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.
100%
Attribution visibility — 60 days
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.
Goals
Implement HubSpot as the company's first CRM
Build pipeline stages and lifecycle automation
Establish attribution from first touch to closed appointment
Create governance documentation for long-term maintainability
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
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
Results
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.