Case Study

Driving a 51% Increase in Close Rate with HubSpot

How clearer process, better alignment and an AI‑enabled feedback loop drove more wins, higher close rates and faster, more informed decision‑making.

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The Challenge

Specialist Door Solutions (SDS) is a growing manufacturer and supplier of specialist doors and door systems for demanding environments where safety, compliance and reliability are critical. As the business expanded, so did the complexity of its projects, routes to market and stakeholder groups.

SDS were already using HubSpot and closing strong, complex deals. However, as volumes increased it became harder to maintain consistent visibility across the pipeline and to scale the behaviours of their best-performing salespeople. Leadership wanted:

  • Greater confidence in the accuracy of the pipeline
  • Clearer insight into which deals were most likely to close
  • A way to use HubSpot as the central operating system for revenue, rather than just a system of record
  • A clear and manageable process for managing sales and handling leads between sales and marketing

Impact and Results

By aligning their revenue process and repositioning HubSpot as the execution layer for that process, Specialist Door Solutions achieved significant year-on-year improvements.

These gains came from better clarity and alignment rather than adding more complexity or headcount. HubSpot now provides a single, trusted view of pipeline health and performance, supporting faster decisions and more predictable growth.

53%
increase in number of deals won
32%
increase in total closed amount
51%
increase in close rate
13%
reduction in time to close

The Solution

We worked with Specialist Door Solutions to turn HubSpot into a true revenue operating system and to lay the foundations for an AI-enabled commercial engine. 

  • 1
    Clarifying the sales process and definitions
    We began by working with sales leadership to agree: clear, practical definitions for each deal stage, what “good” looks like at every stage and a focused set of commercial metrics that leadership could rely on. This created a shared language for pipeline health and performance across the business.
  • 2
    Rebuilding HubSpot around the agreed model
    With that clarity in place, we reconfigured HubSpot to make the desired process easy to follow and measure. We restructured the deal pipeline and properties so they reflected the real buying journey, simplified data capture so reps could keep deals up to date without unnecessary admin and created views and dashboards that surfaced ageing deals, priority opportunities and conversion performance in real time. HubSpot shifted from being a database to being the day-to-day execution layer for the sales team.
  • 3
    Embedding behaviours and improving visibility
    We then focused on embedding the new way of working and making performance visible. We standardised how stages are used and how opportunities are qualified, agreed expectations for deal hygiene so the data feeding reports is consistently reliable and used HubSpot reporting to support regular sales reviews, giving leadership a clear view of performance, bottlenecks and trends. As a result, the behaviours that drive progress are now reinforced by the system, rather than relying solely on individual discipline.
  • 4
    Creating an AI roadmap for sales and marketing efficiency
    With a clean data model and consistent processes in place, we worked to define an AI roadmap that supported three very practical goals: understanding why they lose business, creating a tighter feedback loop between sales and marketing and identifying intent within key accounts. Using HubSpot’s AI capabilities, SDS can now analyse patterns in lost deals more systematically. Those insights are then fed back into marketing so campaigns, messaging and content can be adjusted based on what really happens in the field. In parallel, AI-driven signals and views are used to highlight intent within priority accounts, helping the team to spot when stakeholders are researching, engaging with content or revisiting proposals. Together, these motions make the commercial operation more informed, more joined‑up and more efficient, without adding extra burden to the sales team.

Future Plans

The next phase of the SDS journey is to extend this joined-up view of the customer beyond sales and into the service and projects teams.

Planned areas of focus include:

1
Bringing service and support activity into HubSpot, so SDS has a single view of each customer from first enquiry through to ongoing support
2
Connecting project delivery milestones to the sales process, improving handovers and ensuring commitments made in sales are visible and tracked through delivery
3
Providing leadership with end-to-end reporting across sales, service and projects – enabling better decisions and more consistent customer experience.
Testimonial
Intergage helped us bring real structure and clarity to our sales pipeline. HubSpot now gives us a consistent view of performance and has supported a step-change in the number and value of deals we’re winning. We have far greater confidence in our data and in our ability to scale the way we sell.
National Sales Manager @ SDS
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About Specialist Door Solutions

Specialist Door Solutions designs, manufactures and supplies high‑performance door systems for some of the most demanding environments in the UK, including hospitals, healthcare facilities, mental health units and other safety‑critical settings. Their projects often involve complex specifications, strict regulatory requirements and multiple stakeholders spanning clinical teams, estates, main contractors and architects. In this context, having a clear, reliable revenue operation – with HubSpot providing a single view of each opportunity and account – is essential to managing risk, protecting relationships and sustaining growth. 

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