Ctac Group is a premier partner for SAP and Microsoft solutions, helping organizations navigate the digital landscape with a mix of innovation, agility, and deep industry expertise. Under the hood, it’s a pretty rich commercial setup. Multiple business models, from consulting to licenses to long-term services, all living side by side.

Marketing and sales were both in motion, each within their own environment. HubSpot on one side, Microsoft Dynamics on the other. Leads were flowing, opportunities were developing, and in between, a familiar moment started to take shape. The part of the journey many teams recognize as the black box.

That moment called for a clear, shared view of how the commercial journey is designed. Different systems were supporting different parts of that journey. Marketing and sales each adding their own layer, with lead follow-up, conversion, and campaign impact taking shape along the way.

At the same time, Ctac operates across multiple entities, each with its own business model. From consulting to license sales to long-term projects, every part adds its own rhythm to how value is created and measured.

Consolidating figures across that commercial journey was a manual, time-consuming process. A way to follow what’s happening across the full journey, and to connect day-to-day activity with a bigger commercial picture, from team level all the way up to the board.

We stepped in as HubSpot architects to translate the commercial strategy into something that could run. The system choice and initial setup were already there. From that point on, the work moved into understanding how Ctac brings its services to market, and how that reality could be reflected in a structure that supports it.

Different entities, different sales cycles, different ways of creating value. From consulting to licenses to long-term services. All part of one commercial story, each with its own rhythm. From there, the platform started to take shape:

• Unity in diversity: Pipelines were shaped around each entity, following their specific sales dynamics. At the same time, a shared structure across stages created a common language, making it easier to connect insights across the group and explore cross-sell between labels.
• From lead to deal: The full customer journey became visible in one flow. From first interaction to closed deal, each step adds to a connected and measurable story.
• Insight that reflects reality: A layer of service-level reporting was added, giving a clearer view of how value takes shape across the business, from licenses to maintenance.
• Designed for growth: A custom layer was added to support cross-sell and upsell across the organization, making expansion within the existing customer base and collaboration between entities something teams can actively steer on.

Following the rollout across the Netherlands and Belgium, and the expansion to other markets, a new way of working started to take shape:

• A shared source of truth: Real-time data is accessible across the commercial teams, with the ability to move from high-level performance to the detail of a specific entity, proposition, or service.
• A visible customer journey: The journey from marketing to sales now forms one continuous flow, where each step builds on the previous one and contributes to a connected view of performance.
• A connected way of working: A shared structure across entities brings teams onto the same page, making it easier to collaborate, align efforts, and explore opportunities across business units.
• A system that supports decisions: What started as a platform now acts as a foundation for how the commercial engine operates, supporting decision-making from day-to-day actions to strategic direction.

1. The system sets the pace: Once everything is visible, things move. Fewer “where are we?” moments, more “let’s go”.
2. Adoption sneaks in quietly: One day it’s a tool, the next it’s just how everyone works.
3. Complexity becomes a bit of a team sport: Different entities, different rhythms, all playing the same game. That’s when it gets fun.

Ever wondered what’s happening in your own “black box”? We help organizations define and implement the right customer journey to build high-performing commercial teams. Let’s bridge your data gaps together.