From a cluttered CRM to systematic outbound.

The Challenge

A HubSpot that had become a garbage bin.

RetailSonar had a motivated team and a clear product, but the operational foundations were not keeping pace. HubSpot held 700+ duplicate contacts, 200+ duplicate companies, and hundreds of conflicting custom properties. Email bounce rates sat at 13 to 16%, degrading sender reputation. The team treated 600 to 700 accounts identically with no tiering, and SDRs defaulted to email despite diminishing returns.

Our HubSpot was really a garbage bin. Too many actions, too much noise. We knew something had to change, but weren't sure what to tackle first.Dave Dhoest, VP Sales, RetailSonar

What We Delivered

An audit, then an outbound architecture.

A 90-minute diagnostic mapped the full CRM state, then we rebuilt it: deduplicating 700+ contacts and 200+ companies, removing 400+ custom properties in favor of native fields, activating native lifecycle stages, consolidating country-by-country pipelines into one structure, and setting up alternative sending domains to drive bounce rates toward 2%.

On top of that we mapped a complete outbound architecture: a three-tier account model, a signal-monitoring framework, event-based outreach workflows in HubSpot, a calling-first methodology where triggers prompt calls before emails, LinkedIn warm-up, and unified reporting across email, LinkedIn, and calls.

The Takeaway

Clarity to act on their own intuitions.

RetailSonar did not need execution support. They needed clarity and a concrete framework to operationalize what they already suspected. In a landscape saturated with AI-generated sequences, event-based outreach and phone calling remain superior. A direct correlation emerged: SDRs who called consistently hit and beat their targets, those who did not fell short.