Case study · HubSpot sales process
How 3 & Four Turned Franzy's HubSpot Into a Franchise Sales Machine
Illustrative case file. Figures from the engagement.
01 · Background
A franchise matchmaker that had outgrown an exploratory setup
Franzy is an AI-powered matchmaker for people who want to start a franchise business. Instead of starting from scratch, users can use the site to find and buy a franchise of a proven business brand like a gym, cafe, or cleaning service. It makes the process easier by letting you search through several options, compare costs, and talk directly to the companies, helping you find a business that fits your budget, goals, and your location.
Franzyfranzy.com
02 · Challenges
Two things the team needed from HubSpot
A sales process HubSpot did not yet reflect
Franzy began their HubSpot journey independently, exploring its features and how to integrate it into their sales process. They needed a hand in optimizing their pre-sales and sales processes, as well as managing cohorts and their customized customer journey, by leveraging HubSpot automations.
No visibility into the numbers or the team's activity
Along with the process-related implementations, they also wanted visibility into the numbers flowing across objects, as well as the team's activity leaderboards.
03 · Solution
Discovery first, then pre-sales, sales and cohorts
The project began with discovery calls and getting to know Franzy better, in the words of their own team. From those calls we created process flowcharts and onboarded Team Franzy on what the pre-sales and sales process would look like, and how automations would be used throughout it.
Pre-sales: the Leads object
They had different types of people within their Contacts object. To separate potential buyers from the other groups, we implemented the Leads object for better visibility and a stronger focus for the sales team, back in March 2025 when it was still a new feature. We automated lead creation and assignment; the team qualifies potential buyers in Leads and moves them to Deals once they are sales-ready.
Pre-sales: a custom lifecycle
Franzy's customer journey is different from the default lifecycle stages such as MQL and SQL. The team wanted the journey to reflect their process, including website account creation and cohorts, so we replaced the default stages with ones relevant to their journey.
Sales: a customized Buyers pipeline
As the team was new to HubSpot, they needed a deals funnel that matched their process. We created a customized Buyers Deals pipeline, with each deal stage reflecting an important milestone in the buyer journey with Franzy.
Sales: additional pipelines
Starting from a single buyers pipeline, the team wanted to manage different processes in the Deals object.
Cohorts management
Cohorts are unique, customized stages in the buyer journey with Franzy, effectively sub-stages of the lifecycle stages we customized. The team needed them automated and time-stamped, like the default lifecycle stages, so they could see how many records entered a cohort within a given timeframe. We automated the time-stamping and built custom reports for each cohort to give the team better visibility.
04 · Results and impact
Impact, in numbers
By understanding Franzy's unique customer journey and aligning HubSpot with how their team actually works, we helped turn a largely exploratory setup into a more structured, scalable system.
Pipeline Expansion
Year-to-date deal creation grew by 95% over the full previous year, indicating stronger momentum and a more structured sales process.
Closed-Won Growth
Year-to-date closed-won deals increased by 111% compared to the full previous year, reflecting a clear improvement in conversion and execution.
Revenue Growth
Year-to-date closed-won revenue increased by 170% compared to the full previous year, highlighting the overall business impact of the improved setup.
From pre-sales optimization and customized deal pipelines to cohort automation and reporting visibility, the implementation gave Team Franzy a clearer view of their process, stronger operational efficiency, and a setup built to support continued growth.