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Clearer commercial decisions
BUILT ON ONE VERIFIED VIEW
Market sizing, account records, pipeline data and what the floor can deliver usually live in separate places, updated at different times, by different people. We bring them together in HubSpot as a single audited view, so every forecast and prioritisation decision starts with data you can rely on.
COMPANIES THAT TRUST US
MAPPING THE MARKETS YOU CAN WIN
We narrow from every account you could plausibly serve down to a researched, named list of the ones worth pursuing now, filtered through the sectors you actually work in and the capabilities that set you apart, then kept current as target accounts shift.
PUTTING YOUR MARKET MAP TO WORK
Connected to your HubSpot pipeline, the market map does three jobs:
- Enrichment: Each account is built out with the firmographic, financial and contact data your buyer personas depend on, and kept current as accounts change.
- Signal detection: Target accounts are monitored for the commercial triggers and research behaviour that matter in each sector.
- Prioritisation: Accounts are scored and segmented in HubSpot, so your team can see who is active now and who to keep in view.
That map is what Market Amplification works from: account-based marketing for the named accounts, advertising to the wider sector audiences, and answer engine optimisation for people researching before they appear on any list.
A one-way
production feed
Keeping CRM and ERP apart is the safe choice, and the boundary is there for good reason. It also means the commercial side has no live view of what the floor can deliver, so the insight sits on the wrong side of a line you cannot compromise.
A one-way, tokenised feed gets you across it. Built with a specialist integration partner and your IT team, it lets only earned signals through, capacity and lead times, order and delivery status, and account margin health as a trend. No costs, no schedules, never client IP or drawings. The commercial view improves, and protected data stays on the ERP side.
For the accounts you already serve, that shows the commercial side how delivery and capacity are tracking against what was agreed in the sale, and how margin is trending on each account, so pricing set for different volumes or a different scope can be revisited while there is still room to act.
KEEPING THE
DATA TRUE
The data foundation is only as good as its upkeep. Content has its own three layers of governance on Commercial Systems.
Data Governance covers what sits underneath. Duplicates and decay are corrected on a schedule rather than once, and the signals that score accounts are checked against what those accounts actually did. Contacts are used only where a lawful basis is recorded, and each connected system is held to what it can and cannot send.
Governance starts once your records are on HubSpot. Where migration is needed, it is scoped and priced before Commercial Systems begins.
You set the rules: which data matters, how long it is kept and who has access to what. For managed services, our team applies them across your records. If you would rather run Data Governance yourselves, your team can take it on, with our support.
Feeding the next
forecast
Most commercial reporting tells you what happened last quarter. Very little of it changes how the next forecast gets built.
The Connected Data Loop runs through the same HubSpot record as the content system. On Commercial Systems, it shapes what gets published next.
Here, it records what your accounts actually did against what the forecast said they would do: which opportunities are still live, which have gone cold, and where the forecast was wrong, and why. The next forecast starts from that, rather than from the same estimate as last time.
THE WORK RUNS IN FOUR PARTS
This is the map and the record Market Amplification works from.
WHAT YOU CAN RELY ON
Your CRM data audited, standardised and put under governance.
Nothing downstream is better than the records it reads. Most CRMs hold duplicate companies, contacts who left years ago, and fields filled in differently by every team that touches them. We audit what you have, standardise how it is structured, and set up Data Governance so it stays that way: hygiene on a schedule, consent recorded, and each connected system held to what it can and cannot send.
How it runs
Access to your HubSpot portal, then a one-hour session with whoever owns the CRM today to agree on the standards. The audit and clean-up are ours.
What it produces
An audited, standardised CRM, a record of what was changed and why, and Data Governance in place, ready to run as a managed or supported service.
WHERE YOUR MARKET IS
Every account you could serve, mapped and enriched by sector.
We narrow from every account you could plausibly serve down to the ones worth pursuing now, filtered through the sectors and buyer personas documented in Commercial Positioning. The wider map matters as much as the shortlist. Most of those accounts are not buying today, and the map shows the content system and Market Amplification how to stay present with them until they are.
How it runs
A two-hour session with leadership and sales to confirm sectors, capabilities and exclusions. Research and enrichment are ours, and third-party data is passed through at cost.
What it produces
Your addressable market mapped for each sector, a named list of the accounts worth pursuing now, and every account enriched with the firmographic, financial and contact data your buyer personas depend on.
WHO TO REACH AND WHEN
The signals that matter in each sector, tracked and scored in HubSpot.
What counts as a buying signal differs by sector. A new programme announcement matters in one, a regulatory approval or a site expansion in another. We agree with your sales team which triggers mean something in each sector, then set HubSpot to track them, so you can see who is active now and who to keep in view.
How it runs
A one-hour session with sales and business development per sector. Configuration and scoring are ours.
What it produces
Buying signals are defined for each sector, tracked in HubSpot, and scored and segmented so that both active accounts and accounts to keep warm are visible.
WHAT THE FLOOR KNOWS
A one-way, tokenised feed from your ERP into HubSpot.
The commercial side rarely sees what the floor can deliver, because the boundary between CRM and ERP is there for good reason. A one-way, tokenised feed crosses it without compromising it. Only earned signals come through: capacity and lead times, order and delivery status, and account margin health as a trend. No costs, no schedules, never client IP or drawings.
How it runs
A scoping session with your IT team and our specialist integration partner. The build is quoted separately once your ERP is scoped, and it runs with your IT team throughout.
What it produces
A scoped integration and a fixed quote for the build. Once live, the feed makes commitments and margin drift visible on the same record that the Connected Data Loop learns from.
WHY IT MATTERS
THE DATA NOBODY CONNECTS
Marketing, business development and account management each capture something useful, in a format the next team cannot use. This report sets out what those handover losses cost, and how to close them.
Why work with
Equinet Media
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HubSpot Solutions Partner since 2011
Outstanding customer rating
Customer retention rate on HubSpot
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Years delivering for customers on HubSpot
WHERE TO START
Whether you want to talk about your growth goals or our methodology, here's how.
CONTACT US
You know your goals. If it would help to talk through how we could support that, send us a message, and we will reply within one business day.
THE WALKTHROUGH
Forty-five minutes Commercial Engine walkthrough, one step at a time. You leave with a one-page map of what is already in place and where it makes sense to start.