The same context has to be rebuilt too often
A colleague leaves, an account changes owner or a deal returns after six months — and the organisation has to learn the same things again.
Capabilities / CRM & Commercial Intelligence
A commercial system that remembers, connects and informs.
A HubSpot-led product that turns CRM into the central commercial environment across sales, marketing, customer success, aftercare and the connected technology around the team.
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CRM & Commercial IntelligenceDe Grijff
Primary outcomeCommercial continuity and visibility
Designed forTeams with CRM or system complexity
ScopeCRM, data, integrations and voice
Position in the processSoftware
Does this sound familiar?
The team creates context. The system does not always keep up.
Commercial organisations generate useful information every day, but history, ownership and next steps can still get lost between people, tools and handovers.
The next step is not always visible
Pipelines and data exist, but clear responsibility, handovers and agreed actions are not always captured consistently.
The tool landscape adds work instead of removing it
CRM, calling, automation and adjacent software all support the sales team, but the connections between them can create extra friction.
Recognise one of these situations?
Discuss your situation ↗We can start with the friction you already see and determine whether this product or the wider operating model is the right scope.
Our perspective
Your CRM should remember what your organisation learns.
A useful CRM preserves what happened, what was learned and what should happen next. That is what allows a commercial team to collaborate more effectively and make the next decision with better context.
We implement and optimise HubSpot around the real commercial process, while understanding the language of sales, marketing, customer success and aftercare. From there we connect the additional technology that supports the team.
The measure of a useful CRM is how much better the team can decide, collaborate and follow through.Explore the questions →
Commercial memory
Four questions we answer before redesigning the commercial system.
Rather than beginning with features, we start with how commercial work should flow and which information the organisation needs to keep, share and use.
What should the system reflect about the way work moves?
Lifecycle stages, ownership, handovers and reporting should match the commercial process rather than force the team into a generic setup.
Read our point of view →What needs to be remembered after every interaction?
Notes, objections, commitments, stakeholders and reasons behind a decision all matter if the next colleague must act on them.
Read our point of view →Which systems should connect around HubSpot?
Voice systems, automation, marketing tools and related applications should support one coherent commercial environment.
Read our point of view →How do we make the system part of real work?
Good configuration still needs adoption. The platform becomes valuable when people understand why and how to use it consistently.
Read our point of view →Where we fit
Most useful where the commercial system needs more coherence.
We are most useful where CRM has become inconsistent, underused or too fragmented to support the way the organisation actually sells and serves customers.
New commercial setup
For organisations that want a commercially grounded CRM design from the start.
Existing portal optimisation
For teams whose current properties, pipelines or workflows have become messy or no longer reflect the process.
Voice, workflow & integrations
For teams that need better links between HubSpot and the wider tooling around sales.
Part of the full picture
This product is one part of the Commercial Operating Model.
The Operating Model is the full De Grijff proposition. It reorganises the commercial department by connecting strategy, software and execution as one coherent system.
Commercial Strategy
Clarifies the commercial process and decisions the system should support.
Explore Commercial Strategy →Business Development
Creates the market activity, account history and follow-up that should become visible in CRM.
Explore Business Development →CRM & Commercial Intelligence
The HubSpot-led environment that connects process, context and tooling.
Commercial Operating Model
When the challenge is broader than one component, we redesign the commercial department as a whole: direction, roles, business development, handovers, CRM, management information and continuous improvement.
CRM & Commercial Intelligence
Commercial memory.
Shared by
the whole team.
A CRM becomes valuable when process, context, technology and adoption come together around one system — so every colleague starts the next conversation where the last one ended.
Clarence Capital, Blockrise and Duotank show what that looks like in practice: commercial knowledge that no longer lives in personal inboxes, but in one shared environment.
Explore the client stories →
Start a conversation
What should your commercial system make easier?
We can scope CRM & Commercial Intelligence as a focused product, or connect it into the full Commercial Operating Model.
Start a conversation ↗Prefer email? →