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From legacy CRM to a high-velocity RevOps engine

Siloy UK&I helped Pelion transform an inherited, rigid Salesforce setup into an agile RevOps engine built for growth. By consolidating sales, marketing and service on HubSpot and integrating it with Pelion’s MVNO billing and ERP landscape, the commercial team gained speed, clarity and control across the entire customer lifecycle. With one connected source of truth, the team now responds faster, builds stronger deal momentum and improves retention through a fully aligned 360° customer view. 

360°

Connected customer view

1

Single source of truth

4

Legacy systems consolidated

About the company

Pelion is a global IoT connectivity provider, spun out of ARM Holdings. The company helps organisations connect, manage and scale IoT deployments through secure telecommunications and connectivity solutions designed to support complex, high-volume customer relationships.

The challenge

Pelion’s commercial organisation relied on an inherited Salesforce environment originally designed for an engineering-led parent company. Over time, the platform grew rigid and costly to maintain, restricting the team’s ability to adapt processes, generate meaningful insights and respond quickly to changing market demands.

At the same time, customer information sat fragmented across multiple systems, including Salesforce, Marketo and Freshdesk. This fragmentation reinforced operational silos between sales, marketing and service. Reporting remained slow and manual, teams lacked end-to-end lifecycle visibility, and the organisation struggled to connect pipeline performance with actual customer outcomes.

Our approach

We began the programme with a clear operating model lens: simplify the commercial stack, establish a single customer source of truth and design RevOps around speed, visibility and cross-team alignment.

We then structured a phased roadmap that maintained delivery momentum while building long-term scalability:

  • Phase I (MVP): Establish HubSpot as the unified CRM foundation, configure the core hubs and enable key productivity integrations.
  • Phase II: Scope and implement critical integrations, optimise analytics and align the data architecture to deliver full lifecycle visibility and enterprise-grade reporting.

Alongside the platform build, we developed a RevOps playbook that defined how the business operates in practice, including lifecycle stages, process standards, KPIs and reporting. This ensured that automation reinforced a consistent commercial methodology instead of creating disconnected workflows.

The solution

We implemented HubSpot CRM Suite Enterprise as Pelion’s central commercial and engagement platform, replacing Salesforce, Marketo and Freshdesk and bringing marketing, sales, service and operations together in one connected environment.

The architecture aligned with Pelion’s operational reality. The MVNO billing and ERP platforms remained the systems of record for financial and connectivity data, while HubSpot became the customer system of record for relationships, interactions, lifecycle stages and performance metrics. Carefully structured integrations allow billing, orders, contracts and renewal signals to surface in HubSpot, giving the commercial team full visibility without duplicating finance ownership.

Key capabilities included:

  • Sales agility and enablement through automated routing, lifecycle management, sequences, and task automation
  • A unified service model with Service Hub integrated alongside sales and marketing for contextual support
  • A tailored data model using custom objects and relationships to reflect IoT customer and service structures
  • Marketing Hub Enterprise for ABM, automated nurturing, and campaign attribution with ROI dashboards inside HubSpot
  • Analytics and reporting aligned to forecasting, segmentation, service performance, and expansion opportunity identification

The CPQ fit followed a pragmatic approach. HubSpot manages customer engagement, quoting workflows and commercial management, while Pelion’s in-house MVNO billing platform continues to generate pricing and quotes for complex commercial models.

The result

The transformation delivered a step change in commercial agility. Teams can now adjust processes, dashboards and reporting without navigating rigid administrative structures. Automation increases responsiveness and consistency, enabling the organisation to move faster from first touch to qualified opportunity and through to close.

The most strategic shift came from unifying service with the commercial lifecycle. Service teams now access the full sales and marketing history in real time, resolving issues faster and with greater context. Sales teams see open tickets and customer sentiment, enabling more proactive retention and expansion conversations, while marketing benefits from a live feedback loop to refine retention and advocacy campaigns.

Leadership now operates from a single source of truth across the lifecycle, improving forecasting accuracy, churn analysis and the identification of growth opportunities. Pelion has replaced fragmented systems and manual reporting with an integrated RevOps engine fully aligned to go-to-market execution.

Key results

  • Faster speed-to-lead and follow-up Automated routing and lifecycle management improved response times and lead engagement across teams.
  • Higher deal velocity and conversion Sequences, task automation, and integrated analytics shortened sales cycles and increased consistency in execution.
  • One 360° customer view across teams Sales, marketing, and service now work from the same customer record, with full visibility from first touch through support and renewal signals.
  • Real-time visibility into commercial performance Leadership gained a single source of truth for pipeline, forecasting, churn risk, and expansion opportunities, without manual, 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?

Neil Ritchie

Co-owner ProsperoHub & Regional Director Siloy UK & I

Email me

Colin Abercrombie

Co-owner ProsperoHub

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