Internal Initiative · 2026

Operational
Workflow
Standardisation

Aligning HubSpot, onboarding and PM handover into one clean, accountable process — from deal creation to project kickoff.

Cleaner Process.
Faster Handover.
Sharper Reporting.
2026
Private & Confidential 01 / 14
Section 01 · The Problem
Why this matters

Five friction points we are solving.

Over the past quarters, recurring breakdowns between Sales, CS, PM and Operations have surfaced from the same root cause — inconsistent data and naming across HubSpot and the onboarding form.

01
Duplicate Deal Cards
Same client appearing as multiple deals when more than one service is sold.
02
Inconsistent Service Naming
Free-text variations of WEB, SEO, DM and Maint distorting reports.
03
PM Handover Mismatch
PM receives different scope from what was signed and onboarded.
04
Reporting Inconsistency
Pipeline values and service counts unreliable across dashboards.
05
Bloated Onboarding Form
Unused fields (Service 4–8, Additional SOW) slowing Sales submissions.
Operational Workflow Standardisation · 2026 02 / 14
Section 02 · Overview
The initiative

One workflow. One vocabulary.

3

Service Categories

Every project deal is scoped using only WEB, DM, or WEB MAINT — applied consistently across HubSpot, onboarding and PM systems.

  • Replaces ad-hoc free-text labels
  • Powers clean revenue reporting
  • Aligns Sales pitch language to delivery
1

Deal Per Client Project

Multi-service engagements stay as a single HubSpot deal with service line items — no more duplicate cards bloating the pipeline.

  • Accurate deal counts
  • True total contract value visible
  • Cleaner pipeline routing to PM
✓

Gated Close Won

Onboarding cannot be submitted unless service categorisation, signed docs and payment status are confirmed in HubSpot.

  • Stops incomplete handovers
  • Protects PM from unsigned work
  • Single source of truth
−5

Lighter Onboarding

Unused fields removed. Service Offered 4–8 and Additional SOW retired. Aligned naming end-to-end.

  • Faster Sales submissions
  • Less PM ambiguity
  • Same data, less noise
Operational Workflow Standardisation · 2026 03 / 14
Section 02 · Scope
Six areas in scope

Where we are tightening the process.

01

Deal Creation

One deal per client project — services captured as line items, not separate cards.

02

Close Won Process

Gate criteria: signed proposal, payment status, services categorised.

03

Onboarding Submission

Simplified form, mandatory fields cleaned up, aligned with HubSpot.

04

PM Handover

PM receives the same vocabulary and scope as what Sales signed.

05

Pipeline Routing

Cleaner Sales Deals Progression Pipeline with consistent stages.

06

Service Standardisation

WEB · DM · WEB MAINT — the only three categories used going forward.

Operational Workflow Standardisation · 2026 04 / 14
Change 01

Service Standardisation

A single shared vocabulary across Sales, CS, PM and Operations. Three categories cover every project we deliver — no more free-text variants distorting our reports.

Legacy labels are hidden but retained for historical reporting integrity.

05 / 14
WEB

Website Projects

  • PSG Ecomm 3.0 packages
  • Corporate web builds
  • Landing pages & microsites
  • Graphic design add-ons
  • ASOW attached scope
DM

Digital Marketing

  • PSG DM 3.0 Search Boost
  • SEO (paid & migration)
  • GMB optimisation
  • Content packages
  • Paid media campaigns
WEB MAINT

Maintenance & Hosting

  • Web Maint with man-hours
  • Domain & hosting
  • cPanel managed access
  • Recurring support retainers
  • Security & uptime monitoring
Change 01 · Before vs After
Service categorisation

From scattered labels to three clean buckets.

Before
Open-ended labels, no enforcement
  • Free-text service names across deals
  • Service Offered 1–8, many unused
  • "SEO", "SEO Paid", "SEO Migration" entered inconsistently
  • "Web Maint", "Maintenance", "Hosting" treated separately
  • Additional SOW field duplicating service entries
  • Reports require manual cleanup before use
→
After
Three categories, applied everywhere
  • WEB · DM · WEB MAINT — enforced dropdowns only
  • Service Offered fields capped at 3 categories
  • Legacy labels hidden but retained for historical reports
  • Each category has a defined list of sub-services
  • Additional SOW removed — captured via ASOW under WEB
  • Reports run directly without cleanup
Operational Workflow Standardisation · 2026 06 / 14
Change 02

One Deal, Many Services.

When a client signs a multi-service engagement, we now create one HubSpot deal — not several. Services live as line items inside that deal.

This restores accurate deal counts, true contract value, and a single record for PM to inherit.

07 / 14

The new deal pattern

ABC Pte Ltd — Web + DM Engagement
Stage: Closed / Won · Pipeline: Sales Deals Progression
WEB · PSG Ecomm 3.0 WEB · Graphic Design DM · Search Boost DM · GMB Optimization WEB MAINT · 5 ManHours
Total Contract Value: S$ 24,964 · Onboarding: 1 submission · PM: 1 handover
Rule of Thumb
One client. One project scope. One deal card. Separate deals only when engagements are commercially independent (different contracts, different signing parties, or sold months apart).
Change 02 · Before vs After
Deal cards

Three duplicate cards collapse into one.

Before · 3 cards, fragmented
ABC Pte Ltd — Web Project
Stage: Closed / Won · Value: S$ 9,988
WEB
ABC Pte Ltd — DM Package
Stage: Closed / Won · Value: S$ 9,988
DM
ABC Pte Ltd — Maintenance
Stage: Closed / Won · Value: S$ 4,988
MAINT
3 onboarding submissions · 3 PM handovers · inflated deal count
→
After · 1 card, unified
ABC Pte Ltd — Combined Engagement
Stage: Closed / Won · Total: S$ 24,964
WEB DM WEB MAINT
Each service line item carries its own value and scope inside the deal record.
1 onboarding submission · 1 PM handover · accurate reporting
Operational Workflow Standardisation · 2026 08 / 14
Change 03 · Close Won
Change 03 · Close Won Gate

A clean handover starts with a clean stage.

