The Client

Nova Workforce Solutions is an alliance between Rullion and Allegis Global Solutions.

The business brings together MSP and services procurement for critical infrastructure organisations. Nova was launching with a new website, new brand assets, and a new HubSpot portal. The team needed a working system before campaign activity started coming in.

The Challenge

Nova Workforce Solutions was launching a new go-to-market motion, with a new brand, new website, and new HubSpot portal all coming together at the same time.

The team needed a practical CRM setup that could support campaign activity, long sales cycles, event promotion, content downloads, and early pipeline visibility, without overbuilding beyond the limits of their HubSpot plan.

They faced several critical hurdles:

• Fresh portal, immediate GTM pressure: Nova needed to move from a blank HubSpot setup to a working environment quickly, so website forms, event campaigns, and sales activity had somewhere reliable to land.

• Complex opportunity tracking: Nova’s sales cycle can run from 6 months to 2+ years, meaning the pipeline has to track early signals, discovery, qualification, long engagement periods, proposal activity, contracting, and final outcomes.

• Independent CRM structure: Nova needed a clean HubSpot environment rather than being built into Rullion’s existing setup. The sales pipeline also needed to simplify Rullion’s existing pre-sales/sales structure into one Nova pipeline designed for long, complex sales cycles.

• Starter plan constraints: HubSpot Starter limited what could be automated, cloned, and reported on. Form automations had to be rebuilt manually when forms were cloned, and the 1,000 marketing contact cap meant data hygiene needed to be built into the handover.

• Data and compliance dependencies: Imports from Rullion, AGS, and event lists needed clean mapping, source tagging, company association, and GDPR checks before the team could safely scale marketing activity.

The Solution

RevOps Automated delivered a ground-up HubSpot implementation for Nova, focused on giving the team a usable CRM foundation for early sales and marketing activity.

The build covered CRM structure, sales pipeline design, marketing capture, reporting, data guidance, and handover support.

Key pillars of the project included:

• Nova Sales Pipeline: We built a dedicated pipeline with stages from Signal Logged through to Closed Won, Closed Lost, and Closed Other, giving the team one shared process for tracking long-cycle opportunities.

• CRM data structure: We created 56 custom properties across contacts, companies, and deals, covering campaign attribution, event data, content downloads, bid management, alliance ownership, company intelligence, and reporting.

• Website form journeys: We built 4 core form routes for Newsletter Signup, Talk to Us, Event Registration, and Content Download, each designed around a specific entry point into Nova’s HubSpot portal.

• Campaign tracking: We added hidden fields and UTM properties so Nova could capture source, campaign, content, event, and persona data from form submissions.

• Reusable campaign assets: We created branded and plain email templates, plus a landing page template based on Nova’s website and brand kit.

• Sales and marketing dashboards: We built 10 reports across 2 dashboards, giving Nova early visibility into form activity, personas, workflow runs, email engagement, deal movement, sequence activity, and won/lost outcomes.

• Operational handover: We delivered the IRD, high-level handover document, import guidance, reporting cadence, and how-to videos so the Nova team could maintain the setup after project close.

1. A Defined Route for Website Enquiries

Nova’s core website forms now have a clear job.

Newsletter signups capture opt-in intent. Event forms record event interest. Content forms capture the asset and persona. Talk to Us enquiries create internal notifications, follow-up tasks, and a deal at Signal Logged.

That gives Nova a cleaner route from form submission to next action.

2. Sales Activity in One Nova Pipeline

The Nova Sales Pipeline gives the team one place to track early and active opportunities.

Signal Logged captures the first sign of interest. Discovery Booked records the customer conversation. Qualified confirms the opportunity is real. Engage gives the team space to manage the long pre-bid period.

That matters for Nova’s sales motion. Some opportunities will sit in relationship-building mode for months before a formal proposal appears.

3. Operational Guidance for Easier CRM Maintenance

The handover covered the parts that usually break after go-live.

How to import data. How to avoid duplicate records. How to manage the 1,000 marketing contact cap. How to rebuild form automations after cloning a form. How to check reports. How to keep the pipeline clean.

This is what makes the setup usable after the project closes.

4. Reporting is Ready Before the Data Arrives

Nova now has a starter reporting base across marketing and sales.

The dashboards cover form submissions, contacts created by form, persona activity, workflow runs, email engagement, deal stage movement, won and lost deals, sequence activity, and owner performance.

Some reports were waiting for live data at handover. The reporting frame is already in place.