The Challenge
BrickHouse GPS, a nationwide tracking and fleet telematics platform, had more than 30 team members across four departments relying on inconsistent and conflicting HubSpot Lifecycle Stages, Lead Statuses and Deal Stages. Over time, each team had adopted its own definitions and processes, making it difficult to manage leads consistently and maintain accurate data throughout the customer journey.
For a company whose entire business model is built on delivering exceptional customer service, the cracks in the system were not just an operational inconvenience: they were a direct threat to the brand. When leads went uncontacted for months, when handoffs between teams were incomplete or when customer data failed to sync correctly from HubSpot to NetSuite, the risk was not just a lost sale. It was a customer who felt ignored or underserved.
With two distinct customer segments served through separate websites, BrickHouse GPS needed a unified system that could support both a B2B sales-led motion and a B2C e-commerce channel without creating conflicting data or leaving any customer without a timely, informed response.
Without a standardized process or the help of automation, leads languished in the sales process, handoffs between teams relied on manual effort and incomplete data frequently made its way into NetSuite. Closed lost opportunities were rarely revisited because lost reasons were not consistently captured and there was no automated nurture process to re-engage them.
The Solution
Kiwi led a series of workshops to understand how Marketing, BDR, Sales and Customer Success managed leads throughout the customer lifecycle. We mapped each team’s existing processes, uncovered inconsistencies in how records moved through HubSpot and identified the manual work and system gaps that were slowing teams down. We also found thousands of leads sitting in the “Attempting to Contact” status for months or years.
Using those insights, we rebuilt BrickHouse GPS’s lifecycle framework by redefining Lifecycle Stages, Lead Statuses and Deal Stages with clear criteria for progression. We implemented automations to keep records moving through each stage without human intervention. That included standardized handoffs between teams, required deal properties for the HubSpot-to-NetSuite sync and workflows to nurture closed lost deals. Required deal properties also eliminated the need for team members to dig through HubSpot records to complete NetSuite data. Finally, we built dashboards and reports that gave every team visibility into pipeline health and process adoption.
The Outcome
Kiwi transformed BrickHouse GPS’s sales process into a standardized, automated system that helped teams qualify and disqualify prospects with ease, enabling opportunities to move through the pipeline faster. The average time leads spent in the Prospect stage dropped by 62%, from 237 days to 91 days, while the average time from contact creation to closed deal became nearly 14x faster, falling from 80 days to under 6 days.
The new process made pipeline management far more reliable. Teams identified and cleaned up 350+ stalled deals, while standardized handoffs and required deal properties improved HubSpot-to-NetSuite data quality. Automated post-purchase workflows also engaged nearly 400 new customers immediately after purchase, and closed lost nurture campaigns created a repeatable way to re-engage opportunities that would have otherwise gone cold.
For a company that has built its reputation on never letting a customer fall through the cracks, having a system that finally matched that standard was the real win.
Hear from our happy client…
Our first implementation did not go so well, but luckily we found Kiwi who got us back on track. Not only did we need help implementing what we wanted, but we also needed help with guidance on what we needed. We are now self-sufficient thanks to Kiwi.
Daniel, COO
Brickhouse Security