Overview

Pacific Life Re, a global reinsurer supporting protection, longevity, and capital solutions, engaged RevOps Automated to design and deploy a unified global CRM system that could support all three of its core business lines. Prior to this transformation, CRM processes were fragmented, manual, and siloed across departments, systems and individuals.

Through a series of targeted workshops, RevOps Automated developed an MVP roadmap and solution architecture within three weeks, launching a company-wide CRM deployment for Pacific Life Re within a month of the workshops completion. The result was a scalable, cross-functional system designed to enhance visibility, streamline operations, and reduce compliance risk with zero implementation delays.

Challenges

Pacific Life Re faced several RevOps challenges without a centralized CRM system:

Fragmented Visibility of Client & Broker Relationships

Client, broker, and deal data lived across disparate systems (Outlook, SharePoint, Excel, and inboxes) leaving no unified view of key relationships.

• No centralized company hierarchies (parent/child/sibling)

• Key contact history was person-dependent

• High risk of knowledge loss during personnel changes

Impact: 

Leadership and frontline teams lacked a shared understanding of client engagement, creating gaps in account continuity, cross-business collaboration, and strategic management.

Inconsistent Processes & Manual Effort Across Lines of Business

Each line of business (LOB) operated with distinct methods for intake, tracking, follow-up, and reporting.

• Activity tracking and pipeline updates were manual and non-standardized

• Reporting required time-consuming manual collation from spreadsheets

• No central mechanism for task assignment or accountability

Impact:

These inconsistencies created operational inefficiency, duplicated effort, and a lack of confidence in pipeline visibility, particularly for leadership and regulatory reporting.

Governance, Compliance & Audit Risk

Without a centralized CRM, regulatory and data handling concerns became increasingly complex to manage.

• No system-led audit trail of client interactions, decisions, or approvals

• GDPR and PII compliance relied on user discipline

• Sensitive documents and decisions were shared via ad-hoc methods like email or SharePoint links

Impact: Pacific Life Re faced heightened risk in areas such as regulatory compliance, client data protection, and internal governance.

The Solution

RevOps Automated led a collaborative workshop series with executives and key stakeholders from all three business lines to design a CRM system in HubSpot that would support:

• A single source of truth for clients, brokers, accounts, and relationships

• Standardized intake and activity tracking across LOBs

• Automated audit trails and governance structures for sensitive information

• Cross-business unit transparency with structured data hierarchies and engagement history

Within three weeks, RevOps Automated delivered a fully aligned CRM roadmap, prioritized MVP features, and enabled sandbox environment development to begin immediately, minimizing delays between approval and implementation.