Objective
Build and document a lean HubSpot CRM setup demonstrating practical data modelling, lead capture, qualification, segmentation, deal management, task-based follow-up and reusable communication.
CRM SYSTEM DESIGN · PRACTICAL PROJECT
HubSpot CRM — Design & Configuration
A practical CRM setup connecting lead capture with data structure, qualification, pipeline management and organized follow-up.
PROJECT OVERVIEW
From CRM design to a functioning system.
A self-directed HubSpot implementation for Aris Digital Hub. Demo and test records were used to build a coherent CRM workflow that can be demonstrated and reviewed in practice.
The system follows a lean digital marketing workflow: capture a consultation request, organize contact and business information, qualify the opportunity, manage a demo deal, record the next action and support consistent follow-up.
The challenge
A useful CRM with a clear, manageable structure.
- Design a CRM that covers the essentials without overengineering the setup.
- Connect lead capture, qualification, segmentation, pipeline activity and follow-up into one coherent operating model.
- Create fields and naming conventions that make records easier to understand and maintain.
- Demonstrate implementation evidence while separating demo activity from real clients, leads and commercial outcomes.
- Keep the exercise focused: advanced automation, complex reporting, tickets and production tracking were intentionally excluded.
MY CONTRIBUTION
Scope, configure, test and document.
Defined the CRM scope and naming convention ADH | Asset Type | Purpose.
Configured custom properties for Contacts, Companies and Deals.
Built and published a Free Consultation form and tested form-to-contact creation.
Created demo lifecycle records, active lists and qualification segments.
Configured a practical deal pipeline with clearly labelled demo deals.
Created manual follow-up tasks and reusable message templates with personalisation tokens.
Documented the implementation, screenshots, boundaries and possible next steps.
Operating model
Five connected stages. One coherent workflow.
Capture
Free Consultation form
Structure
Contact and company data
Qualify
Status, fit and priority
Progress
Discovery and demo deal
Follow-up
Tasks and templates
The model demonstrates an operating sequence. Follow-up tasks were created manually; advanced workflow automation was outside the exercise scope.
Approach
Build what the operating model needs.
Scope and naming
The exercise focused on the core objects and activities needed for a clear CRM setup. A consistent asset-naming convention supports navigation and documentation.
Data model
Custom Contact, Company and Deal properties cover service interest, lead source, consultation status, lead quality, business type, budget range, tracking status, business goals, proposal status and deal priority.
Lead capture test
The Free Consultation form was built and published. A controlled test submission verified that it created a contact record in HubSpot.
Qualification and segmentation
Demo records and active lists show how contacts can be grouped by interest, consultation status and qualification criteria.
Pipeline and next actions
The pipeline runs from New Request through discovery, proposal and negotiation to Closed Won, Closed Lost or Nurture Later. Demo deals and manual follow-up tasks tested the operating logic.
Reusable communication
Message templates with personalisation tokens support consistent, adaptable follow-up. The exercise is not presented as a fully automated production system.
THE IMPLEMENTATION
Four practical CRM components.
Custom CRM properties
Custom properties across Contacts, Companies and Deals supporting qualification and pipeline decisions.
Free Consultation form
A published demo form, tested through a controlled submission to verify contact creation in HubSpot.
Segments and deal pipeline
Active lists, qualification segments and a staged demo deal pipeline supporting opportunity assessment and prioritisation.
Tasks and message templates
Manual next-action tasks and messages with personalisation tokens for organized, consistent follow-up.
INSIDE HUBSPOT
A closer look at the implementation.
These screenshots document the core CRM setup: custom properties, the form, segmentation, the deal pipeline and follow-up. All come from the project’s demo environment and can be enlarged for closer inspection.
01 · DATA STRUCTURE
02 · LEAD CAPTURE
03 · PIPELINE MANAGEMENT
04 · FOLLOW-UP
Outcome
A connected CRM, from lead capture to follow-up.
The project connects data structure, qualification, the deal pipeline and next actions in one workflow.
The practical outcome is a business requirement translated into a CRM system that can be demonstrated, tested and developed further.
What this project demonstrates
Practical CRM implementation capability
CRM requirements and scope definitionHubSpot object and property configurationCRM data modellingForm and lead-capture testingLead qualification and segmentationDeal pipeline designTask-based follow-upReusable communication templatesOperational documentationEvidence and claim discipline