Process + Build · SaaS
Appical
A full reset that unlocked real growth
The challenge
Appical helps organisations onboard new employees — but internally, their own commercial operation had become impossible to manage. Multiple leadership changes had left a trail of inconsistent processes, each team member running their own version of how things should work inside HubSpot.
The result: a CRM that couldn't be trusted for reporting, a sales process that varied by person, and no clear foundation to scale from. To grow, they first needed the courage to reset.
6
Blueprint workshops
2
Pipelines restructured
0
Downtime during migration
5 wks
From kickoff to live
What we did
We started with a series of blueprint workshops — sitting down with the Appical team to map their commercial process in granular detail. Not what they thought the process was, but what was actually happening. That distinction matters.
From that foundation, we rebuilt the entire HubSpot portal. New pipeline structure, new lifecycle logic, new reporting — all designed around the real workflow we'd documented together. We worked in weekly sprints with Appical's team, iterating and improving as we went, with zero disruption to live sales activity throughout.
Blueprint structure
Commercial Blueprint — Structure Overview
Lifecycle Stages
Conversion
New Business Pipeline
Simplified for confidentiality — actual blueprint contains full property mapping, automation triggers, and data logic.
The outcome
- ✓Complete portal restructure aligned to the actual commercial process
- ✓Leadership now has clear pipeline visibility and reliable reporting
- ✓Workflows that the full team follows — consistently
- ✓Zero downtime during the entire implementation
- ✓A CRM built for the growth ambitions Appical actually has
“HIGHLY RECOMMEND the team to work with! We plan continued support to enhance our brand new CRM.”
— Stijn Hovens, Team Lead Sales, Appical