One clear view of every customer, kept accurate and put to work.

CRM management is the ongoing work of setting up, maintaining and improving the customer relationship management system your business uses to track leads, contacts, deals and customers. It covers configuration, data quality, automation, integrations, reporting and user support. Without active management, CRMs tend to fill with duplicates and outdated records, and teams stop trusting them. With it, the CRM becomes the single source of truth for marketing, sales and leadership, helping everyone make better decisions based on accurate information. At Vertical we treat it as an ongoing service rather than a one-off setup, because good data needs regular care.

We work most often with HubSpot and Pipedrive, and also support other widely used platforms depending on your needs. Each has different strengths. HubSpot is well suited to businesses that want marketing, sales and service in one connected system, while Pipedrive is a focused, easy-to-use choice for sales-led teams. If you are choosing a CRM for the first time or considering a switch, we can help you weigh the options based on your process, team size, budget and existing tools. Whatever you choose, we set it up to match your process.

Yes. We handle migrations from spreadsheets, older CRMs and other platforms, including contacts, companies, deals, notes and activity history where possible. Before moving anything we audit and clean the data, map fields between systems and agree what should be kept, merged or archived. We test the migration carefully, run checks afterwards and support your team through the switch. A migration is also a good moment to improve your setup, so we often rebuild pipelines and properties to fit how you work today.

We start with a thorough clean-up, merging duplicates, standardising fields such as job titles and countries, removing invalid records and enriching incomplete ones. Then we put rules in place to keep it that way, such as required fields, validation, deduplication settings and controlled form inputs. Regular checks catch new problems before they spread. Our AI agent also monitors data quality continuously, flagging issues for our team to review and fix, so your data stays reliable over time rather than slowly decaying. We also agree simple conventions with your team.

Quite a lot of routine work. Common automations include assigning new leads to the right owner, creating follow-up tasks, sending nurture emails, updating deal stages, notifying teams of important activity, scoring leads based on engagement and syncing data with other tools. Good automation removes repetitive admin and makes sure nothing is forgotten. We design automations carefully and document them clearly, because poorly planned workflows can conflict with each other and create confusing results. We also review existing automations regularly, retiring ones that no longer serve a purpose so the system stays easy to understand and maintain.

A well-managed CRM lets marketing see which campaigns create leads that actually turn into customers, not just clicks or form fills. That makes it possible to invest in the channels that drive revenue. Clean data also powers better segmentation for email, paid media audiences and personalised content. At Vertical we connect the CRM to your ads platforms, website and email tools, so insight flows both ways and marketing and sales work from the same understanding of each customer. It also helps marketing hand leads to sales at the right moment, with the context sales needs to follow up well.

Yes. A CRM only works if people use it consistently, so we provide practical training tailored to each role, from sales reps logging activity to managers reviewing pipeline. We also create simple guides covering your specific process and conventions. After launch we offer ongoing support to answer questions, adjust the setup as your needs change and help new team members get up to speed quickly. The aim is a CRM your team finds genuinely useful, not one they feel obliged to update.

Yes. We connect CRMs to websites and forms, email marketing platforms such as Klaviyo, calendars, ads platforms, ecommerce stores, cold email tools and finance systems, using native integrations or connector tools where needed. Integrations remove manual data entry and give everyone a fuller picture of each customer. We plan them carefully to avoid duplicate records and sync conflicts, and we document how data moves between systems so it is clear what lives where. Where native integrations fall short, we use reliable connector tools and test them thoroughly before your team depends on them for daily work.

We build dashboards that show the numbers leadership and teams actually need, such as pipeline value by stage, conversion rates, sales cycle length, lead sources, win rates and revenue attributed to marketing. Because the reports sit on cleaned, structured data, they can be trusted. We review them with you regularly and explain in plain language what is changing and why, so the CRM becomes a tool for decisions rather than just a record of activity. We also flag where reporting is limited by missing data, and fix the underlying process so future reports become more complete and more useful.

Usually with an audit of your current CRM, or a discovery session if you do not have one yet. We review your setup, data quality, automations, integrations and reporting, and talk to the people who use it every day. From there we share a prioritised plan covering quick fixes and longer-term improvements. You can then work with us on a one-off project, such as a migration or rebuild, or on an ongoing basis to keep your CRM accurate and useful. Whichever route you choose, we start where the gains are clearest.