menu
SALES

CRM for Sales: pipeline, routing and AI in one place.

Most sales CRMs demand more than they deliver. Too many required fields, leads distributed by gut feeling, Breeze agents running on a dirty data model. We build it as a whole: Sales Hub or Sales Cloud configured for the rep, lead routing and qualification built into the setup, and the Breeze copilot and agent layer on a foundation that holds. One engagement, one setup, one responsible party.

Book a strategy call Take the Maturity scan first
What do you get?
  • 01
    Pipeline and properties Stages, required fields and rep dashboards. Built for usage, not reporting appetite.
  • 02
    Lead routing and SLA Scoring, MQL/SQL definition, routing rules and reassignment on SLA breach.
  • 03
    Workflows and automations Stage automations, deal rotting, tasks, hand-overs. All documented.
The observation

200 deal properties in your CRM, and your sales meeting still runs on a spreadsheet.

A CRM that works against sales was an implementation choice, not a tool problem. Reps spend an average of 30 per cent of their time on admin. Half of incoming leads sit untouched for three days. We do it differently: we design the setup around what the rep actually does, not around the reporting appetite of management. That starts with a considered CRM architecture that grows with your sales process. These are the four patterns we see in almost every audit.

01

Too many required fields

Anyone booking a first demo has to fill in 14 fields. Nobody does it properly. Fields get filled at random and forecast reliability drops.

02

Routing by gut feeling

The head of sales distributes leads via Slack or word of mouth. Hot accounts go to the favourite rep, other leads are a mess. Lead routing and SLA monitoring exist on paper only.

03

Workflows nobody understands

An automation from 2022 is still sending emails. Nobody knows why. Nobody dares to change it, because the house of cards would collapse.

04

No foundation for agents

You want to use Breeze, but properties are dirty and lifecycle is unreliable. An agent on bad data produces bad data faster.

How we get there

Four phases over eight to twelve weeks.

Whether it is a new HubSpot implementation or cleaning up a messy existing environment, the approach is the same. Lead routing and AI agents are part of the same phasing, not a separate engagement.

01 Week 1·2

Audit and scope

We log into your current CRM, or start greenfield. Which properties are active, which workflows are running, how leads currently come in. Then a targeted scope: clean up or rebuild.

Wat je krijgt audit report, top-10 quick wins and scope proposal
02 Week 3·4

Design and routing

Pipeline design, property tree, workflow map and dashboard spec on paper. Scoring model, MQL and SQL definitions and routing rules with marketing and sales at the same table.

Wat je krijgt CRM blueprint, scoring model and SLA agreements
03 Week 5·8

Build and agents

Hands-on configuration in HubSpot. Properties, stages, routing workflows, dashboards and Breeze agents. Existing data migrated or cleaned. Test runs with two reps before go-live.

Wat je krijgt working Sales Hub setup, live routing and agent layer
04 Week 9·12

Adoption

Role-based training in the live environment. Workbook for rep onboarding. Four weeks alongside the weekly sales cadence to refine on real deals and routing outcomes.

Wat je krijgt rep onboarding playbook and setup adjusted on feedback
Lead routing in this engagement

Every lead to the right rep, within five minutes.

The average B2B lead waits 42 hours for a first response. The best leads have long since clicked through to your competitor. Routing and scoring belong in your sales CRM, not in a Figma nobody opens. We build this as part of CRM for Sales, not as a separate service.

01

Scoring on fit and intent

Fit (function, industry, size) and intent (demo request, pricing page, repeat visit) with justified weights. Not 8 points because it was convenient.

02

MQL and SQL definition

A marketing lead is accepted or not, no discussion per lead. Marketing and sales commit to the same model, signed off in week 4.

03

Routing rules live

Round-robin, territory or account ownership. In HubSpot or Salesforce. Five minutes for demo requests, four hours for lower intent.

04

Feedback loop to marketing

Sales marks per lead whether fit and intent matched. Marketing gets acceptance rate per campaign. Both teams improve in the same direction.

Who helps you

Architect, builder and RevOps lead.

