Datapel sells warehouse management software to organisations running complex logistics operations. Sales cycles are long, deals are high-context, and customers stay on as subscribers rather than one-time buyers.
That business model creates a non-negotiable requirement:
Leadership needs to trust pipeline and recurring revenue numbers.
HubSpot was already live across sales and marketing. Teams were actively using it. Data existed across Contacts, Companies, and Deals.
But despite adoption, HubSpot wasn’t delivering confidence.
From the outside, Datapel’s CRM looked “set up.”
From the inside, it was harder to answer basic questions without caveats:
Reports existed, but they didn’t always agree.
Dashboards raised questions instead of resolving them.
That’s when Datapel engaged RevOps Central.
Datapel wasn’t looking for:
They wanted better visibility without breaking what already worked.
The initial request was tactical: optimise a few fields and build dashboards for sales managers and leadership.
What followed was more foundational.
As dashboards were built, a pattern emerged:
The dashboards themselves weren’t the issue.
The data underneath them wasn’t telling a consistent story.
Fields were used inconsistently.
The same information lived in multiple places.
Important data was optional, while low-value fields were filled reliably.
Reporting worked, but it was fragile.
Rather than layering more reports on top, RevOps Central paused dashboard work and shifted focus to data foundations.
Every field across Contacts, Companies, and Deals was reviewed with one question in mind:
Does this field help the business sell, forecast, or manage revenue?
From this, a Minimum Data Requirement framework was introduced:
This gave teams clarity on what mattered and when.
With data standards defined, HubSpot was reshaped around real usage:
Views were tailored by role:
Data quality improved because the system asked for less, at the right time.
Lifecycle stages were reconfigured to reflect how Datapel actually moves prospects through the funnel.
Progression was tied to real handoffs between marketing and sales, not interpretation. This created a clear connection between:
For the first time, everyone was using the same language inside the system.
Given Datapel’s subscription model, recurring revenue visibility was critical.
HubSpot’s Subscriptions module was implemented to track:
Revenue could now be viewed alongside pipeline and lifecycle stages—without spreadsheets.
By the end of the engagement:
The CRM stopped being debated and started being trusted.
As confidence in the system increased, Datapel extended the engagement.
RevOps Central now acts as a Virtual CRM Manager, focusing on:
Datapel’s experience is familiar to any B2B SaaS company that:
The takeaway isn’t about dashboards.
It’s about building a CRM foundation strong enough that dashboards don’t need defending.
That’s what RevOps Central delivered.
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