SPRINTURF + PROGREEN
Building a
Scalable CRM
and Growth System
B2B + B2C • Residential + Commercial
CRM Systems • Lifecycle Marketing • Automations • AI Enabled Growth
01 / PROJECT OVERVIEW
B2B + B2C
Residential + Commercial
Exterior Living
CRM Architecture
Lead Generation
Lifecycle Marketing
Marketing Automation
Sales Enablement
Funnel Reporting
Sprinturf and 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, customer journey visibility, and marketing performance across residential and commercial buyer journeys.
❋ CRM ArchitectureBuilt the HubSpot foundation for lead management, lifecycle stages, source tracking, segmentation, and reporting visibility.
❋ Lead Generation SystemsCreated stronger conversion paths across forms, landing pages, lead magnets, event capture, chatbot support, and scheduling.
❋ Lifecycle AutomationMapped the customer journey from inquiry to qualification, scheduling, sales handoff, nurture, and follow up.
❋ Sales EnablementConnected marketing activity to sales workflows, improving visibility around lead status, ownership, follow up, and funnel performance.
“Bree and Donna got HubSpot built and launched on a short timeline, proving what others thought was impossible could be done. Her work strengthened credibility with leadership and, more importantly, with the sales team.”
Justin Reddy
President, Sprinturf
02 / THE CHALLENGE
Creating visibility across multiple buyer journeys
Sprinturf and ProGreen served both residential and commercial audiences across multiple sales paths.
The challenge was not generating demand. It was creating a centralized system capable of capturing, segmenting, qualifying, routing, and measuring that demand across different buyer journeys and sales processes.
Marketing and sales needed stronger visibility into lead quality, ownership, lifecycle progression, follow up activity, and optimization opportunities across the path from inquiry to opportunity.
Residential
Homeowners
Outdoor Living
Pet Turf
Backyard Renovation
BUYER PATH
B2C / Consultation Led
Commercial
Hospitality
Sports Facilities
Schools
Municipalities
Property Groups
BUYER PATH
B2B / Sales Assisted
Two markets. Different buying paths.
One connected growth system.
03 / STRATEGY
Turning HubSpot into the Operating System for Growth
The strategy centered on creating one connected CRM ecosystem that could bring lead capture, segmentation, qualification, automation, sales handoff, and reporting into a shared operating structure.
Instead of treating forms, campaigns, scheduling, chatbot support, and sales follow up as separate pieces, the goal was to connect each touchpoint into a clearer growth system with better visibility across the customer journey.
STRATEGY PILLARS
Automation
Qualification, scheduling, sales handoff, nurture journeys
Lifecycle architecture, lead source attribution, segmentation, reporting visibility
CRM Foundation
Forms, landing pages, lead magnets, chatbot support
Lead Capture
Lead ownership, lifecycle progression, pipeline reporting, campaign performance
Visibility
04 / EXECUTION
Building the Infrastructure Behind Growth
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 optimizationBuilt 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 automationConnected scheduling tools to reduce friction between lead submission and sales conversations.
Scheduling integrationSupported 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.