It scales on focus, trust, and context.
Subcinctus Consulting is a boutique advisory firm working across sustainability, decarbonisation, circular economy, and ESG initiatives. Their work spans Australia and the Middle East, including Saudi Arabia and the UAE, and involves complex, high-context engagements rather than transactional sales.
Outbound has always played a role in their growth, not to generate volume, but to reach a very specific set of organisations aligned with their expertise and mandate.
Precision mattered more than reach.
Relevance mattered more than activity.
As outbound activity increased, something subtle but important changed.
Campaigns were running.
Prospects were replying.
Meetings were being booked.
But each week, more time was spent figuring out what was happening than actually engaging with prospects.
Understanding:
required manual coordination across tools and spreadsheets.
From the outside, outbound looked effective.
Inside the business, it was becoming harder to manage without friction.
Outbound campaigns were running in Smartlead.
HubSpot existed as the CRM.
But they weren’t operating as a single system.
There was no reliable way to see the full journey of an outbound lead, from first contact to closed engagement.
For a consulting firm where credibility and traceability matter, this became a risk.
Nothing had broken. Deals were still progressing.
The concern was more structural.
Growth was increasingly dependent on:
Without a dependable system, scaling outbound would mean scaling coordination cost and risk at the same time.
For an ESG consultancy, that’s not acceptable.
Subcinctus engaged RevOps Central with a clear objective:
Make outbound reliable, without turning it into a volume machine or adding admin overhead.
This was not framed as an integration or automation project.
The goal was to understand:
Only after that understanding was clear did system design begin.
Several foundational gaps emerged:
Most importantly, Subcinctus’ understanding of who they should be targeting, their ideal organisations, regions, and mandates, lived in people’s heads, not as structured data in the CRM.
That made precision outbound difficult to scale.
The work started with deliberate data alignment.
Smartlead and HubSpot were mapped so that:
flowed into the CRM in a consistent, predictable way.
Contact and company data was cleaned, standardised, and normalised. The CRM began to reflect what the team already knew, but had never systemised.
This removed ambiguity without introducing rigidity.
With a stable data layer in place, HubSpot was restructured to support how Subcinctus actually operates:
HubSpot stopped being a passive record system and started acting as operational memory for the firm.
A structured end-to-end journey was defined:
Replies in Smartlead triggered structured actions inside HubSpot. Follow-ups were consistent. Deals were created with full context and traceability back to the original outreach.
What previously required manual coordination now happened quietly in the background.
Subcinctus now operates with a unified view of outbound and inbound activity.
The team can see:
all without spreadsheets or manual checks.
Outbound can now scale without diluting focus, and HubSpot serves as a trusted source of truth for growth decisions.
If you’re an ESG or sustainability consultancy, this case matters because it shows:
RevOps Central didn’t push tooling.
They built structure that ESG firms can trust.
That’s why Subcinctus scaled outbound, without losing what made it effective in the first place.
%20(4).png){kind=spacer}
