Back to customer stories

From fragmented sales to a unified service-led growth model

Vesivek was growing faster than its commercial structure could support. Siloed sales and limited data visibility across customer lifecycles created costly friction. Discover how Siloy Nordics helped reduce customer acquisition costs by 25% by building a unified, service-led growth engine powered by HubSpot.
Vesivek
25%

Customer acquisition costs reduced over 12 months

60

Current NPS (with top units reaching 80+)

€340K

Sales generated from a €14k campaign

About the company

Vesivek Group is a renovation and construction company focused on protecting buildings from external moisture. Services include roofing, rainwater systems, drainage, and related upgrades. Operating across Finland and Sweden, Vesivek manages thousands of projects every year through a geographically distributed organisation.

This reality makes consistency a competitive advantage. When multiple services and local units cater to the same customers, growth depends on a customer model that works across teams, not on isolated sales efforts.

The challenge

Vesivek faced a classic scaling problem: demand and complexity grew faster than the commercial operating model. Historically, growth relied heavily on individual sales activities, with separate processes per service. But as the service portfolio expanded and the organisation grew into new locations, fragmentation created friction that became increasingly difficult to ignore.

The symptoms were tangible and costly:

  • The same customer could be contacted by multiple sales reps for different renovations at the same time

  • Cross-selling depended on individual initiatives, instead of a structured and well-timed process

  • Disconnected systems prevented full visibility across the lifecycle

  • Bundling services into one coherent journey was difficult to achieve

  • The customer experience was inconsistent, while teams had difficulties coordinating  in an efficient way

Tackling these issues required a shift from a sales-led model to a unified, service-led model. The goal? One customer-first process that works the same way everywhere and makes growth repeatable.

Siloy Nordics helped us build a clear, shared foundation before touching technology. Combined with HubSpot, that focus on data quality, internal ownership, and practical support made the difference between a system rollout and a real change in how we work.

Juha Kautto Juha KauttoCommercial Director, Vesivek

Our approach

The transformation started with strategy, not software. Early on, we involved a broad group of Vesivek's employees to surface bottlenecks, define ownership, and design what “good” looks like across the full lifecycle. Around 150 people participated, which made change management a core workstream rather than an afterthought.

The operating model shifted in three ways:

  • From service-by-service execution to customer-first lifecycle ownership

  • From individual intuition to shared data and common segmentation

  • From local variations to a repeatable service process that can scale across units

Local “torchbearers” supported adoption on the ground, ensuring the model translated into day-to-day behaviours.

The solution

Once the service-led operating model was defined, Vesivek needed the right technology to support it. Since adoption, speed, and cross-team visibility were non-negotiable for the new way of working, the decided to go with HubSpot.

With their new setup, Vesivek has a unified customer view that connects lead generation, sales, delivery, and after-sales in one platform. HubSpot was integrated with Vesivek’s ERP to make sure the commercial process doesn't stop at the deal stage. Orders move smoothly into production and invoicing, supported by shared data and clear ownership.

Key capabilities enabled:

  • Centralised customer data supporting the full lifecycle

  • Aligned sales, marketing, and service processes around one journey

  • Automated follow-ups, service delivery steps, and lifecycle communication

  • CRM–ERP integration to remove handover friction and improve operational continuity

Instead of adding more campaigns or tools, we helped Vesivek build a system where efforts reinforce each other and improvements compound over time.

The result

The biggest impact showed up in efficiency. Over a 12-month period, Vesivek's customer acquisition costs reduced by 25%. This was not driven by a single channel, but by better process: clearer targeting, better timing, and a service model that converts demand more effectively.

Customer experience improved alongside efficiency. While average NPS in the Finnish construction sector is around 43, Vesivek operates at around 60 and targets 70. Units that follow the service process most consistently have reached NPS scores above 80, showing the model’s potential when executed as designed.

With the foundation in place, growth initiatives became easier to launch and more predictable. In 2025, Vesivek ran a Commercial Growth Marketing campaign built on existing CRM data and the new service logic, combining coordinated email and SMS with zip code-specific paid social messaging. With €14,000 of investment, the campaign generated more than €340,000 in sales, proving what's possible when structure comes before scale.

Key results

  • 25% lower customer acquisition costs Reduced over 12 months through improved targeting, timing, and conversion across the lifecycle.
  • Improved customer experience, with scalable consistency NPS around 60 versus an industry benchmark of ~43, with top units exceeding 80.
  • €340,000+ sales from a €14,000 campaign Growth marketing became a by-product of strong data and a repeatable process.
  • One customer journey across services and locations Sales, marketing, and service now operate with shared data, clear ownership, and a unified model.

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?

Johanna Mikkonen

Head of Sales Vipu

Email me

Explore more stories