Snapshot
Client: AgNexus Africa
Industry: Agricultural market intelligence and research
Geography: Kenya, Tanzania, Uganda (with active markets identified beyond East Africa)
Engagement type: CRM architecture, classification framework, and superuser training
Entry point: Architect
Scope: CRM architecture, pipeline design, classification framework, team enablement
The situation
AgNexus had been using HubSpot for years. The platform held their contacts and companies, but nobody relied on it to run the business. A separate spreadsheet did the real work of tracking which clients were active, what was being delivered, and when contracts ended.
They came to us wanting a pipeline they could actually use.
What we found
Two distinct commercial processes were running through a single, undefined pipeline with default stages nobody had formally agreed on. The system could not distinguish between them, which meant it could not report on either of them accurately.
Client data across 449 companies showed a 30% fill rate on the primary classification field. The sector taxonomy had three separate fields, each populated inconsistently, none of them telling the same story.
The most significant finding was not in the system configuration. It was in the data. A review of active client records surfaced contracts that had lapsed months earlier with no renewal conversation logged anywhere. The platform was not surfacing this because it had not been built to surface it.
What we delivered
Classification Framework A complete specification of every property on the Company, Contact, and Deal record — what to create, what to modify, what to activate, and what to remove. Two pipelines replacing one default, each with stages that map to how each commercial process actually moves from first contact to signed agreement, including a formal decision point that previously existed only as an informal conversation.
Dashboard configuration Filtered views built for the plan AgNexus already has — pipeline health by stage, clients not contacted in 30 or more days, and contracts approaching renewal — with a clear account of what each view can and cannot show at their current subscription tier.
Live recorded training A 90-minute session delivered directly in the AgNexus HubSpot account, recorded for the implementation team to replicate at their own pace. The recording and the framework together serve as a permanent build reference.
What this made possible
Every active client now has a contract end date that drives a renewal reminder. Lost opportunities carry a reason that accumulates into a pattern over time. The pipeline reflects decisions the team actually makes, in language the team actually uses.
The system now surfaces what the spreadsheet could not.