To support Brock Built’s growing sales and marketing operation, LAIRE executed a complete HubSpot transformation. Leveraging their Diamond Partner expertise, they overhauled the CRM architecture, redefined lead and deal logic, and introduced AI-assisted workflows. The engagement also included a 2-month deep dive to build a strategic roadmap for sustained marketing success, ultimately delivering a faster, cleaner, and more reliable portal.
The Challenge: A CRM Full of Activity, But Lacking Confidence
When Brock Built began transitioning from an outsourced Online Sales Consultant (OSC) model to an in-house sales organization, leadership recognized that HubSpot needed to become more than a database. It needed to serve as a unified platform that connected marketing, sales, reporting, and customer insights across the business.
The challenge was that years of growth had left the portal difficult to manage. Sales teams used HubSpot differently across communities, duplicate records created confusion, lead ownership was inconsistent, and reporting lacked the reliability needed for confident decision-making.
Before the rebuild, HubSpot lacked consistency across the sales process. Different sales agents used the system in different ways, resulting in gaps in reporting, duplicate contacts, unclear ownership, and inconsistent lead tracking. We didn’t fully trust the data because there wasn’t a strong structure or governance in place behind it.
– Hilary Gibney, Marketing Director, Brock Built
Marketing struggled to accurately measure lead quality and campaign performance, while sales representatives spent valuable time correcting data and manually processing leads instead of engaging prospects.
To support future growth, Brock Built partnered with LAIRE, a Diamond Solutions Partner, to rebuild the foundation of its HubSpot ecosystem across both Marketing Hub and Sales Hub.
The Solution: A Strategic CRM Architecture Overhaul
The engagement began with a comprehensive audit and restructuring of HubSpot’s underlying architecture. More than 4,000 duplicate records were merged, over 160 unused properties were removed, and governance improvements reduced Super Admin access by 63%, resulting in a cleaner, more secure environment.
Beyond cleanup, the project focused on redesigning how leads moved through the business.
LAIRE worked with Brock Built to redefine the lead-to-deal process, creating a standardized framework that clearly separated inquiries, qualified opportunities, and true revenue-generating deals. Sales workspaces, permissions, reporting structures, and operating procedures were redesigned to create consistency across teams and communities.
The redesigned workspace gave the team a much more organized and intuitive process from lead intake through contract. Everyone now understands where opportunities stand, what actions are needed next, and how to prioritize follow-up. It created alignment across communities.
– Tom Temmel, Director of Sales, Brock Built
The team also implemented a more intentional lead scoring strategy that allowed marketing and sales to better identify high-intent buyers. Rather than treating every inquiry equally, Brock Built gained clearer qualification signals that helped sales teams prioritize the right opportunities and focus their time more strategically.
The result was a more aligned sales and marketing operation where both teams could trust the data, understand prospect engagement, and measure performance with greater accuracy.
AI Usage: Applying Breeze and Custom Prompt Engineering to Eliminate Friction
As part of the transformation, Brock Built incorporated HubSpot Breeze AI to solve a significant operational challenge.
Using HubSpot's advanced AI workflow actions and custom prompt execution, Brock Built implemented an automated system that automatically extracts unstructured lead data, formats it perfectly, and populates the standardized contact records. This eliminated 5 to 10 minutes of administrative drag per lead, instantly clearing the path for the sales team to follow up.
Using Breeze AI and custom prompt engineering, Brock Built implemented an AI-powered workflow that automatically converted unstructured lead information into standardized HubSpot records. This significantly reduced manual processing while improving data quality and consistency.
One of the most valuable implementations was building an AI-powered workflow that automatically converts incoming BDX data into usable HubSpot contacts, significantly reducing manual processing and cleanup time for the sales and marketing teams.
– Hilary Gibney, Marketing Director, Brock Built
The team also leveraged HubSpot’s AI-powered conversation intelligence tools with the Breeze Assistant to automatically capture meeting summaries, customer goals, decisions, priorities, timelines, and next steps directly within the CRM. This produced documentation that improved visibility across teams, strengthened follow-up consistency, and ensured valuable customer insights were no longer trapped in disconnected notes or conversations.
Rather than using AI for experimentation, Brock Built applied it to remove friction from critical business processes and improve the quality of information available throughout the organization.
The Results: From Complexity to Clarity
The transformation delivered measurable operational improvements while creating a stronger foundation for future growth. Key outcomes included:
- 4,000+ duplicate records merged
- 160+ unused properties removed
- 63% reduction in Super Admin access
- Standardized lead management and sales processes across communities
- Improved lead prioritization through enhanced scoring and qualification
- Reduced manual processing of inbound leads through AI-powered automation
- Greater consistency in sales follow-up and opportunity management
- Increased confidence in reporting, dashboards, and pipeline visibility
- A comprehensive strategic marketing plan containing personas, competitor research, & unique selling points.
Perhaps the most significant outcome was organizational trust.
Six months earlier, visibility into pipeline performance was fragmented and difficult to interpret. Today, Brock Built has a clear view of where leads originate, how opportunities progress through the funnel, and where bottlenecks exist. Leadership can make decisions with greater confidence because reporting reflects reality rather than assumptions.
Leadership now has far greater confidence in the accuracy of reporting, pipeline visibility, and conversion metrics. That trust allows us to make more informed business decisions based on real performance data rather than assumptions.
– Hilary Gibney, Marketing Director, Brock Built
As Brock Built continues expanding communities, launching a new website, and investing in future marketing initiatives, HubSpot now serves as a scalable operating platform that supports both growth and execution.
Why This Work Matters
What was once viewed as a system that required constant workarounds has become a trusted foundation connecting marketing, sales, reporting, and customer intelligence across the business.
In the words of the Brock Built team:
The HubSpot rebuild transformed our CRM from something that often felt difficult to trust or work through into a much stronger operational foundation that supports smarter marketing, faster sales follow-up, better visibility, and long-term scalable growth.
