The Challenge

How do you manage a global agency’s pipeline when your data is trapped in spreadsheets? For the specialised team within Havas People, (a full-service employer branding agency operating across the US, Australia, and Asia), this was the critical operational hurdle.

Despite being part of the massive Havas Group, this specific unit faced a "black box" scenario regarding their sales and marketing data. They relied on a fragmented tech stack: Mailchimp for marketing, isolated spreadsheets for sales, and zero integration between the two. This lack of cohesion meant transparency between international teams was non-existent, making it impossible to identify patterns, forecast revenue, or prove ROI to the wider board.

The challenge was compounded by a lack of CRM maturity. As the team had never used a CRM system before, they "didn't know what they didn't know," creating a gap between their operational needs and their technical understanding. While the wider Havas Group considered a future CRM rollout, this team couldn’t afford to wait. They needed an immediate, scalable solution to escape the "spreadsheet chaos" and drive growth.

The Solution

From "Stranger to Customer": A Consultative CRM Architecture
BabelQuest recognised that Havas People didn’t just need a software installation; they needed a fundamental education in CRM strategy. We adopted a highly consultative approach, running deep-dive workshops to extract the team's undocumented processes and align them with the capabilities of HubSpot Sales Hub and Marketing Hub.

Mapping the Journey
We moved beyond simple "sales process" mapping. We architected the entire lifecycle, from how a stranger interacts with a marketing asset to how they become a sales-qualified lead. By building these processes into demo portals first, we allowed the Havas team to visualise their workflows before the final build, bridging their knowledge gap.

Platform Architecture & Automation
We implemented a unified architecture that replaced manual data entry with automation. A key focus was event management - a major lead source for Havas. Previously a labour-intensive effort involving multiple stakeholders, we streamlined this into HubSpot. Now, marketing assets, sign-ups, and sales follow-up sequences are automated, requiring only a fraction of the previous human effort. We also introduced custom properties such as "Service Offering" and "Proposal Sent" stages to match their specific agency terminology.

Leveraging AI for Enrichment
Recognising that the team was new to CRM, we introduced AI strategically to deliver high-value wins without overwhelming users. We leveraged HubSpot’s Breeze AI for data enrichment and insights. By using Breeze to automatically enrich company and contact records, we reduced the administrative burden on the sales team, allowing them to trust the data quality immediately. This "baby steps" approach to AI built confidence, paving the way for the future deployment of the Prospecting Agent to further automate top-of-funnel activities.

The Results

Total Transparency and Operational Agility

The implementation fundamentally shifted Havas People from reactive spreadsheet management to proactive campaign orchestration.

• 100% Campaign Visibility: The team went from having zero visibility across fragmented systems to a single, real-time view of every campaign. They can now instantly see how marketing assets translate into event attendance and sales pipeline.
• Operational Efficiency: Complex event management processes that previously required high headcount were automated, drastically reducing the manual workload for the marketing team.
• Unified Global Data: For the first time, data from the US, Asia, and Australia is consolidated, eliminating the "siloed" working culture that plagued their previous operations.
• Rapid Adoption: By involving sales and marketing leadership in every step of the solution design, we achieved high user buy-in. The team transitioned from never having used a CRM to "loving" the platform, citing a massive difference in their daily productivity.
  

The Impact

Connecting the Dots: From Strangers to Revenue
The impact of this implementation extends beyond simple efficiency; it has empowered strategic decision-making at the leadership level.

Strategic Oversight
The Havas People project lead now has total oversight of business performance across all territories, with the ability to report accurate data to the wider Havas Group board, replacing guesswork with tangible ROI metrics. The system now "joins the dots" between a stranger interacting with a marketing asset and the final closed deal, proving the value of their marketing efforts.

Future-Proofing Identity
Crucially, this project has secured the team's operational identity. As the wider Havas Group moves toward its own CRM initiatives, this team has established a robust, best-practice HubSpot instance. They have defined their specific business processes and data needs, ensuring that their unique way of selling and marketing won't be lost in future corporate integrations. They have moved from digital obscurity to a state of data-driven maturity.