How webdew Transformed Obsidian’s HubSpot into a Scalable, Automated CRM

Challenges

The client’s HubSpot setup was missing important features needed to manage deals and track growth properly. Some key issues noticed in Obsidian Insurance Holdings:

• Missing important data fields like Lead LOB (Line of business) and GWP estimates.
• Deal stages were not clearly visible or consistent.
• Reports gave very limited insights.
• Key dates had to be tracked manually without automation.

They needed a quick solution so their sales and operations teams could fully rely on HubSpot as their single source of truth.

Solution for Obsidian Insurance Holdings

Transforming HubSpot into a single source of truth with customized properties, automated workflows, and data-driven reporting for Obsidian.

• Enhanced Data Accuracy with Custom Properties – By creating new deal properties and fixing existing ones, webdew ensured that Obsidian could capture critical business information like line of business (LOB) and premium estimates. This improved the accuracy and reliability of deal data across the CRM.

• Improved Deal Tracking & Visibility – Deal stages and views were optimized with fixed properties and automation. This gave teams a clear picture of where each deal stood, eliminated manual updates for important dates, and reduced clutter on deal cards.

• Actionable Insights through Dashboards & Reports – With 5 custom dashboards and 25 tailored reports, Obsidian gained powerful visibility into KPIs. Sales and operations teams could now measure growth, track deal progression, and make decisions backed by real-time data.

• Streamlined Sales Pipelines & Automation – Five structured pipelines and a global workflow were configured to automate deal stage movement. This reduced manual effort, improved consistency, and made deal management more efficient across departments.

• Smooth Collaboration & Execution – Regular stand-up calls ensured the client’s team stayed aligned with webdew’s execution. This collaborative approach allowed for fast turnaround and successful implementation within the required timelines.

Key Deliverables

Comprehensive HubSpot enhancements including custom properties, optimized deal pipelines, tailored dashboards, and automation to streamline Obsidian’s operations.

• Custom Properties
  We added six new fields in HubSpot to capture critical deal information such as the line of business (LOB), estimated first and second year premiums (GWP), and contract signed date. These fields gave the team more accurate and complete deal data. We also corrected the “Source Company” property by changing it from plain text to a checkbox, making it easier to filter and analyze.

• Deal Stages & Views
  The deal board was improved for better visibility and usability. We added four fixed fields so that key information is always visible when looking at deals. Unnecessary fields like “Close Date” were removed from deal cards to reduce clutter. Additionally, we set up HubSpot’s date stamp automation so that important contact and company dates are automatically tracked instead of being updated manually.

• Dashboards & Reports
  To give leadership and teams clearer insights, we built 5 custom dashboards that focus on different areas of business performance. Along with that, 25 tailored reports were created based on the client’s key performance indicators (KPIs). These reports help the team measure growth, track sales progress, and make data-driven decisions.

• Pipelines & Workflow
  We set up 5 different deal pipelines, each tailored to specific processes, so the client could manage different types of deals more efficiently. To make the deal view even clearer, we created customizable ribbons that highlight key details at a glance. On top of that, a global workflow was built to automatically move deals through stages, reducing manual effort and ensuring consistency.

• Project Management
  To keep the project moving smoothly, we conducted two short (30-minute) stand-up calls with the client’s team. These sessions ensured everyone was aligned, quick feedback was shared, and changes were implemented without delays.

Result

• Fast Delivery: The entire HubSpot CRM customization was completed in just 10 days, ensuring minimal disruption to ongoing operations.
• Better Visibility: The client can now see real-time updates on pipeline performance and deal progress, helping teams make quicker, informed decisions.
• Less Manual Work: Automation for key dates and workflows removed the need for manual tracking, saving time and reducing errors.
• Empowered Teams: Sales and operations teams gained access to custom dashboards and 25 in-depth reports, giving them clearer insights into performance.
• Future-Ready Setup: The new system was built to scale, allowing the client to add more pipelines and properties easily without affecting existing processes.

Conclusion

By customizing HubSpot CRM to fit Obsidian’s unique needs, webdew helped the client simplify deal management, improve reporting, and remove time-consuming manual work. With real-time visibility, automated workflows, and scalable pipelines, Obsidian’s sales and operations teams are now better equipped to track performance and support future growth.

Want to streamline your CRM and empower your teams with smarter processes? Partner with webdew and let us help you get the most out of HubSpot.