Senior Commercial Leader · HubSpot Architect · RevOps · AI Optimisation

I Build Revenue Engines
That Actually Work

I take messy, underperforming commercial infrastructure and rebuild it into clean, automated revenue systems that sales, marketing, and leadership can trust.

View Case Studies What I Do
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Years in SaaS
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Revenue vs Target
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More Deals Per Month
Richard Crow
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CORE EXPERTISE

Messy HubSpot to Revenue Machine

I take broken, underperforming HubSpot ecosystems and rebuild them into clean, automated revenue infrastructure — systems that sales teams actually use and leadership teams can trust.

Full HubSpot Ownership

Single source of commercial truth. Complete end-to-end ownership of the HubSpot ecosystem — from initial architecture to ongoing governance.

  • CRM architecture, data modelling & custom objects
  • Data integrity, deduplication & enrichment
  • Lifecycle stages, lead routing & attribution
  • Pipeline structure, deal stages & fields

Integrations & Enrichment

Connecting your entire revenue stack — website, events, email, enrichment, and AI tools — into a unified data engine.

  • Website & form lead capture
  • Cognism API data enrichment
  • AI workflows via n8n & Claude
  • Multi-system attribution modelling

Revenue Dashboards & Forecasting

The visibility layer that lets leadership make confident decisions — pipeline velocity, forecast confidence, and commercial outcomes in one place.

  • MQL to Closed Won full-funnel reporting
  • Pipeline velocity & forecast dashboards
  • Conversion ratio & win rate tracking
  • Churn risk & expansion signals

Marketing Automation

Sequences, nurture journeys, and outbound workflows that generate measurable pipeline and improve funnel conversion end to end.

  • Sales sequences & personalised outreach
  • Lead scoring & behavioural triggers
  • Drip campaigns & trial conversion funnels
  • Partner & channel automation

CRM Governance & Documentation

Sustainable systems need process standards. I build governance frameworks that keep data clean and systems scalable long-term.

  • Process documentation & sales playbooks
  • Data validation & quality standards
  • Team training & adoption programmes
  • Vendor & contractor management

See What I Bring to the Table

Expert-level HubSpot experience, a proven track record fixing CRM data integrity, deep B2B funnel understanding, and a proactive approach to operational discipline.

Full Expertise Overview
CASE STUDIES

Proven Results in the Real World

Two anonymised examples of rebuilding broken commercial infrastructure into high-performing revenue engines — with the numbers to back it up.

Travel Technology SaaS · Startup Stage

Zero to Growth Engine

Joined at MVP stage with zero commercial infrastructure. Revenue had completely stalled for four months. HubSpot was unused and the business was spending £60,000/year on an external agency for basic commercial execution.

The Challenge

No CRM architecture, no pipeline visibility, no outbound process, no reporting. Sales completely dependent on reactive inbound with no structure around qualifying, converting, or retaining customers.

What I Built

  • Complete HubSpot Sales Hub & Marketing Hub rebuild from scratch
  • CRM architecture with lifecycle stages, pipeline structure, data integrity
  • Automated outbound acquisition using HubSpot + Cognism + AI workflows
  • Full-funnel reporting: MQL to Closed Won with forecast confidence scoring
  • Multi-channel revenue model with investor-grade dashboards
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Data & Analytics SaaS · Scale-Up

Commercial Rewire: From Broken Stack to Scalable Engine

HubSpot existed but didn't reflect how the business sold. Pipeline stages, deal fields, and lifecycle logic were disconnected from commercial reality. Sales, marketing, trials, partners, and customer success each operated in silos.

The Challenge

Data quality issues, zero trial-to-paid automation, no partner pipeline visibility, and leadership making decisions on unreliable forecasts. CRM had become a liability rather than an asset.

What I Built

  • Complete HubSpot ecosystem rewire — pipeline, lifecycle, deal fields, source tracking
  • Connected HubSpot to website lead capture and product usage/trial data
  • Replaced fragmented tools with unified Sales Hub + Marketing Hub + Cognism stack
  • Dashboards across sales, marketing, trials, partners, churn, and revenue
  • Drip funnels for trial prospects; partner programme with structured management process
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DIGITAL TRANSFORMATION

Website Redesign

Too many businesses are running on websites that were built for a different era — static, unclear, and doing nothing to convert visitors into customers. I take outdated digital presence and rebuild it into something modern, purposeful, and built to perform.

Modern & Responsive

Rebuilt with mobile-first design, fast load times, and clean visual hierarchy that works across all devices.

Conversion-Focused

Clear CTAs, structured user journeys, and messaging aligned directly to commercial objectives and buyer intent.

Commercial Messaging

Copy and page structure aligned to how buyers think — built to generate enquiries, not just traffic.

Brand Credibility

Professional visual identity and consistent design that signals investment, builds trust, and differentiates at first impression.

Full Case Study
AI, AUTOMATION & REVENUE SYSTEMS

Building Smarter Revenue Infrastructure
with AI and Automation

Combining commercial instinct with AI and automation to design, build, and operate revenue systems that perform at a level no traditional approach can match.

