Building a Project Intelligence System for Complex B2B Sales

The Challenge

Major projects involve owners, prime contractors, subcontractors, multiple locations, contacts, deals and years of activity. Tracking that information in flat spreadsheets or isolated deal records hides the relationship between project value and sales effort. The United States team wanted to reproduce an Australian model without flooding the CRM with unowned or inaccurate records.

What I Did

I demonstrated and documented a HubSpot project model built around a custom object. Projects could hold overall value, status and activity, then associate to subprojects, companies, contacts and deals. I defined the role of association labels, consistent tags and salesperson ownership, and explained when CSV import or an external project-data integration could accelerate setup without sacrificing accountability.

How I Did It

• 01: Modelled the real commercial hierarchy instead of forcing everything into a deal record.
• 02: Used association labels to distinguish owners, prime contractors and subcontractors.
• 03: Kept salespeople responsible for records they actively tracked while allowing controlled bulk preparation.
• 04: Connected email, site-visit notes and tasks so activity accumulated around the project automatically.

The Result

The Australian system gave sales leadership a top-level way to filter projects by value and activity while drilling into the companies and people involved. The United States team left with a concrete design direction, field and status questions to resolve, and a safe path for adapting the model. The result was project intelligence that could support prioritisation rather than just record storage.

Why It Matters

I build CRM structures around the decisions a sales team needs to make, then protect the data behaviours that keep those structures useful.