From scattered commercial process to a CRM the team actually uses

The client

Werktijden.nl is a Dutch workforce management platform used by over 6,500 businesses to handle staff scheduling, time tracking, and leave management. Their customers span hospitality, retail, manufacturing, and healthcare — typically SMBs who need something that works without complexity.

It's a product-led business with a strong free trial model — which means commercial success depends on converting trial users efficiently and expanding accounts over time. Getting that motion right requires a clear process and a CRM that supports it.

The challenge

Werktijden.nl was scaling well on the product side, but the commercial operation hadn't kept up. There was no clear picture of how a new lead moved through the funnel, what signals mattered, or where deals were stalling. The team was working hard but without a shared playbook — and without reliable data to learn from.

On top of that, their backend system was completely disconnected from commercial activity. Product usage data that could inform sales conversations existed nowhere in the CRM.

Phase 1 — Process

We started by mapping the complete customer journey from scratch — every touchpoint from initial trial signup through onboarding, sales conversations, conversion, and eventual expansion. This wasn't a generic framework; it was built around how Werktijden.nl's customers actually behave and what the team was already doing well.

The output was a clear commercial blueprint: lifecycle stages defined, qualification logic agreed, handover points between marketing, sales, and customer success mapped out precisely.

Phase 2 — Build

With the blueprint in hand, we built the system inside HubSpot. Pipelines were structured around the real commercial process — not copied from a HubSpot template. Properties, lifecycle stages, and automation were all configured to mirror the journey we'd mapped.

We then connected HubSpot to Werktijden.nl's backend, so that product usage data — who was actively using the platform, what features they'd enabled, how engaged they were — fed directly into the CRM. Sales conversations could now start from signal, not guesswork.

Phase 3 — Adopt

Building the system is only half the job. We ran structured training sessions with the team, making sure everyone understood not just how to use HubSpot, but why the process was designed the way it was. That “why” is what drives consistent adoption.

Documentation was created for the key workflows, and we stayed close during the first weeks of live usage to catch any friction and fix it fast.

The outcome

• ✓Complete customer journey mapped end-to-end — from first trial signup to expansion
• ✓HubSpot implemented around the actual commercial process, not a generic template
• ✓Backend integration live — product data flowing into the CRM automatically
• ✓Sales and CS teams trained and using the system consistently from day one
• ✓Workflows that reduced manual admin and gave the founder real pipeline visibility