A HubSpot sales setup Defentry’s team actually keeps up to date
Client
Defentry
Year
2026
Industry
Cybersecurity
Services
CRM
Tech Stack
Defentry protects people from identity fraud. Insurers, banks and telcos offer its platform to their own customers, under their own brand. Their sales process lived in a spreadsheet while HubSpot sat half used. Souk rebuilt their HubSpot sales setup around the stages closest to revenue: a new pipeline, a fit score on every deal, a three-year ARR forecast and one dashboard for the weekly sales meeting. All on Sales Hub Starter, without an upgrade.
*Visuals on this page are illustrations of the setup, not screenshots from HubSpot.
Challenges
Defentry’s deals are few, big and slow, and the contracts grow over several years. Every single deal matters, so you want to know exactly where each one stands.
Defentry already had HubSpot. The real sales process lived somewhere else: a master spreadsheet with every lead, its stage, probability and ARR estimate, plus KPI tabs built on top for the CEO and the board. Inside HubSpot there was an old pipeline and a long list of properties nobody used anymore. They needed a CRM the sales team would actually keep updated, that tells leadership what’s in the pipeline and when the money will land.
Solutions
A working session, not a slide deck
We mapped Defentry’s sales process from first meeting to first invoice and agreed what moves a deal forward at each stage. Revenue start got its own stage, because for Defentry a signed contract isn’t revenue until the first invoice goes out.
A fit score on every deal
The CEO’s picture of a great customer became 12 weighted questions on every deal. HubSpot scores and tiers the answers, and no deal reaches Workshop booked without one.
Forecasting in ARR
Each deal carries potential ARR for three years, weighted by how far it has come, plus an expected revenue start date. Actual ARR is added once a year, so the forecasts get sharper over time.
One dashboard, no upgrade
Pipeline, segment mix, weighted ARR, revenue timing and weekly activity now sit in one dashboard. All on Sales Hub Starter, using required fields and calculated properties instead of workflows.
Clean data, trained team
We cleared out unused properties, moved every deal over from the spreadsheet and trained the team with a playbook that explains each field in plain language.
*Visuals on this page are illustrations of the setup, not screenshots from HubSpot.
Result
Defentry’s pipeline now lives in HubSpot instead of a spreadsheet, and a big chunk of the sales admin went with it. No more keeping a sheet and a CRM in sync, and no more rebuilding the weekly numbers by hand. Leadership opens one dashboard and sees what’s in the pipeline and when the revenue lands. Every deal has a fit score, a three-year ARR forecast and a revenue start date. And because everything is documented and the team is trained, they run it themselves.
12
Weighted fit questions per deal
3 years
ARR forecast on every deal
1 dashboard
For the weekly sales meeting
