wiki/knowledge/hubspot/citrus-america-crm-implementation.md · 602 words · 2026-04-05
Citrus America HubSpot Implementation
Overview
HubSpot CRM implementation for [1] was identified as an active operational priority during the [2]. The goal is to finalize setup in early 2026 so the platform can support the client's renewed direct sales push and the broader [3].
The implementation was already underway at the time of the strategy call but had not yet been completed. The intent is to move HubSpot off the active discussion agenda — get it running, then treat it as infrastructure rather than a project.
Status
| Item |
Status |
| HubSpot account setup |
In progress |
| Funnel/pipeline configuration |
Pending finalization |
| Integration with website |
Pending website rebuild |
| Target completion |
Early 2026 (Q1) |
Context and Rationale
Citrus America is shifting to a more aggressive, direct sales model led by Miriam, Jacob, and Brian Framson. This model depends on reliable pipeline visibility and follow-up tooling. HubSpot is intended to provide:
- Lead capture and tracking from the website rebuild (planned Jan/Feb 2026)
- Sales pipeline management for the direct grocery retail outreach
- Email automation to support the monthly newsletter cadence and event-driven sends
- Contact management for trade show leads and geofencing campaign follow-ups
Melissa Cusumano noted during the strategy call that HubSpot completion was one of two concrete carry-over priorities from prior planning (alongside the website rebuild).
Key Requirements
Based on the strategy call discussion, the HubSpot implementation should align with:
- Grocery retail focus — pipeline stages and contact properties should reflect the grocery buyer journey, not a generic B2B funnel
- Website integration — forms and CTAs from the rebuilt website need to feed directly into HubSpot; this creates a dependency on the [4] completing in Jan/Feb
- Newsletter continuity — the existing monthly newsletter workflow should migrate into or connect with HubSpot without disruption
- Event email flows — pre- and post-event emails (trade shows, geofenced events) should be templated and triggerable from HubSpot
Dependencies
- Website rebuild (Jan/Feb 2026): Landing pages and conversion-oriented CTAs need to be live before HubSpot lead capture is meaningful. See [5].
- Event calendar: Miriam Framson committed to sharing the 2026 event calendar with AAG, which will inform email automation planning for trade show sequences.
- Contact list hygiene: Existing contact lists should be reviewed and imported cleanly before automations go live.
Action Items
| Owner |
Action |
Timeline |
| AAG / Melissa |
Finalize HubSpot pipeline and funnel configuration |
Early 2026 |
| AAG |
Connect website rebuild forms to HubSpot |
Upon website staging completion |
| Miriam Framson |
Share 2026 event calendar to inform automation planning |
Before next monthly review |
| AAG |
Migrate or connect newsletter workflow to HubSpot |
Q1 2026 |
Notes
- Brian Framson flagged that Citrus America is in a cost-control posture following a difficult 2025; HubSpot work should be completed within the existing retainer scope, not as an add-on budget item.
- Once HubSpot is live and stable, it should be treated as a background operational system — the monthly review meetings should not need to revisit it unless issues arise.
- The success stories and blog content being developed as part of the [6] should eventually be trackable via HubSpot to measure which assets drive inbound inquiries.