Sales & Marketing Infrastructure Revamp

Project Overview:

Biscred, a rapidly growing SaaS company in real estate development, partnered with Mountainise Inc. to overhaul its disjointed sales and marketing infrastructure. Fragmented lifecycle stages and limited CRM capabilities had led to weak lead conversion, manual inefficiencies, and rising costs.

As the lead consultant, I led a transformation initiative focused on aligning marketing and sales functions. The strategy centered around redefining lifecycle stages, designing a predictive lead grading system, integrating usage-based health signals, and scaling their HubSpot CRM for growth.

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Project Overview:

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Key Initiatives & Solutions:

• Lead Grading System Aligned with SaaS Sales Motion: Replaced the generic lead score with a custom model factoring firmographics, engagement behavior, and product interest. This aligned lead qualification more closely with deal cycles.
• Lifecycle Redefinition & Sales Handoff Optimization: Redefined lifecycle stages across the full customer journey. Introduced gated handoffs to ensure only sales-qualified leads moved forward, reducing leakage and cleaning pipelines.
• Platform-to-HubSpot Integration: Connected the client’s SaaS platform to HubSpot CRM. Enabled real-time insights like:
  • Account health scoring
  • Tiered segmentation
  • Sales alerts for churn risk or upsell triggers
• HubSpot Infrastructure Expansion: Redesigned the CRM to support dual marketing/sales pipelines, custom workflows, and embedded dashboards—scaling operations for the next growth phase.

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Conclusion: This transformation proved that aligning systems around clear lifecycle logic and real-time customer data is crucial. The result: improved sales outcomes, lower operational drag, and a foundation for predictive customer success strategies.