Building HubSpot for the next stage of growth

Optimile was growing quickly, with two brands serving different parts of the EV charging market. Optimile provides technology for companies building their own e-mobility services, while Mobiflow operates as a mobility service and charging brand in its own right.

As the commercial organisation grew, the systems around it needed more structure. Customer and deal information had to move from the existing CRM setup into HubSpot. Sales needed clear pipelines and consistent data. Marketing needed to segment audiences, capture demand and support commercial follow-up.

And all of that had to work across two brands without turning the CRM into two disconnected systems.

The challenge was larger than a CRM migration. The goal was a commercial foundation that could grow with the company.

The work started with the CRM foundation. Existing commercial data was migrated from Teamleader into HubSpot and structured around companies, contacts and deals.

Optimile and Mobiflow each received their own sales pipeline, so each brand follows its own commercial process while working inside the same HubSpot environment. Properties, deal stages and required information were structured to make the data more consistent and more useful for both Sales and Marketing.

The objective was not simply to move records from one system to another. The new structure had to support what came next: segmentation, automation, reporting and better commercial follow-up.

Connecting Marketing and Sales was a central part of the setup. When someone submits a contact form or commercial request, the process does not stop at creating a contact record.

HubSpot creates a lead and assigns the follow-up through a round-robin process, giving Sales a clear next action instead of leaving incoming demand sitting inside the CRM. A marketing conversion becomes an operational Sales process.

With the CRM foundation in place, Marketing can use the same customer and company data as Sales. Forms and website interactions feed HubSpot directly, and segmentation can use CRM properties and customer context.

Marketing emails can be managed from that connected environment rather than from separate lists and disconnected tools. That creates the foundation for lifecycle communication, targeted campaigns and automated follow-up, while the commercial context stays available to Sales.

The technical setup was only part of the project. I also helped onboard the Sales team into the new way of working, so the CRM becomes useful in daily commercial work rather than another database that gradually loses its structure.

Optimile and Mobiflow now work from a more connected HubSpot environment across CRM, Marketing and Sales. Commercial data has a clearer structure, each brand works through its own pipeline, and incoming requests move into a defined follow-up process.

Just as importantly, the setup creates a stronger base for continued automation, richer segmentation and reporting as the organisation continues to scale.