Healthcare Shares: 698 investor calls booked through a gated HubSpot funnel

Leads came in from LinkedIn ads and spreadsheet uploads, and anyone who arrived could put time in the CEO's diary. A lot of them were never going to invest.

Underneath, the data was fighting itself. Investment intent sat in four different properties, so no one could say what a lead was actually worth. One cohort field drove a workflow that sent the same person twelve emails in a row. Business lines overwrote each other's values, because nothing in the portal told them apart.

Three shared properties now carry what every business line needs: what kind of contact this is, where they first came from, and how far along they are before a deal exists. Contact type appends instead of overwriting, so somebody can belong to two lines without erasing the first. Once a deal is open, the deal stage becomes the single answer.

Each business line got its own board rather than a forced common template, and a deal opens when a call is booked rather than when a form is filled. The boards hold real conversations instead of form fills.

Routing happens on its own. One workflow reads the contact type and opens the deal on the matching board, which means a single enquiry finds the right business line without anyone sorting it.

Everything is named to a convention, so a correctly named form routes itself. Adding a business line is now a naming job and a new board, not an afternoon unpicking somebody else's automation.

The agency arm runs the same way on its own board, with its own reporting behind it, and the team can see the funnel without opening a single record.

Adding the next venture is now a naming exercise rather than a rebuild. Healthcare Shares has become the pattern the group reaches for when it stands up the next one.