The Client

Rullion is a major UK-based recruitment and talent management consultancy. With a history spanning over 40 years, they unlock the potential in skilled people and forward-thinking organizations. Operating at such a large scale requires a CRM that functions as a high-precision engine, not just a storage folder.

The Challenge

Before partnering with RevOps Automated, Rullion’s HubSpot portal had become difficult to manage. The platform was being used by various teams without a unified strategy, leading to "portal fatigue" and declining data integrity.

Key challenges included:

• Lack of Strategic Alignment: There was no clear consensus on what HubSpot’s primary role was within the business. Without defined goals, teams were using the tool inconsistently.

• Data Decay: The database was cluttered with a high volume of duplicate records and "bounced" email addresses, which skewed reporting and hindered marketing deliverability.

• Information Overload: A lack of segmentation meant that users were met with "walls of data." Teams struggled to find the specific leads or accounts relevant to them, wasting time manually filtering through thousands of records.

The Solution

RevOps Automated executed a comprehensive HubSpot Optimization and Data Governance project to reclaim the value of Rullion’s CRM.

1. Strategic Governance & Goal Alignment

We facilitated a strategic alignment phase to define exactly how Rullion utilizes HubSpot. By establishing clear "North Star" goals for the CRM, we moved the platform from being a passive database to an active sales and marketing asset. We then mapped out specific user journeys for each department to ensure HubSpot supported their unique KPIs.

2. Radical Data Sanitization & Enrichment

To restore trust in the data, we performed a deep-cleansing operation:

• Deduplication: We identified and merged thousands of duplicate contact and company records.

• Database Hygiene: We purged hard-bounced and unengaged contacts to protect Rullion’s sender reputation.

• Third-Party Enrichment: We utilized 3rd-party data tools to fill in missing information (such as industry, job titles, and company size), transforming "thin" profiles into rich, actionable insights.

3. Team-Specific Architecture (The "First View" Philosophy)

We restructured the HubSpot UI to focus on productivity. Instead of searching for data, we brought the data to the users through:

• Custom Object Views: We configured the primary view for every object (Contacts, Companies, Deals) so that each team sees only the properties relevant to their role the moment they log in.

• Segmented Lists & Reports: We built a library of dynamic lists and dashboards that automatically segment the database, providing a "Source of Truth" that stays accurate as new data enters the system.