Client Overview

Vistra, a global provider of corporate, fund, and private client services, operates across multiple regions, business units, and complex organisational structures. With a centralised HubSpot CRM and a growing volume of inbound demand, they needed to bring consistency, scalability, and intelligence to their commercial operations.

We partnered with Vistra across three key initiatives:

• Sales process and CRM alignment following acquisition
• A scalable global nurture and growth strategy
• AI-powered automation embedded directly into HubSpot

Together, these projects transformed how Vistra attracts, qualifies, and converts opportunities at scale.

The Challenge

Vistra faced three interconnected challenges:

1. Fragmented Sales Processes Post-Acquisition

Following the acquisition of iiPay, Vistra needed to align two fundamentally different sales models:

• iiPay operated a structured, qualification-led approach within HubSpot
• Vistra relied on a more flexible, rep-driven model in Salesforce

This created:

• Inconsistent forecasting and reporting
• Disconnected data across platforms
• Misalignment in qualification, pricing, and deal governance

2. Underdeveloped Marketing & Nurture Infrastructure

While demand existed, there was no scalable framework to:

• Segment audiences effectively
• Nurture leads across long buying cycles
• Attribute revenue accurately to marketing activity

The opportunity was to build a repeatable, always-on growth engine inside HubSpot

3. Manual, Inconsistent Lead Management at Scale

Inbound enquiries required heavy manual handling:

• Assessing legitimacy
• Interpreting intent
• Routing to the correct business unit
• Identifying existing customers

This knowledge lived in people’s heads, not in the system, limiting scalability

The Solution

Project 1: Sales Process Alignment & CRM Strategy

We conducted a full gap analysis between iiPay and Vistra’s commercial models, covering:

• Sales process ownership
• Data synchronisation
• Qualification methodology
• Pricing and deal structuring
• RFP and proposal workflows

Key Outcome: A Hybrid Operating Model

Rather than forcing a full system change, we designed a hybrid architecture:

• Salesforce as the single source of truth for opportunities and forecasting
• HubSpot as the global engine for pre-sales, lead capture, and qualification
• Structured iiPay qualification data preserved and phased into Vistra’s model over time

This approach:

• Protected existing sales team workflows
• Reduced disruption across global teams
• Created a pathway toward long-term alignment

The phased rollout ensured continuity while enabling strategic evolution.

Project 2: Building a Scalable Nurture & Growth Engine

We designed a global nurture framework inside HubSpot to support long-term revenue growth.

Core Components Deployed:

1. Advanced Segmentation

Using data such as:

• Region
• Job role
• Industry
• Business unit

This allowed Vistra to tailor messaging based on real customer context

2. Multi-Stage Buyer Journey Design

We mapped content and engagement across:

• Awareness
• Consideration
• Decision

Each stage aligned to real buyer behaviour and intent signals.

3. Behavioural & Product-Based Scoring

We implemented:

• Engagement scoring (e.g. webinars, downloads)
• Demographic and firmographic scoring
• Product-specific intent signals

This gave marketing and sales real insight into when a lead is ready to act

4. Always-On Campaign Architecture

Instead of one-off campaigns, we built:

• Continuous nurture flows
• Re-engagement streams (e.g. closed lost, dormant leads)
• Cross-sell and customer expansion journeys

5. Lifecycle & Lead Status Optimisation

We redefined:

• Lifecycle stages as a forward-moving system
• Lead status as a real-time engagement indicator

This improved visibility across the entire pipeline.

Result:

A fully operational growth engine that:

• Guides prospects from initial interest to conversion
• Adapts dynamically based on behaviour
• Continuously improves through data and iteration

Project 3: AI-Powered Lead Classification & Routing

We designed and deployed a multi-agent AI system directly inside HubSpot workflows.

The Innovation: AI That Mirrors Human Decision-Making

Instead of one model, we built five specialised AI agents:

1. Lead Legitimacy Agent Filters real opportunities from spam and irrelevant enquiries
2. Business Unit Classification Agent Routes leads to Funds vs Corporate
3. Sector Assignment Agent Matches leads to specialist teams
4. Parent Company Identification Agent Maps complex corporate structures
5. Duplicate & Customer Matching Agent Identifies existing customers across domains and entities

How It Works:

• Runs automatically on every inbound enquiry
• Writes structured outputs directly into HubSpot
• Routes leads instantly and consistently
• Flags uncertain cases for human review

Key Impact:

• Faster lead qualification and routing
• Reduced manual workload for sales teams
• Improved CRM data quality and visibility
• Scalable processing of global inbound demand

Most importantly, decision-making logic now lives inside the CRM, not just in people’s heads.

The Results

Across all three projects, Vistra now has:

1. Aligned Global Sales Infrastructure

• Clear separation between pre-sales and opportunity management
• Consistent data flow between HubSpot and Salesforce
• Improved forecasting and governance

2. A Scalable Revenue Engine

• Segmented, personalised nurture journeys
• Behaviour-driven engagement
• Accurate attribution and lifecycle tracking

3. Embedded AI Intelligence

• Automated lead qualification and routing
• Consistent decision-making across regions
• Reduced operational overhead

The Impact

This engagement evolved from implementation into strategic partnership.

By combining:

• CRM architecture
• Marketing strategy
• AI-driven automation

We helped Vistra move from fragmented processes to a connected, intelligent revenue system.