflows to deliver the right content at the right time based on prospect behaviour.
Operations Hub
  • Optimised and rebuilt the SIMPRO-HubSpot integration via Zapier to ensure seamless data synchronisation.
  • Enhanced bidirectional data flow between systems to create a more detailed and accurate sales journey tracking.
  • Implemented custom deal stages based on SIMPRO quote statuses to maintain consistency across platforms.
  • Created sophisticated workflows to automate status updates across platforms and eliminate manual data entry.

The Plan

  • Sales Process Redesign
  • Lead Qualification Enhancement
  • Nurture Sequence Implementation
  • Integration Optimisation

Sales Process Redesign

  • We began by mapping Erect-A-Rack’s entire sales journey in Miro, creating a visual blueprint that aligned with their customer journey.

  • This foundation allowed us to design additional deal stages, providing more granular tracking and reporting capabilities.

  • To ensure accountability, we implemented internal task reminders to keep the sales team on track with timely follow-ups.

Lead Qualification Enhancement

  • We created a sophisticated lead scoring system, analysing both form responses and behavioural signals.

  • This system automatically identified high-value opportunities, ensuring the sales team could focus their efforts where ROI potential was greatest.

  • Lower-value inquiries were routed into nurture sequences, eliminating manual sorting and maximising efficiency.

     

Nurture Sequence Implementation

  • We created multi-step nurture sequences tailored to specific customer segments and product inquiries.

  • These sequences delivered value-driven content at the right time, building trust and establishing Erect-A-Rack as an industry expert.

Integration Optimisation

  • To eliminate data silos, we completely reworked the SIMPRO-HubSpot integration, creating a seamless connection between their operational and marketing systems.
  • Automated workflows ensured consistent updates across platforms, eliminating manual data entry and providing a unified view of the customer journey.
Deals

The Strategy

  • Focus on High-Value Leads
  • Automate the Sales Process
  • Establish Trust Through Nurturing
  • Enhance Visibility and Reporting

Focus on High-Value Leads

  • By implementing a lead scoring system and automated routing rules, we ensured high-priority prospects received immediate attention while lower-value inquiries entered nurture sequences.

     

Automate the Sales Process

  • By identifying repetitive tasks and replacing them with intelligent workflows, we freed Kurt's team to focus on technical expertise rather than administration.

  • Automation was at the heart of the solution, with workflows handling follow-ups, task reminders, and data updates.

     

Establish Trust Through Nurturing

  • Strategic nurture sequences delivered valuable content to prospects, building trust and credibility over time.

  • These sequences were tailored to individual behaviours and needs, ensuring relevance and engagement.

     

Enhance Visibility and Reporting

  • Customised dashboards provided clear insights into marketing performance, lead quality, and conversion analytics.
  • This data allowed us to refine their ideal customer profile and identify successful deal patterns.
report

The Results

$1M

Revenue closed in just 4 months

 

10%

Of their 4.5 year revenue achieved in just 150 days

 

5/5

Client satisfaction rating

With Neighbourhood's help, Erect-A-Rack achieved a remarkable transformation in their sales operations. In just over four months, they closed more than $1 million in new business—representing 10% of their previous 4.5-year revenue total in just 150 days. Their optimised HubSpot implementation now effectively qualifies leads, nurtures prospects, and ensures no opportunity falls through the cracks.

By addressing their pain points and building a scalable, automated system, we helped Erect-A-Rack not only resolve their challenges but also set them up for sustainable growth. Their sales team can now focus on high-value opportunities while the automated nurturing and follow-up processes handle the rest.

 

Exceptional knowledge with great support

From the initial engagement with Trav I knew we were in good hands. The team were extremely supportive in giving us what we were looking for. The team designed a visual plan identifying all areas to be covered to give us the best outcome. Harry was fantastic and supportive every step of the way. I highly recommend Neighbourhood to anyone. We will be back again!

Kurt Oldham
Director | Erect-A-Rack

Conclusion

This project wasn’t just about optimising HubSpot; it was about transforming Erect-A-Rack’s entire approach to sales and marketing. The results speak for themselves: $1M in new business in just 150 days, a streamlined sales process, and a scalable system that positions them for continued success.

With their new tools and processes in place, Erect-A-Rack is now ready to achieve even greater heights.

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