Ritz Carlton

Location: Laguna Niguel, CA
Project Size: 24,000 SQ/F

Building a Scalable CRM and Growth System for Sprinturf + ProGreen

CRM Systems • Lifecycle Marketing • AI Enabled Growth

ProGreen needed a more connected growth foundation across CRM, lead capture, lifecycle automation, sales handoff, AI supported workflows, and funnel visibility. I helped build a HubSpot centered ecosystem designed to improve lead generation, sales efficiency, and marketing performance across the customer journey.

❋ CRM Architecture

Built the HubSpot foundation for lead management, lifecycle stages, source tracking, segmentation, and reporting visibility.

❋ Lead Generation Systems

Created stronger conversion paths across forms, landing pages, lead magnets, event capture, chatbot support, and scheduling.

❋ Lifecycle Automation

Mapped the customer journey from inquiry to qualification, scheduling, sales handoff, nurture, and follow up.

❋ Sales Enablement

Connected marketing activity to sales workflows, improving visibility around lead status, ownership, follow up, and funnel performance.

The business had demand. The opportunity was building the system to convert it.

Overview + Business Challenge

Sprinturf and ProGreen had strong brand recognition, a national footprint, and multiple demand channels already in motion. The opportunity was not simply generating more leads. It was creating a more connected system for how leads were captured, organized, followed up with, and measured across the funnel.

Before the system buildout, marketing and sales needed clearer visibility into where leads were coming from, how they were moving through the journey, and which touchpoints were creating the strongest opportunities. The CRM needed to function as more than a contact database. It needed to become the operational center for lead generation, lifecycle marketing, sales handoff, and performance reporting.

Leads were entering from multiple sources, but the journey needed stronger structure inside one connected CRM system.

Manual follow up friction

Marketing needed clearer reporting around source quality, lifecycle stage, ownership, and movement through the funnel.

Limited Funnel Visibility

Scheduling, routing, and sales handoff needed more automation to reduce delays and create a smoother buyer experience.

Manual Follow-Up Friction

Prospects needed stronger education, reengagement, and follow up journeys after their first interaction with the brand.

Underdeveloped nurture paths

Strategy Pillars

Turning HubSpot into the operating system for growth

The strategy centered on building a CRM powered growth system that could connect every major stage of the customer journey. Instead of treating marketing channels, forms, events, scheduling, and sales follow up as separate pieces, I created a structure that brought them into one connected ecosystem.

The goal was to help the team capture demand more effectively, understand lead quality more clearly, reduce manual friction, and create a stronger foundation for future campaigns.

Build the CRM Foundation

Create a cleaner HubSpot structure for contacts, lifecycle stages, lead sources, segmentation, lead status, and reporting visibility.

Improve Lead Capture

Strengthen conversion points across forms, landing pages, website pathways, lead magnets, event capture, and chatbot assisted entry points.

Automate the Customer Journey

Use workflows, scheduling tools, and AI supported pathways to reduce manual lift and improve follow up consistency.

Create shared visibility around source quality, lead status, ownership, and follow up.

Align marketing and sales

Identify opportunities across chatbot support, AI search, and answer engine optimization.

Prepare for AI enabled discovery
Execution

What I Built

The work focused on creating the infrastructure needed to support growth beyond a single campaign. Each system component was designed to improve visibility, reduce manual effort, and create a clearer path from marketing engagement to sales opportunity.

Structured contact management, lifecycle stages, source tracking, segmentation, and reporting foundations.

HubSpot CRM launch and optimization

Built stronger entry points through forms, lead magnets, landing pages, and campaign specific conversion paths.

Lead generation pathways

Mapped workflows for inquiry, qualification, sales handoff, nurture, and reengagement.

Lifecycle automation

Connected scheduling tools to reduce friction between lead submission and sales conversations.

Scheduling integration

Supported chatbot pathways to answer common questions, route prospects, and improve website assisted conversion.

AI chatbot support

Funnel reporting framework

Built visibility into lead source, lifecycle stage, owner, status, and campaign performance.

Our Services

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Our Services

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  • "What I love most is the flexibility. I can go at my own pace, revisit lessons, and keep learning whenever it works for me."

    Former Customer

  • "Even as a total beginner, I never felt lost. The step-by-step structure and encouragement along the way made all the difference."

    Former Customer

  • "This has been such a worthwhile investment in myself."

    Former Customer

Our Story

Our journey has been anything but ordinary. Through every step, we've focused on staying true to our values and making space for thoughtful, lasting work.

Our Services

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