Project Overview

Build the customer journey first.
Then build HubSpot around it.

Understand who FWC's customers are, how they move from awareness through purchase, and translate those findings into the lifecycle, marketing, sales, attribution, and HubSpot blueprint for what comes next.

Research & Data Review
Current phaseResearch & Data Review
Next milestoneInterview Candidates + Stakeholder List
Final deliveryEnd of January 2027

New to the project?

Hollis, start here.

This project was approved before your arrival. This short path will get you up to speed on why it exists, what FWC approved, and what needs to happen next.

  1. Read the project background
  2. Review the four deliverables
  3. See the 8-week plan
  4. Check current requests
  5. Review decisions as they are made

Project leadership

HollisFWC Head of Marketing · Client lead
JimFWC · Sales / dealer development
MelanieFWC · Internal stakeholder
LarryFWC CEO · Executive sponsor
Adam BocikEvergreen Results · Project lead
Karly GieseEvergreen Results · Project operations & accountability

What success looks like

  • Clear customer personas and meaningful cohorts
  • Current and future-state customer journey
  • Defined lifecycle, qualification, and funnel-to-pipeline strategy
  • HubSpot Marketing + Sales blueprint grounded in real customer behavior
  • Prioritized implementation roadmap for Phase II

Background

Why this project exists

01

FWC already learned a lot from Builder Tool data.

FWC's analysis helped clarify what happens after a prospect completes a build. It also surfaced bigger questions about the journey before that point and the interactions that ultimately influence purchase.

02

The next question is the whole journey.

We need to understand first touch, research behavior, repeat interactions, conversion points, stalls, sales readiness, dealer or retail handoffs, and what separates buyers from non-buyers.

03

HubSpot should follow the strategy, not define it.

FWC is investing across Marketing Hub, Sales Hub, and Service Hub. Phase I defines the customer, journey, lifecycle, funnel, data, and reporting requirements before configuration begins.

04

Evergreen is not starting from zero.

Evergreen has worked with FWC since September 2024 across paid media, analytics, email, and broader marketing strategy. That context lets the project focus on the decisions that matter instead of re-learning the business.

Core questions

Who are FWC's most meaningful customer groups?

How do they discover, evaluate, engage, and buy?

Where do prospects progress, stall, or disappear?

When does a lead become sales-ready?

How should marketing, sales, retail, and dealers work together?

What should HubSpot capture, automate, and measure?

Approved Scope

Four primary deliverables

Phase I is strategy and architecture. Detailed HubSpot implementation, workflow development, dashboard configuration, campaign execution, asset production, system integration, and development are intentionally reserved for a separately scoped Phase II.

Timeline

Project timeline

In progress

Inputs & Requests

What we need to keep moving

Waiting on FWC Evergreen

Meetings

Working sessions & milestones

Research

Evidence, hypotheses & open questions

Customer interviews0 / 15

What we know

  • Builder Tool is an important conversion event, but not the beginning of the journey.
  • FWC needs better visibility into the interactions that precede and follow Builder Tool completion.
  • Dealer and California retail pathways add complexity to attribution and lead ownership.
  • HubSpot and GA4 are expected to serve as the primary lifecycle, attribution, and journey platforms.

Working hypotheses

  • Different customer motivations or use cases may produce meaningfully different journeys.
  • Builder Tool behavior may signal different levels of intent depending on prior engagement.
  • Some prospects may need stronger mid-funnel calls to action before they are sales-ready.
  • Dealer and retail follow-up may need different routing, accountability, and measurement rules.

Open questions

  • Which customer groupings materially change marketing or sales treatment?
  • Which touchpoints most commonly precede Builder Tool completion and purchase?
  • What should qualify a prospect for human sales follow-up?
  • Where do leads most often stall, and why?
  • What data can reliably connect marketing activity to eventual dealer or retail sales?

Decisions Log

What we've agreed

Source of truth for material project decisions
DateDecisionRationaleImpact

Deliverables

Project outputs

What comes next

Phase I determines what FWC should build.
Phase II builds it.

Phase II will be scoped from the final blueprint so implementation is based on validated customer behavior, not assumptions.

Marketing HubSales HubAutomationCampaigns + AssetsReporting + AttributionTraining + Enablement