Configuring HubSpot is people work. You sit at the table with Yoni for design, Carsten for the hands-on build and Carel as RevOps lead who connects it to the broader sales engine.

Not sure where you stand? Our Maturity scan gives a first indication.

  • Yoni Lammens

    Yoni Lammens

    Strategist & Sales Architect

    Translates your sales process into pipeline architecture, scoring model and property design. Ensures the setup matches how you actually sell, not what HubSpot offers by default.

  • Carsten Huiskamp

    Carsten Huiskamp

    Consultant & online marketeer

    Handles the hands-on build in HubSpot. Pipelines, properties, routing workflows, sequences, Breeze agents and dashboards. Trains your sales team and stays involved until adoption is in place.

  • Carel Schrier

    Carel Schrier

    RevOps Lead / Strategist

    Connects the sales CRM setup to marketing and service. Lifecycle stages, hand-over SLAs, attribution. Present at the first conversation and stays involved until the review is complete.

Case · B2B mid-market

From 200 properties and a spreadsheet forecast to a HubSpot reps actually sell with

A B2B organisation with 18 reps had let HubSpot grow for three years. 200 deal properties, workflows from 2022 that nobody dared to touch, and a sales meeting still running on a spreadsheet. Reps only logged in to fill in required fields for management.

In ten weeks we reduced the pipeline to 6 stages, properties to 18, and put routing and SLA in place. Breeze agents for research and intent detection added on top. The sales meeting now runs on the coverage dashboard with sharp forecast and pipeline discipline, reps use the CRM because it saves work rather than adds it.

Read more cases
B2B client
Sales Director, ~80 employees · B2B client
200 to 18
deal properties
10 wks
from audit to adoption
5 min
SLA for demo requests
Frequently asked questions

What clients usually ask.

Straight answers to the questions we hear before almost every engagement.

Do you work with HubSpot or also Salesforce?

Our preference is HubSpot, as we are a Platinum Partner Netherlands and most B2B work is mature there. For enterprise deals or complex product lines we also work in Salesforce Sales Cloud.

A migration between the two is also something we do, provided there is a sound reason for it.

Is lead routing included in this engagement?

Yes. Lead scoring, MQL/SQL definitions, routing rules and SLA monitoring are part of CRM for Sales. We do not think it makes sense to deliver that as a separate service, because it lands in your sales CRM and only works when marketing and sales commit to the same model.

Do you use BANT, MEDDIC or something else for qualification?

That depends on your deal size. A lighter qualification approach for SMB and transactional deals, a more comprehensive one for mid-market and enterprise. We do not prescribe a fixed framework, but adapt it to your deal cycle. Often a lighter variant than the textbook version.

How long does a CRM implementation take?

Eight to twelve weeks for a complete setup including routing and adoption. A clean-up engagement for an existing environment can be done in four to six weeks. For enterprise with multiple business units and data migrations it can extend to sixteen weeks.

What does a CRM implementation via Addmark cost?

Our services are tailored and typically sit within a RevOps-as-a-Service retainer where strategy and execution come together. Book a call and we will put together a proposal based on your situation.

Can you clean up our existing HubSpot?

Yes, that is more often our work than starting from scratch. We start with an audit and produce a priority list. Often we achieve 50 to 70 per cent improvement with the top-10 interventions, before moving to a full restructure.

How do you approach adoption?

Three ingredients: a setup that saves work rather than adds it, short role-based training sessions in the live environment, and four weeks alongside the sales manager in the weekly cadence. Reps will use what helps them, not what they are told to.

How do you account for Breeze and AI agents?

HubSpot has been an agentic customer platform since 2026. Agents run on your data model, so property quality and pipeline hygiene are the foundation. We build for that from the start and deploy Breeze agents for research, intent detection and initial follow-up. The rep stays in control, the agent does the preparation.

Ready to get started?

Ready for a CRM that makes sales faster?

Start with a conversation. We log into your current HubSpot or Salesforce together and give you an honest baseline. Then a targeted scope and a phased plan.

Book a strategy call Take the Maturity scan first