ALMIS is a UK-based provider of asset liability management, treasury management, regulatory reporting and hedge accounting solutions for financial institutions. As its commercial operations continued to evolve, ALMIS partnered with Struto to optimise its existing HubSpot Sales Hub implementation. The objective was to create a simpler, more intuitive CRM experience that better reflected the way its sales team worked while establishing a scalable foundation for future growth.
Challenge
Having successfully implemented HubSpot Sales Hub, ALMIS continued to develop its CRM as new processes and business requirements emerged. Over time, additional pipelines and functionality were introduced to support different stakeholders and evolving sales processes.
While these enhancements increased flexibility, they also made the CRM broader than the day-to-day needs of the sales team. For a relatively small commercial team, navigating multiple pipelines and increasingly sophisticated workflows introduced unnecessary complexity into lead management, prospecting and opportunity progression.
Rather than replacing the existing platform, ALMIS recognised an opportunity to refine its Sales Hub environment so that it remained aligned with the way the business operated today while supporting future growth.
Strategy
Struto's approach focused on improving adoption rather than expanding functionality.
Working closely with the ALMIS team, Struto reviewed how the sales team interacted with HubSpot on a daily basis and identified opportunities to simplify the overall user experience. Rather than introducing additional features, the strategy centred on creating a CRM that was easier to understand, easier to navigate and better aligned with existing sales processes.
The implementation followed a deliberate phased approach. Establishing a clear, well-adopted operational foundation was prioritised before introducing further enhancements or integrations, ensuring that future development could build on a platform that users trusted and used consistently.
By simplifying processes first, ALMIS would be able to scale its HubSpot environment with confidence as business requirements continued to evolve.
Solution
Struto refined the existing HubSpot Sales Hub configuration to create a more intuitive sales experience without compromising future scalability.
The sales process was restructured into a streamlined lead pipeline supported by two dedicated deal pipelines: one for new business and one for account management. This created a clearer progression from lead qualification through to opportunity management while reducing unnecessary complexity for users.
Custom views were also introduced to improve visibility across daily sales activities, enabling users to identify priorities, manage outreach more effectively and progress opportunities through a consistent sales process.
Throughout the project, every configuration decision supported the same objective: creating a Sales Hub experience that reflected the way the team worked while establishing a strong operational foundation for future platform maturity.
"It's refreshing to take an approach to HubSpot that's centred around simplification. Often, we see businesses wanting to add more and more functionality, but that's not always what's best. Sometimes what's best is simplifying the experience and building a strong foundation that people can confidently use and build on over time."
Jared Wiltshire, Product Owner: HubSpot, Struto
Quality of Impact
The implementation delivered a Sales Hub environment that is simpler, more intuitive and better aligned with ALMIS' day-to-day sales operations.
Sales users now work within clearly defined lead and deal pipelines that support a consistent sales process, while custom views provide improved visibility across daily activities. Rather than introducing additional complexity, the project focused on creating a platform that the team could confidently adopt and continue building upon.
The success of this approach is reflected in the client's own feedback:
"As our business has grown, so had the complexity of our CRM, it had started to work against the sales team rather than for us. Struto took the time to understand how our team actually operates day-to-day, and helped us strip things back to what mattered. The result is a platform our team trusts and uses properly, and one we can build on with confidence as our needs evolve."
Jake Rose, Chief Commercial Director, ALMIS
The project has also established the foundation for the next phase of ALMIS' HubSpot journey, with the business continuing its partnership with Struto through the implementation of HubSpot Marketing Hub.
AI Impact
By simplifying pipeline architecture, standardising sales processes and creating a cleaner CRM structure, the project improved the consistency and usability of the underlying data and workflows. This positions ALMIS to take advantage of HubSpot's evolving AI-powered capabilities, automation and reporting features as its platform continues to mature, ensuring future AI initiatives are built on a well-structured and trusted Sales Hub environment.
