The Challenge

Roam Immigration Law had been running HubSpot for some time, but the platform wasn’t pulling its weight. Contact records had accumulated duplicates, property values were inconsistent, and critical data including buyer personas, was still sitting in Notion rather than inside the CRM where the sales team could actually use it.

For Rebecca Spoor, Head of Sales, the day-to-day impact was clear. Without reliable data, lead prioritisation was guesswork. There was no scoring model to surface the contacts most likely to convert, and no structured handover between marketing and sales. Leads would come in, but there was no consistent way to know which ones deserved immediate attention and which were still warming up.

On top of that, reporting was patchy. The team lacked visibility into how contacts were progressing through the funnel, making it difficult to have informed conversations about pipeline health or to report confidently to leadership. Roam needed a CRM that worked as hard as the team did and that meant a proper overhaul.

The Solution

MyScale Solutions approached the engagement in three structured phases, working closely with Rebecca and the broader Roam team to transform HubSpot from an underperforming database into a genuine revenue engine.

The first phase focused on foundation work: cleaning up the CRM. MyScale deduplicated contact and company records, standardised property values across deal stages and job titles, and audited incomplete records, enriching them using HubSpot’s Breeze AI where possible. Critically, the team identified fields that had been managed externally in Notion, particularly persona data, and created mirrored properties inside HubSpot to support segmentation and automation going forward. A redesigned lead scoring model was also introduced, factoring in both marketing engagement signals such as email opens, clicks, and downloads, and sales-side activity like calls, meetings, and deal progression. Automated alerts were set up to notify the team when a contact reached a defined threshold.

Phase two turned attention to sales and marketing alignment. Persona data was migrated from Notion into HubSpot via custom properties, and smart lists were built to segment contacts by industry, buyer stage, and service line. MyScale worked with the team to define clear MQL and SQL criteria and documented handover workflows between marketing and sales. A pilot outreach campaign was designed and launched targeting a priority sector, using a mix of email sequences with the option to test AI-assisted prospecting. A purpose-built dashboard was created to monitor MQL flow, contact progression, and sales responsiveness in real time.

The final phase addressed reporting and optimisation. MyScale built custom dashboards to track brand-specific KPIs across the full funnel, repaired broken reports, aligned lifecycle stages, and introduced snapshot-style reporting designed for board-level conversations.

The Results

CRM data cleansed and deduplicated, giving the sales team a single source of truth for every contact

A new lead scoring model introduced, ensuring high-intent leads are surfaced to sales in real time

Clear MQL-to-SQL handover process documented and implemented, reducing lead leakage between marketing and sales

Custom dashboards delivered for real-time pipeline visibility and board-level reporting

Client Quote Options

Please share the following three options with Rebecca for selection. Only one will appear in the final published version.

“What stood out about MyScale was that they understood immigration law isn’t like other industries. They didn’t just configure HubSpot - they built something that reflects how our sales process actually works, from first enquiry through to engagement.”

- Rebecca Spoor, Head of Sales, Roam Immigration Law

What’s Next

With a clean, structured CRM now in place, Roam Immigration Law is well positioned to scale its sales and marketing efforts with confidence. The foundations laid by MyScale from lead scoring to persona-driven segmentation, open the door to more sophisticated automation, deeper campaign personalisation, and ongoing reporting refinements as the business grows. MyScale continues to support Roam as a strategic HubSpot partner.

If your business is running HubSpot but not getting the results you expected, you’re not alone. MyScale Solutions helps growth-focused businesses turn their CRM into a competitive advantage. Get in touch to find out how we can help.