The Closed / Won stage now functions as a gate. Onboarding cannot be submitted unless these four criteria are confirmed in HubSpot first.

1
Leads Assigned
Sales
2
Qualified
Sales
3
Proposal Sent
Sales
4
Closed / Won (Gated)
Sales + Ops
5
Onboarding
PM
Gate criteria · Required before onboarding

Four checks must clear

If any criterion is incomplete, onboarding form submission is held until resolved.

✓
Services categorised under WEB / DM / WEB MAINT
✓
Signed proposal uploaded to Client Drive
✓
Payment status confirmed (paid, pending, or MD-approved)
✓
Deal value matches signed proposal total
Operational Workflow Standardisation · 2026 09 / 14
Change 04 · Onboarding Form
Change 04 · Onboarding Form

Less form. More signal.

We've removed fields Sales never used and tightened naming to mirror HubSpot — so what Sales submits is exactly what PM receives.

Old Onboarding Form Retired

1. Sales Team DetailsKept
2. Client DetailsKept
3. Package DetailsKept
Service Offered 4Removed
Service Offered 5Removed
Service Offered 6Removed
Service Offered 7Removed
Service Offered 8Removed
Additional SOW fieldRemoved
SEO InvolvementKept
Close Won StatusKept
Client Drive / Persona / D&HKept

New Onboarding Form Live

1. Sales Team DetailsAligned
2. Client Details (UEN-registered)Aligned
3. Package · WEB / DM / WEB MAINTStandardised
ASOW (Additional Scope of Work)Consolidated
4. SEO InvolvementAligned
5. HubSpot Close Won StatusGated
6. Client Drive (folder rules)Enforced
7. Project TypeAligned
8. Client's Persona DetailsAligned
9. Domain & Hosting (D&H)Aligned
10. Internal Briefing & NotesAligned
Operational Workflow Standardisation · 2026 10 / 14
Change 05 · PM Handover
Change 05 · PM Handover

What Sales signs is what PM runs.

Standardised vocabulary means PM no longer translates Sales language into delivery language. The handover document is generated from HubSpot data directly.

Sales captures in HubSpot

Sales Side

  • Deal name (one per client project)
  • WEB / DM / WEB MAINT line items with values
  • Signed documents & payment status
  • Client UEN, PIC, language preference
  • Preferred kickoff date
  • Client tech literacy & communication style
→
Auto-mapped
via Onboarding
Form
PM inherits without re-asking

PM Side

  • Single project file with full scope
  • Service categories match delivery teams
  • Client Drive folder pre-named & structured
  • Briefing date with min 2-day lead time
  • D&H credentials available where applicable
  • Internal kickoff with Sales, CS & PM
Operational Workflow Standardisation · 2026 11 / 14
Section 03 · Full Flow
End-to-end workflow

From lead to kickoff, in one straight line.

1Lead In
SalesNew lead captured in HubSpot. Deal created on Sales Deals Progression Pipeline at "Leads Assigned" stage.
2Qualify & Scope
SalesServices scoped using WEB / DM / WEB MAINT line items. Country of registration, deal name and stage maintained.
3Proposal Sent
SalesProposal generated and dispatched. Deal value reflects total contract — not per service.
4Closed / Won (Gated)
Sales + OpsService categorisation, signed docs, payment status and deal value validated before progression.
5Onboarding Form
SalesSimplified web onboarding form submitted. Pre-filled where data exists in HubSpot.
6PM Handover
PMPM receives unified record. Internal briefing scheduled with minimum 2 working days lead time.
7Kickoff
PM + CSProject officially kicked off. Reporting pipeline reflects accurate active project count and revenue.
Operational Workflow Standardisation · 2026 12 / 14
Section 04 · Outcomes
What this unlocks

Cleaner process, better outcomes by role.

Sales
Faster, cleaner
  • Fewer fields, faster onboarding submissions
  • One deal record per client to manage
  • Clear gate criteria — no guesswork at Close Won
  • Standardised service language with clients
PM
Less translation
  • One handover, not many
  • Scope matches what was signed
  • Pre-structured Client Drive folders
  • Minimum 2-day lead time on briefings
CS
Stronger continuity
  • Consistent client record across systems
  • Service categories aligned with renewals
  • Clearer view of multi-service clients
  • Standard touchpoints at handover
Ops
Reliable reporting
  • Accurate deal counts and revenue
  • True pipeline visibility for the Director
  • Historical data preserved for trend analysis
  • Faster month-end and quarter-end closing
Operational Workflow Standardisation · 2026 13 / 14
Section 05 · Rollout
Next steps

Rollout in four moves.

01

Internal Alignment Briefing

This deck walkthrough with Sales, CS, PM and Ops — Q&A on edge cases (deals already mid-pipeline, legacy multi-card clients).

Owner Director + Ops
02

HubSpot Standardisation

Deal stage gate enforced, service dropdowns locked to WEB / DM / WEB MAINT, legacy labels archived (not deleted) for reporting.

Owner Ops
03

New Onboarding Form Live

Simplified form replaces the old version. Sales trained on new submission flow. PM trained on inheriting the unified record.

Owner Ops + Sales Lead
04

30-Day Review

Measure: duplicate deal cards (target: 0), onboarding cycle time, PM handover dispute rate. Adjust where needed.

Owner Director
Ready to roll One workflow. One vocabulary. Cleaner data from lead to kickoff.
Private & Confidential 14 / 14

SPEAKER NOTES

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