--- title: "Beyond the TMS: McLeod Data Into Sales | LeadCoverage Case Study" --- [ Back to Case Studies ](https://leadcoverage.com/case-studies/) Case Study  ·  Revenue Operations # Beyond the TMS: McLeod Data Into Sales How a national 3PL turned shipment data into pipeline, forecasting, and re-engaged revenue, through a cost-efficient McLeod + HubSpot integration that LeadCoverage built and owns end to end. 16 wks to a deployed custom HubSpot Sales Hub 100+ tasks logged within the first days of go-live 3 sales pipelines built to match the real sales process 1-way McLeod → HubSpot sync, keeping the TMS clean 0 six-figure custom API builds — owned by LeadCoverage instead The Challenge ## A TMS that ran operations, not sales The team worked inside the CRM module of McLeod, which met operational needs but left major gaps on the revenue side. Leads were routed by hand with inconsistent follow-up. Leadership had no visibility into activity, pipeline, or forecast across a remote sales force. Operational data, shipments, spend, and customer activity, was locked in McLeod and never surfaced to sellers. And with no lead scoring, lifecycle stages, or standardized process, reps could not tell which accounts deserved attention. The Opportunity ## A CRM reps actually use, fed by real data The team needed a scalable CRM that streamlined prospect management, centralized tracking, and connected sales activity to operational execution, without forcing reps to abandon McLeod or double-enter data. The answer was not to replace the TMS, but to enhance it: surface the operational truth McLeod already held inside a CRM sellers genuinely adopt. The Solution ## A full rev ops build, fed from McLeod LeadCoverage delivered a phased HubSpot Sales Hub implementation engineered around how the team actually works, then built a custom integration to keep the CRM fed from McLeod automatically. 01 · Foundation ### HubSpot Architecture A tech-stack audit and CRM strategy aligned with leadership defined the vision, success metrics, and lifecycle stages. Portal configuration covered users, permissions, custom contact and company properties, a clean data import, and MQL/SQL criteria so leads progress on measurable triggers. 02 · Scoring & Routing ### Pipelines That Match Reality A behavioral and demographic lead scoring model so reps focus on the highest-intent accounts, automated routing that assigns new leads to the right rep instantly, and three sales pipelines with custom deal stages built to match the team's real process and improve forecasting. 03 · The Integration ### Built by LeadCoverage With no native McLeod-to-HubSpot connector, LeadCoverage engineered one on Make.com, owned and maintained in-house. A one-way sync pushes first and last shipment date, year-to-date spend, shipment count, and McLeod customer ID, with IDs created only at deal close to keep the TMS clean. 04 · Enablement ### Dashboards & Adoption Leadership dashboards for pipeline, meetings booked, deals created and won, conversion rates, and rep performance; multi-step sales sequences with automatic unenrollment on reply or meeting; plus role-based live training, SOPs, recorded sessions, and a documentation handoff. Spotlight ## An integration we built, not bought McLeod and HubSpot do not talk out of the box, and a traditional custom API build can run into the tens of thousands to develop and maintain. LeadCoverage took a different path, building the connection on Make.com, a lightweight, usage-priced platform. Ownership #### Built and owned by LeadCoverage Rather than depend on an outside vendor, LeadCoverage architected the data flow, built it on Make.com, validated the API connections, and tuned the sync cadence end to end, a connection we control and can adapt. Cost & Speed #### A fraction of a custom API project Instead of a heavy build plus ongoing fees and long vendor turnaround, a usage-priced platform delivered fast iteration and in-house control at a fraction of the cost. Scope & Hygiene #### The right handful of fields, synced cleanly A focused one-way sync of key fields avoids over-building two-way logic. Complex calculations stay in McLeod so the CRM stays simple, and McLeod IDs are created only at deal close so prospect noise never clutters the operational system. Re-Engagement #### Dormant accounts surface automatically Last-shipment-date data powers active / cold / former customer tiering, so reps automatically see which existing accounts have gone quiet, a repeatable re-engagement motion driven by real shipment data. The Results ## From operations-only TMS to revenue engine - **A custom HubSpot Sales Hub deployed** in roughly a 16-week implementation window. - **A LeadCoverage-built, low-cost McLeod-to-HubSpot integration** delivering shipment, spend, and customer-activity data to sellers automatically. - **Strong early adoption,** with the team logging more than 100 tasks within the first days of go-live. - **Leadership visibility for the first time:** pipeline, forecasting, and rep-level activity across a distributed team. - **Automated lead routing, lead scoring, and three sales pipelines** replacing manual, inconsistent processes. - **A repeatable re-engagement motion** driven by real last-shipment data, surfacing dormant accounts for reps. Learn More ## Explore more from LeadCoverage [LeadCoverage: Leader in GTM in Supply Chain at-a-Glance Deck ](https://the-gtm-operating-layer--i42jb7h.gamma.site/) [LeadCoverage | HubSpot Implementation Partner ](https://leadcoverage-6tcko58.gamma.site/) [Lead the Market with an Index ](https://lead-the-market-rn7rgxv.gamma.site/) [Three Strategies Working in Supply Chain Marketing ](https://three-proven-strategies--aopdmjj.gamma.site/) [Why PR Matters in Supply Chain ](https://leadcoverage-pr-tu7p524.gamma.site/) [Understanding Intent Data ](https://understanding-intent-dat-zr7h1wq.gamma.site/) [Analyst Relations: Where Market Leadership is Earned ](https://analystrelations-where-m-14eomi8.gamma.site/) [The Revenue Engine Workshop with CEO, Kara Smith Brown ](https://the-revenue-engine-works-1ng6coj.gamma.site/) ## Ready to build your revenue engine? We make market leaders. [Visit LeadCoverage](https://www.leadcoverage.com) [The Revenue Engine](https://www.therevenueengine.com)