Case Study:

How Kiwi Ortho Built a Lead Management System Sales Could Actually Trust

Client: Kiwi Ortho
Engagement: April 2025 to May 2026
HubSpot Hubs: Marketing Hub, Sales Hub Pro
Type of Engagement: HubSpot Sales B2B Lead Generation Optimization

The Situation

Kiwi Ortho was growing, and growth meant leads were coming from every direction — forms, imports, enrichment, outbound efforts. Plenty of information was flowing into HubSpot. What wasn’t there was a consistent way to decide who was actually ready for a sales conversation and who still needed nurturing.

Without that consistency, marketing and sales had quietly developed their own separate definitions of a “good lead.” And Kiwi Ortho’s buyer base made that gap harder to ignore than it would be for most companies. They sell into three genuinely different audiences — individual clinicians, multi-location practices and DSOs, and SDK/API resellers evaluating the technology itself — each with its own buying journey, its own qualification criteria, and its own reason a rep might waste time chasing the wrong signal.

Every one of those audiences was landing in the same CRM. Without a shared framework, sales had no reliable way to know who deserved a call today and who needed to keep developing.

The Challenge

Lead Lifecycle Architecture

The foundation of the project was a complete lifecycle framework: Lead → Marketing Qualified Lead (MQL) → Sales Qualified Lead (SQL) → Opportunity → Customer. Workflow automation moved contacts between stages automatically, based on enrichment data, engagement, and form activity — while incomplete records followed a separate path until there was enough information to make an informed call. Fallback logic kept incomplete or low-quality records out of the sales pipeline before they were ready.

Lead Object & Sales Workspace Implementation

HubSpot’s Lead Object and Sales Workspace became the structured prospecting environment reps needed. Instead of working straight from a flat contact list, reps could work lead queues, manage qualification activity, and track outreach — with prospecting cleanly separated from customer management. A dedicated Lead Pipeline supported qualification work before an opportunity ever became a deal.

Lead Qualification & Scoring

The qualification model combined three signal types, so no single data point could push a lead through prematurely:

Firmographic data — practice type, clinician type, practice size, number of locations

Technology data — intraoral scanner type, aligner solutions in use, monitoring solutions in place

Behavioral signals — form submissions, website activity, sales engagement, sequence interactions

Lead scoring layered fit (how closely a prospect matched the ideal customer profile) against engagement (how actively they interacted with forms, emails, and outreach), so reps could work the highest-value opportunities first instead of relying on manual review or gut instinct.

Automated notifications told sales exactly when a prospect became genuinely sales-ready — no more manual pipeline checks to catch it.

Company & Contact Architecture
Because Kiwi Ortho works with individual clinicians, private practices, and larger dental organizations, the data model had to support real differences in how those relationships are structured. Parent-child company associations were built for organizations with multiple practice locations, and a Lead-to-Company approach gave Sales Workspace a clearer picture of each opportunity while keeping associations accurate across organizations. Contacts, leads, and deals all connected correctly to their companies — closing the door on the reporting and attribution issues that show up when that architecture is missing.

Deal Creation & Outbound Process
Clear rules governed when a lead stayed in qualification, when it became sales qualified, and when a deal should be created — with automation ensuring opportunities entered the pipeline only after qualification criteria were actually met. On the outbound side, sequences, task creation, and follow-up automation gave reps a repeatable process instead of relying on manual, ad hoc follow-up. A custom trade show and event tracking structure was also built to capture event leads, monitor follow-up, and measure conversion and ROI.

Reporting & Dashboards
Custom dashboards gave visibility into lead metrics (new, qualified, progression), sales metrics (SQL volume, opportunities created, pipeline movement), rep activity (tasks, outreach, follow-up), and conversion metrics at every stage — Lead-to-MQL, MQL-to-SQL, SQL-to-Opportunity.