Claude

Claude

Anthropic's frontier AI — used to analyse pipeline data, generate personalised outbound copy at scale, build automation logic, and surface commercial intelligence that would take hours to find manually.

n8n

The backbone of every workflow I build. n8n connects HubSpot, Cognism, AI models, and enrichment APIs into end-to-end commercial automations — running without manual intervention, 24/7.

Cognism

Cognism

The data layer powering outbound. Cognism delivers verified mobile numbers, direct emails, and firmographic intelligence — GDPR-compliant prospect data that every workflow, sequence, and campaign is built on.

Visual Studio Code

The environment where commercial ideas become working systems. Used to write, test, and deploy every automation, integration, and custom tool — keeping full control over quality and logic.

How the Stack Works Together

Each tool plays a specific role in a connected, automated revenue infrastructure

Cognism Prospect Data
n8n Automation Hub
Claude AI Intelligence
HubSpot CRM & Pipeline
Sequences Outreach
Revenue Deals & ARR

AI-Enabled Revenue Infrastructure

The modern commercial stack goes beyond traditional CRM. By integrating AI with HubSpot, I build workflows that enrich data automatically, trigger intelligent outreach sequences, identify pipeline risk early, and surface insights that would take hours to find manually.

This isn't automation for its own sake — it's applying the right technology to the right commercial problem to get measurable results faster.

Explore the Revenue Stack
SALES ENABLEMENT

Presentations That Win Major Clients

Taking raw technical and commercial information and transforming it into visually powerful, strategically structured sales tools that open doors at enterprise level.

Real Client Result — Volkswagen Meeting Secured

A Transformed Pitch Deck. A Volkswagen Meeting.

"Well your presentation did the trick. We sent it to VW and we've been asked to attend a Teams meeting next week with the VW team to go through new projects they want to involve us in."

Client message received following delivery of a restructured pitch deck
Client WhatsApp — Volkswagen meeting secured after presentation
Full Sales Enablement Overview
SALES COACHING

Building Teams That
Close With Confidence

Commercial leadership isn't just about systems — it's about building the habits, discipline, and skills that turn salespeople into consistent, top performers.

Sandler Sales System

Deep practitioner of Sandler. Trains teams to qualify early, set upfront contracts, manage buyer psychology, and close from a position of strength — not desperation.

  • Pain qualification & discovery frameworks
  • Upfront contracts & mutual agreements
  • Handling objections before they arise
  • Budget, decision, and timeline qualification

Challenger Sale Framework

Building commercially-astute salespeople who teach, tailor, and take control — differentiating on insight and strategic value rather than price or features.

  • Teaching customers something new about their business
  • Tailoring messaging by stakeholder priority
  • Taking control of the commercial conversation
  • Creating constructive tension that drives decisions

Commercial Coaching & Development

Hands-on coaching from prospecting through to close — building cultures of accountability, continuous improvement, and value-based selling that stick beyond the training room.

  • Sales playbook development & embedding
  • Live call coaching & deal reviews
  • Demo technique & qualification training
  • New hire onboarding frameworks
0% Increase in deal frequency under coaching
0mo Average time for new hires to hit target
0% Uplift in team sales activity
0% Improvement in team close ratio
View Full Coaching Approach
RECOMMENDATIONS

Don't Just Take My Word For It

"Rich is an experienced and highly capable sales leader with exceptional CRM expertise and a strong understanding of the importance of alignment between sales and marketing. He has a talent for turning systems, data and process into practical tools that help teams perform at their best."

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Claire Gibson Commercial Marketing Leader — Luxury & Hospitality

"Rich's passion for sales strategy is evident in everything he does. He has a real talent for leveraging automation to streamline and optimise processes, and combines this with a knowledge-led approach to sales that is underpinned by genuine warmth, friendliness, and natural charisma."

JM
Jenny Myatt Event Operations & Logistics Manager

"Rich consistently pushed us to think beyond the standard sales playbook, encouraging creative prospecting, solution-focused selling, and customer value alignment. While working in his team, you always felt challenged, but never unsupported."

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Jacob Hopewell Sales Director — Logistics & Retail Software

"Rich brought clarity, structure, and consistency to our sales process by championing the Sandler methodology — something that truly elevated the way we engaged with prospects and closed deals. His coaching style is both empowering and insightful."

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Thomas Mills Account Executive — SaaS

"Richard is someone who genuinely cares about developing his team. From cold calling techniques to setting upfront contracts and managing deals through each stage of the pipeline, he taught me the fundamentals of what it takes to succeed in sales. What stood out most was his ability to break down complex processes into simple, repeatable strategies."

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Gurpinder Singh Strategic Partnerships — Financial Technology

"Just a quick note to say thank you again for your time earlier. Was spot on in terms of where we want to get to, as well as an eye-opener to the art of the possible — especially how you can really connect sales with marketing and product. And thanks again for the Cognism intro. The other handy info was just to gauge what a 'good' HubSpot price would be to aid our negotiations!"

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Alex Burrows Director — Technology Business

Ready to Build Something That Actually Works?

Let's talk about your commercial infrastructure, HubSpot ecosystem, or revenue operations challenges.

richard.crow@outlook.com 07952 129998