Cegape: 70% fewer manual tasks and 100% CRM adoption through HubSpot

Cegape, which supports HR management in the public sector with HR information systems and professional training, reached 100% CRM adoption among the teams trained and a 70% reduction in manual tasks, errors and omissions. These results come from a CRM project run by Growth Room on HubSpot across 2025 and 2026, covering marketing, sales and order management.

About Cegape

Cegape publishes HR information systems and provides professional training for the public sector. Its customers are public organisations, whose operating rules, decision paths and contractual frameworks are specific to that sector.

That reality weighs on internal organisation. A case moves from marketing to sales, then to order management, with contracts whose follow-up stretches over time. If each team keeps its own data and its own rules, the overall picture becomes impossible to read, and growth is paid for in manual work.

The starting point

The CRM was already in place. The problem was not the tool, but what surrounds it: unstructured data and processes, partial adoption by the operational teams, and an incomplete connection with the rest of the information system.

The objective was to build a foundation solid enough to last. In practice: data organised the same way for everyone, written sales and contract management processes, and a CRM genuinely used by the people whose work it is supposed to reflect.

CRM: structuring data and processes on HubSpot

Marketing: structuring and segmenting acquisition data

We started with acquisition data: its structure, its fields, its permitted values and its segmentation. The point is to be able to say where a contact comes from and which category it belongs to, without interpretation.

This work was written up as guidelines. They set out how data is entered and qualified, which then makes it possible to steer on figures that are comparable from one month to the next rather than on impressions.

Sales: rebuilding the sales process

Sales processes were reviewed and redefined in HubSpot: cycle stages, criteria for moving from one to the next, information expected at each stage. The same rules apply across the team.

This standardisation has a direct effect on management. A stage means the same thing to everyone, so volumes and conversion rates become readable, and gaps can be analysed rather than debated.

Order management: data model and contract handling

The third strand covered order management. The data model was restructured to reflect how contracts actually work, and the handling processes were rewritten accordingly.

This is where automation weighs most. Repetitive data entry and follow-up tasks were taken over by the tool, producing a 70% drop in manual tasks, errors and omissions.

The gain is not only time. Manual re-entry is where omissions and inconsistencies appear, and a contract recorded incorrectly distorts everything read downstream, from renewal dates to revenue tracking.

Adoption: making the CRM the teams' working tool

Structure only counts if it is used. Teams were therefore trained on their own scope, with the processes that concern them, rather than on a general tour of the tool.

By the end of this work, 100% of the teams trained were using the CRM. That is the condition for the data entered to reflect real activity, and therefore for the rest of the setup to hold.

Results

• 100% of the teams trained adopted the CRM by the end of the engagement.
• 70% reduction in manual tasks, errors and omissions, through the automations built in HubSpot.

The project ran across 2025 and 2026, over the three areas of marketing, sales and order management. Cegape now has a structured CRM, used by its teams, and a data model that can follow its growth.

Looking to structure your CRM?

Growth Room structures data and sales processes in HubSpot, and supports your teams all the way to adoption. To find out more, discover our HubSpot agency.