Sales Pipeline Automation & Lead Generation
Replaced a fragmented, manual sales process with an automated pipeline that qualifies, scores, and tracks leads from first contact to conversion.
WattAnyWhere was scaling its commercial operations in the solar energy space, but the sales pipeline was running on manual effort and inconsistent judgment. Sales reps tracked leads in spreadsheets, qualification was informal, and there was no visibility from source to close.
HubSpot was in place but barely used. Lead scoring did not exist. Outreach was ad hoc. Reporting to leadership required someone to manually pull and format data. The result: deals fell through gaps, follow-ups were missed, and the team had no reliable view of pipeline health.
The ask was to turn HubSpot from a contact directory into a functioning revenue operations system, without adding headcount.
I started with pipeline architecture before touching any automation. The existing pipeline stages did not map to how deals actually moved, so I restructured them to reflect the real qualification journey: from inbound contact through MQL, SQL, proposal, and close.
Lead scoring model: Built a scoring matrix in HubSpot using behavioral signals (email opens, page visits, form completions) and demographic signals (company size, sector, geography). Leads crossing the MQL threshold trigger automatic assignment and notification.
Agentic outreach: Built HubSpot workflows that send sequenced outreach based on lead score and stage, with conditional branching based on engagement. No manual sending. Every touchpoint is logged automatically.
Source-to-close tracking: Connected the full attribution model so leadership could see, for the first time, exactly which channels and campaigns were generating deals that closed, not just leads that entered the funnel.
I also built a weekly pipeline report that generates automatically and distributes to leadership, replacing what had previously been a 2-hour manual process.
- The full pipeline from source to close is now automated. No manual data entry. No manual outreach scheduling. No manual reporting.
- Lead qualification became consistent and measurable for the first time, replacing judgment calls with a reproducible scoring system.
- The weekly pipeline report now generates automatically. Leadership reclaimed 2 hours per week that had been spent on manual reporting.
- Sales reps shifted their time from administrative tasks to client conversations, which was the original goal.