Standardizing CRM Workflows Across Investor Ecosystem with HubSpot

One company after another, Everfield unifies its SaaS ecosystem in HubSpot, automating workflows, boosting visibility, and consolidating sales and marketing efforts. 

Everfield is a long-term investor and growth accelerator for Europe-based software companies. 

Everfield operates as a growing ecosystem of nearly 40 software businesses, with ambitions to keep expanding and a focus on long-term partnerships over quick buy-and-sell deals. Operations follow ah the tools, capital, and strategic guidance necessary to thrive and expand. The Everfield ecosystem spans several industries, including hospitality & leisure, healthcare, business software, education, logistics, and more. 

Aligning CRM across the ecosystem 

With years of investment experience, Everfield has always understood that growth should never outpace integration. To prevent reporting, tools, and strategy from growing apart with each new acquisition, Everfield prioritized consistent, ecosystem-wide data from day one. Instead of slowing the expansion or reacting to misalignment as it emerged, the investor chose a proactive path forward, supported by our expertise. 

It’s a best practice that applies to all investment funds, growth accelerators, and acquisition companies. By unifying data and CRM systems early, these organizations can remove unnecessary complexity and build a consistent, scalable foundationearly in the portfolio’s growth. This is particularly important for diverse ecosystems with businesses operating in different countries, currencies, regulations, and cultures, each with its own tools and processes. 

As a result, all acquired businesses can benefit from: 
 

1. One CRM, one source of truth: Managing every company on the same platform instead of a patchwork of tools and spreadsheets cuts complexity and operational costs. All deals and customer records are accessible from a central location, keeping data from all companies consistent and up to date for advanced, real-time analytics.
   
2. Reliable reporting: Align cross-company KPIs with universally defined pipeline processes, funnel stages, and integrations. Consistent metrics, sales terms, and data structures enable accurate comparisons, clearer insights, and smarter decision-making.
3. Repeatable, proven playbooks: Proven workflows allow Everfield to share best practices and apply strategies that work across all companies. This leads to higher efficiency, better scalability, and more predictable outcomes.
4. Smooth onboarding: With pre-defined processes, terms, and tools in place, companies that join Everfield’s ecosystem don’t have to start from scratch. Every company in the group has access to a well-defined yet customizable CRM.
5. Faster go-to-market: Standardized tools and workflows help new acquisitions ramp up quickly, with less friction and wasted effort. Instead of micromanaging sales pipelines or making sense of disparate sales data with every monthly report, you get more time for scaling your portfolio.
6. Automated management-ready reporting: A purpose-built CRM enables portfolio companies to automatically deliver standardized sales reports directly to Everfield. This significantly reduces administrative overhead for operating teams while improving data accuracy, consistency, and timeliness for the investor. With automated data flows replacing manual reporting, Everfield gains high-quality, comparable insights across the portfolio—without added effort from individual companies.
   

The case for a single CRM partner 

To ensure consistency and scalability from day one, investors often partner with specialized CRM experts to implement a uniform platform, refine sales data, and align sales pipelines across the acquired businesses. 

As portfolios grow, this process needs to be replicated across multiple companies, often involving different implementation partners. Without a repeatable approach, investors may find themselves spending unnecessary time on vendor onboarding, contract alignment, and operational due diligence with each new acquisition. Over time, this fragmentation can slow down progress toward true cross-company standardization and operational leverage.

Partnering with a single vendor offers a way out, and much more:  

1. Standardized operations: Every CRM vendor comes with its own implementation framework, increasing the risk of putting your companies out of sync with one another. A single partner can take a similar approach for each business, making it easier to align workflows across the entire portfolio.
2. Improved scalability: New companies can be onboarded quickly with proven, repeatable frameworks that are already tested and optimized. Best practices for technical setup, process mapping, workshops, and CRM training can be applied to new acquisitions, so the results of standardization kick in faster. 
3. Consistent data and reporting: Unified definitions and metrics make it simple to compare performance and track growth across companies. A single vendor can help investors define common criteria for key terms like lead qualification, deal stages, and revenue attribution, making it clearer which sales processes drive results and where improvements are needed. 
4. Smooth onboarding and budgeting: Once you find a reliable CRM partner, there’s no need to hire a vendor for each new company, sign a new contract, introduce it to your company, and go through NDAs, due diligence, and compliance checks. You can also use similar implementation pricing plans across the portfolio to make budgeting predictable and avoid hidden costs. 
5. Established partnership: Working with a single vendor long-term gives it the time to get familiar with your business, team, workflows, and priorities, and establish a tailored, tested approach. At the same time, you get a solid understanding of the licensing costs and key requirements. All that saves time and builds confidence on both sides. 

Everfield x 6Minded: a long-term collaboration in action 

How do we know all that? Because we’ve been a part of such a partnership ourselves. 

From the outset, Everfield had a clear objective: to drive uniformity, consistency, visibility, and efficiency across its ecosystem. With a deliberate, company-by-company approach, the team set out to unify the portfolio around a single CRM and standardized workflows — creating a scalable foundation for long-term growth. To support this strategy, Everfield selected a HubSpot partner to help execute on a well-defined vision. 

Following a recommendation and encouraged by our diverse experience working with B2B and tech companies, the investor teamed up with 6Minded. Pleased with the results and seeing the potential in our partnership, Everfield followed up with another implementation. New projects kept coming as its ecosystem expanded, each one uncovering more and more benefits of scalable, repeatable processes and standardizing CRM and data with the same vendor. 

What started with a single CRM implementation turned into a long-standing partnership. Over the years, we’ve helped multiple companies within its ecosystem, as well as Everfield itself—and in more than one way.

