01
Problem
Trusted Carrier connects shippers, freight forwarders and verified carriers across the EU-27, with verification handled at the source so there are no PDFs and no repeat uploads. Commercially, though, the funnel leaked. Sign-ups arrived from LinkedIn campaigns and organic traffic, but there was no structured way to qualify them, route them to the right owner, or follow up on time. Contact records were thin, often just a name and an email, so the team couldn't tell a three-truck regional hauler from a 500-vehicle fleet without manual research. The pipeline was effectively a flat list, and well-fit leads went cold before anyone reached them.
02
Approach
We ran a RevOps audit of the entire funnel before touching a single setting: how leads enter, which fields are captured, where deals stall, what data is missing to act, and which manual steps eat the team's day. That produced a target operating model mapped to Trusted Carrier's actual sales motion (distinct journeys for carriers and for shippers) instead of a generic CRM template. Enrichment, lead scoring and routing were designed together, so the moment a lead lands it is already qualified and assigned to the right person.
03
Solution
We rebuilt HubSpot end to end. Multi-stage deal pipelines model the carrier and shipper journeys with explicit entry and exit criteria at every stage. Lifecycle automations move contacts from lead to MQL to SQL, and routing workflows assign each one to the right owner with no manual triage. An Apollo.io enrichment layer fires on contact creation and appends firmographics (company size, fleet, country, role) so reps see the full context before the first call. On top of the enriched data we added lead scoring and reporting dashboards for pipeline velocity and stage-by-stage conversion. Every workflow is documented and handed over so the team owns and extends it.
04
Outcome
The commercial team now works an enriched, automatically-prioritised pipeline instead of a raw list. New leads are qualified at the source, scored, and routed to the right rep within seconds of arriving, and each conversation opens with the account already understood. The conversion audit went beyond the build: it handed leadership a prioritised roadmap of the specific friction points (form fields, follow-up timing, hand-off gaps) to fix next, turning HubSpot from a contact database into a measurable revenue engine.
