No. 01Expert Radiology
CRM Infrastructure Built from Zero
Expert Radiology had no formal CRM system. Contacts lived in spreadsheets, pipelines were tracked manually, and attribution was invisible. The marketing function needed a real operational foundation before anything else could scale.
I.
The problem
No CRM, no attribution, no lifecycle visibility. Every campaign outcome was anecdotal. Leadership had no reliable way to connect marketing activity to booked appointments or revenue.
II.
Goals
- 01
Implement HubSpot as the company's first CRM
- 02
Build pipeline stages and lifecycle automation
- 03
Establish attribution from first touch to closed appointment
- 04
Create governance documentation for long-term maintainability
III.
Approach
- 1
Audited all existing contact data sources: spreadsheets, email lists, form submissions
- 2
Designed pipeline architecture: stages, lifecycle stages, custom properties, and user role permissions
- 3
Migrated and deduped ~3,000+ contacts with governance tagging
- 4
Built automated workflows for lead routing, lifecycle progression, and deal updates
- 5
Configured attribution models tying UTM parameters to HubSpot contact sources
- 6
Delivered documentation and team training for ongoing use
IV.
Systems used
- HubSpot
- CRM architecture, pipeline design, automation, reporting
- Excel
- Data audit, deduplication, migration staging
- Figma
- Pipeline architecture diagrams and documentation
- Zapier
- Integration bridges to external tools
V.
Results
100%
Attribution visibility in 60 days
- 100% attribution visibility achieved within 60 days of kickoff
- Zero manual pipeline tracking; all stages automated
- 3,000+ contacts migrated, deduped, and governance-tagged
- Foundation for all subsequent GTM campaigns and reporting
Strategic takeaway
CRM implementation is an infrastructure project, not a software purchase. The architecture decisions you make on day one determine what you can measure and automate for years. Starting with governance in mind saved months of rework.