Assisting companies across the Everfield ecosystem 

Implementing a reliable CRM, streamlining processes, and updating their websites were all perfect starting points for unifying records and operations and enhancing online visibility. 

HubSpot implementation and setup

To help Everfield companies manage data and workflows more efficiently, we’ve implemented HubSpot CRM, optimized their existing HubSpot setups, migrated data from previous platforms, and provided ongoing training and support.

• Centralized records and tools: Customer data, communication, and interactions are now readily available in one place and easy to follow.
• Better visibility: With over 70 new reports built across the companies, decision-makers gained a clear view of sales activities and pipelines, allowing for more accurate forecasting and performance tracking.
• Automated, consistent data entry: Standardized, automated data processes reduce errors and save time while keeping information clean and reliable.

Marketing automation and campaign preparation 

HubSpot replaces manual processes and insufficient segmentation with automation and consolidated data. With our support, Everfield companies now use the platform to their advantage, turning more opportunities into a steady flow of leads.

• Accurate segmentation: Leads are organized effectively to deliver tailored nurturing, resulting in higher engagement and conversion rates.
• Workflow automation: With automated outreach and follow-ups, marketers save time, while fewer opportunities slip through the cracks. 
• Campaign tracking: Unified records and built-in analytics help measure campaign performance and ROI with confidence and clarity. 

Rebranding and website development 

Presentation is just as important as internal operations. We’ve helped several companies in the Everfield ecosystem rework their websites to strengthen their digital presence and simplify content management. 

• Improved look and UX: We’ve rebuilt several company websites with HubSpot Content Hub, making them more appealing and user-friendly to help conversion and support lead generation.
• Easier website management: Daily tasks like managing or updating online content no longer require technical support, allowing marketers to work more independently.
• Refreshed branding: Updated visual identities reflect the growth, market position, and direction of each company.

Aligning pipelines and reporting across the ecosystem 

Updating individual companies’ processes and CRM setups paved the way for more general, ecosystem-wide improvements. We focused on increasing visibility into the health of pipelines, both at the company and portfolio level, enhancing reporting consistency, and refining sales pipelines. 

Unified reporting

Sales cycles or CRM objects used between businesses should be compatible to support reliable analytics. Everfield implemented consolidated, well-defined KPIs and reporting standards, collected and available from a single source of truth.

• Common sales metrics: By collecting standardized metrics from all companies, Everfield’s decision-makers can compare performance, identify best-performing processes, and spot areas for improvement with confidence.
• Central dashboards: Unified dashboards allow for tracking conversion rates, sales velocity, and performance trends, offering portfolio-wide visibility into pipelines and bottlenecks. On average, Everfield saves 5 hours per month on manual report building and analysis.

Standardized sales pipelines 

Even if individual companies have solid sales workflows in place, they may still need to be adjusted to the investor’s general standards. By unifying pipelines, Everfield gained an even more detailed and reliable visibility. 

• Consistent pipelines: Uniform pipeline phases allow for coherent reporting while being flexible enough to adapt to each company’s unique sales process.
• Aligned deal properties and criteria: Deal stages and qualification standards are defined uniformly, ensuring consistency across the portfolio.

Support for data-driven growth 

Accurate analytics, consistent metrics, reliable reporting—these improvements not only support Everfield’s daily operations but also inform its vision and roadmap moving forward.

• Faster performance insights: With standardized data, Everfield can quickly identify underperformance or operational risks.
• Data-driven decision-making: Investment teams and leadership have access to accurate, high-quality information to guide strategic decisions.

New website development 

Everfield’s aim for the website was to give it an updated, professional look and keep it easy to update. We’ve achieved that through HubSpot Content Hub, adding analytics and meeting automation features on top.

• Web development: We’ve built a modern, high-performance website on HubSpot Content Hub that clearly communicates Everfield’s value proposition, mission, and portfolio approach.
• Custom themes: The new website uses a custom-crafted theme. With easy-to-manage page templates, drag-and-drop editing, and flexible, modular components, it empowers non-technical team members to update content quickly.

Results 

Over the years, we’ve helped Everfield and its companies through a combination of CRM, web development, and workflow expertise. We’ve got familiar not just with Everfield’s CRM setup and processes, but with the people behind its growth. This allowed us to improve with every project, becoming Everfield’s go-to HubSpot vendor. 

With unified reporting, data, and workflows all available in HubSpot, it’s easier to manage the ecosystem and harder for companies to drift apart. Key records are accessible and standardized, allowing for confident, data-driven decision-making. 

The new websites are not only visually appealing but also functional. The content and design are aligned with the branding and position of individual companies and Everfield itself, while HubSpot CMS features support teams in everyday work. 

Most importantly, our partnership continues. As Everfield expands its ecosystem, the team can count on us to provide HubSpot assistance that drives consistency and tangible results.

In numbers

• 500+ custom reports delivered, covering customer segmentation, engagement metrics, and sales-rep performance. 

• An average of 5 hours saved per company each month by eliminating manual data reporting. 

• 8 weeks needed on average to implement CRM, from kickoff to adoption. 

• 40% reduction in client time spent during implementation, enabled by a pre-built CRM template. 

• Zero data discrepancies with no manual updates required, thanks to automatic data sync. 

• Standardized CRM configuration enabled full automation of sales and marketing reports within 1 week. 

Launch your 6Minded partnership today 

When your portfolio companies report in aligned formats and track metrics consistently, you gain back valuable time for deal flow and value creation instead of manual work. 

With our proven experience in B2B HubSpot implementations that work across acquisitions, you can consolidate records, reporting, and CRM operations across your entire ecosystem, gaining cross-company intelligence without stripping away operational independence. Ready to start?