Greenfield HubSpot · Digital health
Tendercare: from no CRM at all to a full-funnel revenue system
Tendercare, a US mobile health app, had never run a formal CRM. We built their HubSpot portal from an empty instance into a working lead-to-customer system, with nurturing that runs whether or not anyone remembers to follow up.
- Industry
- Digital health
- Region
- United States
- Engagement
- Greenfield implementation
- Systems
- HubSpot Marketing + Sales Hub
Lead leakage closed, from first touch to closed customer
CRM systems
0 → 1
First formal CRM in the business
Lead capture
100%
Every form routed into HubSpot
Lifecycle stages
4
Defined and enforced end to end
Roles trained
3
Marketing, sales and leadership
01
The challenge
There was no CRM. Enquiries arrived through several web forms that went to different inboxes, follow-up depended on whoever noticed the email, and nobody could say how many leads had come in last month, let alone what happened to them.
- No centralised lead management — enquiries split across inboxes and spreadsheets
- Web forms disconnected from any system of record
- Manual follow-up with no sequencing, so warm leads went cold silently
- Zero visibility into lifecycle stages or conversion between them
- No nurturing infrastructure, so anything not ready to buy today was effectively lost
02
What we did
A greenfield build is easier than a migration in one way and harder in another: there is no legacy mess to untangle, but every definition has to be created from scratch and agreed before anything is built.
- 01
Lead capture architecture
Every form, landing page and inbound channel mapped and wired into HubSpot with consistent field naming and source attribution.
- 02
Lifecycle definition
Lifecycle stages and deal pipeline defined with the Director of Strategic Communications, so the model reflects how the business actually sells care.
- 03
Workflow build
Lead-to-customer workflows, assignment rules and automated nurturing sequences, all documented so the team can extend them without us.
- 04
Reporting
Dashboards for lead volume, source performance and stage conversion — the first time anyone at Tendercare could see the funnel in one place.
- 05
Role-based training
Separate sessions for marketing, sales and leadership, plus recordings and quick-reference guides for onboarding.
03
The results
- Structured lead-to-customer workflows replacing ad-hoc inbox follow-up
- Response time improved because assignment and notification happen automatically
- Marketing and sales working from the same definitions and the same dashboard
- Strong platform adoption from launch, with ongoing advisory as the funnel grows
Capra built our entire HubSpot ecosystem from the ground up. Now we have a real revenue engine.
Services used
The work behind this engagement
Questions
About this kind of project
Can you implement HubSpot for a company with no CRM history?
Yes — that is a greenfield implementation and it is often faster than a migration. The work shifts from untangling legacy data to defining lifecycle stages, pipelines and properties correctly the first time.
How long does a greenfield HubSpot build take?
Most sit in the four to eight week range depending on how many integrations and workflows are in scope. Tendercare included lead capture, lifecycle design, nurturing and training.
What if our team has never used a CRM before?
Adoption is part of the build, not an afterthought. Role-based live training, recorded sessions and written playbooks are delivered before go-live, and we stay available through the first month.
More work
Volume
Pipedrive → HubSpot · SaaS payments
A UK-based SaaS payments platform outgrew Pipedrive. We rebuilt their revenue system in HubSpot in two months, with no duplicate records carried across and forecasting the leadership team could finally rely on.
Savance
70,000+ tickets migrated · Enterprise SaaS
Savance carried fifteen years of legacy ticketing data and a HubSpot portal weighed down by duplicates and rising marketing contact costs. Over four months we migrated the service history, cleaned the database and unified Sales, Marketing and Service Hubs.
Next step
Want the same outcome on your portal?
Bring us the messy version. We will tell you what it would take to fix it, in writing, before you commit to anything.