Evocon – From self-built setup to scalable SaaS RevOps engine
How we turned a self-built HubSpot setup into a scalable RevOps engine that supports growth.
What did we do?
HubSpot consultation
About Evocon
Evocon is an Estonia based SaaS company helping manufacturing organisations uncover inefficiencies in their production lines.
Its OEE solution combines hardware, software and integrations to automate data collection and give factory teams real-time visibility to understand and improve their production processes. Known for being quick to deploy and easy for operators to use, it offers clear dashboards and operational insights that support data-driven continuous improvement.
Evocon serves multi-factory enterprises across 60+ countries, across a range of industries from food and wood to plastics and metal production.
The original situation and need
When deploying HubSpot, the Evocon team built their own setup across sales, marketing and support.
Their implementation was lean, functional and already more advanced than most companies at this stage. It provided a good baseline to kickstart work within the software.
As their sales motion grew, so did the uncertainty around whether their HubSpot structure could scale with it. They suspected gaps in their lead qualification flow, reporting accuracy, backend setup and the alignment between inbound and outbound motions;
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they weren’t sure if inbound leads were always being contacted on time,
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manual work and historic lead qualification logic had created inconsistent data,
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and some reporting was still handled in spreadsheets manually.
They wanted a clear answer to a straightforward but critical question: Which parts of their HubSpot setup and lead process were truly supporting scale, and which were creating friction or risk as the sales motion grew?
This led them to request a full audit of their HubSpot environment to understand how their setup compared to industry standards and how the people using the system were impacted by those underlying structures.
What we implemented
After the audit, we embarked on a new project. During this project, we didn’t only implement a new technical setup – we also adjusted their ways of working and underlying processes:
- Sales Workspace to give every rep a clear daily focus and activity overview
- Lead Object & dedicated Lead Pipelines (Inbound and Outbound), replacing legacy lifecycle & lead status-based handling.
- Lead scoring, providing visibility into warmth and helping prioritise inbound.
- A clear qualification and disqualification process, reducing manual work and closing gaps.
- Stricter and clearer rules and terminology for what constitutes a Lead, a MQL and SQL across inbound and outbound.
- Updated documentation to get rid of process gaps and ensure consistency of usage for new employees as well.
- Ownership rules and improved visibility for SDRs and AEs during handovers.
The results we got
A scalable, modern lead engine: Evocon’s lead flow now fully reflects how SaaS organisations operate today. Reps can clearly see what to work on, inbound leads surface with visibility into their quality, and processes that previously allowed several gaps to appear have been replaced with structured, predictable logic.
Better efficiency and faster reaction times: SDRs can easily track every case they are working on. When it’s time to qualify, disqualify or hand over to AEs, the next step is obvious. Neither inbound nor outbound leads get stuck or forgotten anymore.
Higher data quality and fewer blind spots: The new setup reduces manual work, enforces consistency and surfaces gaps instantly. Legacy issues like incomplete fields, missing ownership, and abandoned leads are now far easier to detect and correct.
Continuous improvement through ongoing support: As the setup went live, we established a support channel to help the team troubleshoot questions in real time. This allowed us to catch scenarios that only appear during day-to-day use. We continuously refine lead scoring, work through their audit backlog and evolve the process as the business grows.
Stronger collaboration and faster execution: Because the Evocon team knew their processes so well and involved the right people from the start, decisions were made quickly. This helped us stick to the schedule and deliver a setup that fits their reality rather than a theoretical template.
