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.
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 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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
