Internal Company Initiative

CRM Infrastructure & System Implementation

A 60,000-contact HubSpot architecture with custom objects, integrations, and voice-memo deal updates for a scaling events firm.

$fractl Inc. logo$

About the company

fractl Inc.

fractl Inc. is a fractional CMO agency in the blockchain and Web3 event space, hosting high-profile investor networking events at major conferences like Token2049, ETHDenver, EthCC, and Korea Blockchain Week.

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Project details

Capabilities and tools

Core work

Customer Journey Design CRM Implementation

Supporting work

Process Optimization & Automation Process Documentation Change Management Data Visualization & Reporting

Tools used

DocSend HubSpot Make.com Miro QuickBooks Request Finance Stripe Typeform Zapier

Selected work

Work examples

Project materials, event moments, and delivered work connected to this record.

CRM Infrastructure & System Implementation work example

Case study

How the work came together

Work summary

Led a comprehensive HubSpot CRM implementation and financial systems overhaul to support the firm's rapid scaling, managing over 60,000 contacts through a multi-dimensional data architecture with custom objects for contacts, companies, deals, and events. Built a unified data source integrating Luma (registrations), Stripe, Slack, and AI meeting tools, and developed custom Apple Shortcuts enabling the CEO to update deals via voice memos. Standardized complex cost proposals using Figma and DocuSend, and implemented a HubSpot + QuickBooks integration to centralize invoicing. This infrastructure streamlined operations from lead scoring and revenue prediction to final contract execution, providing a single source of truth for the entire organization.