How Atlantic Technology Group Built a Client-First Sales and Execution System in HubSpot

The Investment Decision

Case study updated March 2026

When D.C. Moore and his investment group acquired Atlantic Technology Group (ATG), they inherited more than a thriving technology infrastructure business. They inherited an opportunity. The company had built strong client relationships and a solid reputation for project delivery, but the systems supporting those relationships were held together by email threads and multiple Google Sheets.

"The first thing investors ask is, 'What's the pipeline for the business?' Moore explains. "And we had difficulty answering that question based on the Google Sheets. We knew we needed to build a stronger foundation, not just for reporting, but to serve our clients better."

The decision to invest in HubSpot wasn't about chasing the latest technology. It was about building a foundation that would allow ATG's team to deliver exceptional service, even as the business scaled.

The Challenge: When Manual Systems Limit Service Quality

ATG's challenge was familiar to many growing service businesses: their manual processes were creating gaps in client service that no amount of hard work could completely close.

"At times, client follow-ups would slip and quotes would be delayed because everyone was so busy," recalls Lauren Lillard, Business Operations Manager at ATG.

The challenge was compounded by ATG's distributed team structure, with some members working remotely while others collaborated in the office. Their Google Sheets system was intricate, tracking sales deals, managed accounts, accounts receivable, and even commission calculations, but sophistication on a spreadsheet doesn't translate to efficiency in the field.

Key pain points:

• Delayed client follow-ups and quote delivery due to scattered information
• No mobile-friendly solution for sales team visiting client sites
• Impossible to provide investors with accurate pipeline visibility
• Heavy reliance on email threads and phone calls to stay aligned
• Manual weekly client reporting pulled from multiple spreadsheets
  

"We needed something that was mobile friendly and a place where everyone could see everything that was going on without having to rely on email, a phone call, or a Google Sheet," Lillard says.

The Approach: Building Client-Focused Systems from the Ground Up

Orange Marketing approached the implementation with a clear understanding: this wasn't just a technology migration. It was an opportunity to redesign how ATG served clients at every stage of their journey.

"Orange Marketing was the first group asking very specific questions surrounding our business," Lillard notes. "There were a lot of aha moments like, 'Hey, they understand what our needs are.' And even if they didn't know the answer, they had a really quick option as far as resolution or how we could make it work."

The solution centered on three key elements:

1. Dual-Pipeline Architecture Orange Marketing built separate sales and execution pipelines that reflected ATG's actual business operations. This structure ensured client projects received proper attention throughout their entire lifecycle, with deals transitioning seamlessly from sales to execution after closing, complete with a post-sale PO process to eliminate handoff gaps.

2. Client-First Customizations "The biggest thing was making our HubSpot implementation fit within the way our team thinks and operates," Moore explains. "A client project forms the DNA of the business. We're not just catering for ourselves. We're catering for our clients."

Rebecca Gonzalez, CEO of Orange Marketing, emphasizes the lens that guided every decision:

"We focused heavily on how ATG could serve their clients better. When you look at implementation through that lens, you naturally drop a lot of off-the-shelf features and make it more adaptable and customizable for your client and your client's situation."

3. Thoughtful Pacing and Automation Rather than overwhelming the team, Orange Marketing sequenced features and training to match ATG's capacity to absorb change. Kirill Ougarov, Director of Revenue Operations at Orange Marketing, built extensive automation into the deal flow.

"The complexity wasn't just in the number of fields. It was in how everything needed to work together," Ougarov explains. "Custom automation allowed us to replicate their intricate processes while eliminating the manual handoffs that created gaps in client service."

"There were things that would have taken me a whole weekend, if not a whole week, that Kirill could do in 30 minutes," Moore adds. "That helped tremendously with my time; time I could redirect toward the business."

The Results: Visibility, Efficiency, and Better Client Service

The transformation from manual workflows to HubSpot created immediate improvements in how ATG served clients.

• Automated Client Reporting - Before HubSpot, several clients required weekly meetings and reports that ATG assembled manually from spreadsheets. "We can now run those reports weekly, speak to them internally, and present them to our clients more efficiently and in a more clean way," Lillard explains.
  
  
• Eliminated Communication Delays - "There's not a lot of email digging," Lillard says. "In HubSpot, we can see the interaction when it comes to emails that have been sent or the last touch that happened with a client. We have more of an eye on where they're at in the process and what they need."
  
  This centralized view means ATG's team can pick up any client conversation seamlessly, regardless of who initiated it or when it started.

• Leadership Visibility for Better Decisions - "We now know everything from the beginning of the sales funnel all the way to invoicing and payment," Moore says. "It's definitely more structured and a highly valued single source of truth for what our sales pipeline looks like."
  
  This visibility allows leadership to identify potential service gaps before they affect clients and make data-driven decisions about resource allocation.

• Quick Team Adoption "It only took maybe two meetings for the team to get on top of it," Moore recalls. The faster-than-expected adoption came down to thoughtful design. The system was built around ATG's existing mental models and client service philosophy.
  
  

Building for Client Success

ATG's investment in HubSpot represents a broader philosophy about growth: that the best way to build a sustainable business is to invest in systems that help you serve clients better. By replacing fragmented manual workflows with a unified platform designed around client needs, ATG ensured their team could focus on what matters most: delivering exceptional project outcomes.

At its core, ATG's story is about recognizing that the systems you build should serve your clients as much as they serve your internal operations. When those two goals align, everyone wins.

FAQs

1. How does Orange Marketing help technology infrastructure companies replace Google Sheets with HubSpot?

Orange Marketing helps technology infrastructure companies move from manual systems such as Google Sheets, email threads, and phone-based updates into a centralized HubSpot environment. This gives teams one place to manage sales opportunities, project execution, client communication, reporting, and leadership visibility without relying on scattered spreadsheets.

2. How can HubSpot improve pipeline visibility for a growing service business?

HubSpot gives growing service businesses a clearer view of the sales pipeline, active projects, invoicing status, and client activity. Orange Marketing can configure HubSpot so leadership can see the full journey from first sales conversation through execution, invoicing, and payment, making it easier to answer investor questions and make informed business decisions.

3. How does Orange Marketing use HubSpot pipelines to support both sales and project execution?

Orange Marketing can build separate HubSpot pipelines for sales and execution, allowing service businesses to manage opportunities before and after a deal closes. This structure helps teams avoid handoff gaps, track post-sale steps such as purchase orders, and ensure client projects continue moving forward after the initial sale.

4. How can HubSpot help field sales teams and distributed teams stay aligned?

HubSpot gives field sales teams and distributed teams a mobile-friendly system where they can access client records, update deal activity, review communication history, and track next steps from one shared platform. This reduces the need to search through emails, call coworkers for updates, or reconcile information across multiple Google Sheets.

5. How does Orange Marketing help service businesses automate client reporting and follow-up?

Orange Marketing configures HubSpot automation, reporting, and client activity tracking to reduce manual follow-up and reporting work. For technology infrastructure service businesses, this can include automated deal updates, cleaner weekly client reports, visibility into recent client touches, and workflows that help prevent delayed quotes or missed follow-ups.