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Digital pioneer in a traditional industry: Scaling growth with HubSpot

While 247TailorSteel’s innovative software provided instant quotes and fast delivery, sales remained fragmented and reactive. Commercial data was scattered across ERP systems and spreadsheets, leaving leadership without a clear view of performance. Discover how Siloy Benelux helped the steel manufacturer turn 45,000+ customer relationships into a scalable growth engine with HubSpot CRM.
40.000

Customer records migrated

1

Way of working

25%

More customer website visits

About the company

247TailorSteel is a manufacturer built for speed, scale and precision.

The company started in metal cutting and continuously invested in technology to digitise and optimise production. Their own online software Sophia® is the engine powering this model. Customers receive a quote within a minute. Orders are delivered within 48 hours. The factory runs fully automated, 24/7.


With 45,000+ customers, and 500 to 600 new ones added every month, the commercial operation needs the same level of control as production.

The challenge

Growth exposed the gaps in the commercial process. Customer data was spread across ERP systems and spreadsheets. There was no shared customer view. That meant teams worked with incomplete information, follow-up was inconsistent, and opportunities were missed. Sales practices differed by person and region. Visit reports weren’t recorded in a structured way, so customer context often got lost. Lead and opportunity management lacked a clear standard, making the process harder to manage and predict.

247TailorSteel didn’t need “another CRM”. They needed a scalable commercial operating model.

With HubSpot, we finally have one system where all our commercial data comes together. This allows us to work more strategically and seize every revenue opportunity.

Carl Berlo CEO 247TailorSteel Carl BerloCEO, 247TailorSteel

Our approach

Listening came first. In conversations with stakeholders across the organisation, from sales managers to country directors, we mapped out the real pain points. Not only the technical fragmentation across systems, but also the day-to-day frustration of working with incomplete information and inconsistent follow-up.

From there, we defined a shared vision of what “good” looks like:

  • One customer view for sales, marketing, and service
  • Follow-up that happens by design instead of by habit
  • Data that supports decisions rather than slowing teams down

That vision became the blueprint for the work, covering data, process, and adoption in one approach, so the platform would actually be used and trusted at scale.

The solution

Rather than 'just' a migration, we turned the project into a shift in how the commercial organisation works.

40,000 customer records were synchronised from ERP into HubSpot, establishing a single system for sales and marketing. Teams gained one place to work and one dataset to trust.

We introduced structure where it mattered most:

  • a consistent way to log customer visits and outcomes

  • workflows that drive timely follow-up through tasks and notifications

  • standardised lead and opportunity management for predictable execution

We also treated adoption as key deliverable. Training, workshops, and key users ensured HubSpot became a working system, not an extra admin layer. Leadership gained access to clear reporting to drive alignment and continuous improvement.

The result

The transformation went beyond expected efficiency gains. 247TailorSteel shifted from reactive follow-up to proactive relationship management. With a single customer view and a consistent way of working, sales teams now operate with real-time context on every interaction, visit, and opportunity.

That changed how decisions are made. Management no longer has to rely on fragmented reports or lagging data.  Performance can be optimised based on what is happening now, not what happened last month. Customers experience a more consistent and professional engagement across touchpoints, because the organisation works from one shared reality.

The result is a foundation for continued growth. Not only through better technology, but through a commercial operating model that scales, keeps control, and strengthens relationships over time.

Key results

  • 40,000 customer records synchronised Sales and marketing now work with one integrated customer view
  • Sales adoption standardised: the team works entirely in HubSpot One way of working across regions, with customer context captured consistently
  • +25% more customer visits recorded and tracked Better continuity in customer relationships and more reliable account insight
  • Real-time visibility into commercial performance Leadership can base decisions on current data instead of fragmented reporting

Turn your relationships into results

Results like these don't happen by chance. They come from understanding your business, aligning around shared goals, and executing with precision. Ready to turn your customer relationships into results?

Emiel Kanters

CEO Webs & Regional Director Benelux

Email me

Thijs van Rosmalen

Account Executive

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