Møller Institute Scaled Sales Operations with HubSpot

How the Møller Institute Scaled Their Sales Operations with HubSpot

The Møller Institute at Churchill College, University of Cambridge, came to us with a clear ambition: scale their sales team, sharpen their pipeline visibility, and make HubSpot work harder for a growing and complex programme offering. We delivered a tailored Sales Hub onboarding, rebuilt their pipelines, advanced their automation, and gave the whole team the training and tools to operate with confidence.

The Context: A World-Class Institution Ready to Scale

The Møller Institute is the University of Cambridge's leadership development centre, recognised globally for the quality and impact of its executive education programmes since 1992.

As the Institute expanded its sales team and broadened its programme portfolio, they needed their HubSpot environment to keep pace. The goal was clear: build out structured pipelines for each programme stream, streamline automation, improve reporting, and get both new and experienced users operating confidently within the platform.

They needed a partner who could tailor the solution to a business model that is genuinely distinct from the typical commercial setup.

Our Approach

We began with a thorough discovery process to understand the Institute's unique sales structure, programme timelines, and the varying needs of their growing team. From there, we designed a phased onboarding and optimisation plan that worked around their operations rather than disrupting them.

Pipelines were built out to reflect each programme stream, with custom lifecycle stages such as intended start and end dates giving the sales team a clear, accurate view of where every opportunity stood at any point. Automation was enhanced to capture key deal outcome data consistently and to alert the team to pending actions, upcoming deadlines, and missing documentation, keeping everything moving without manual chasing.

Reporting was rebuilt around the Institute's fiscal year and enriched with audience segmentation by business sector and UTM source, giving leadership and the sales team the specific insight they needed to make informed decisions. Training was delivered across both on-site and virtual sessions, tailored for new starters and experienced users alike, with ongoing support built in to ensure continuous improvement and adoption over time.

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What We Delivered

Sales Hub Onboarding

A structured, end-to-end onboarding programme for the expanded sales team, tailored to the Møller Institute's specific processes and programme portfolio.

Custom Pipeline Configuration

Pipelines built to reflect each distinct programme stream, complete with custom lifecycle stages including intended start and end dates to track programme timelines accurately.

Automation and Workflow Enhancements

Improved workflows to capture deal outcome data consistently, with automated notifications keeping the team on top of pending actions and upcoming deadlines.

Advanced Reporting and Segmentation

Customised reports aligned to the Institute's fiscal year, with audience segmentation by business sector and UTM source for sharper targeting and clearer performance insight.

Blended Training Programme

On-site and virtual training sessions delivered for both new users and experienced team members, ensuring full adoption and confident platform use across the team.

The Results

The Møller Institute now operates with a HubSpot environment that genuinely reflects how their sales team and programme portfolio work. Segmented pipelines and clearly defined lifecycle stages have improved collaboration and reduced friction across the team. Reporting gives leadership and sales managers accurate, actionable insight aligned to their fiscal year.

Automation handles the operational detail so the team can focus on building relationships and closing programmes. And with a sales team that is fully onboarded, confident, and continuing to grow their HubSpot capability, the Institute is well positioned to scale. This is a HubSpot growth case study built around an education CRM that needed to be as sophisticated as the institution it serves.

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"The team at Unmatched have been great at firstly onboarding us with Sales Hub, which was a seamless process. They not only understood our requirements but also made us think about things differently too, as well as suggesting great ideas on implementing extra details to make our work easier. Following the onboarding, we have been working with Unmatched to fine tune many areas of our account, including creating more efficient dashboards, working with lead scoring, improvements to workflows. They are a joy to work with and really understand what we are trying to achieve, which makes the whole process much better."

Leon Palmer

Head of Marketing | Møller Institute

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