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Transforming customer relationships & lead management for Caterham cars with a custom HubSpot Enterprise CRM implementation.

  • Automotive
  • Caterham
  • CRM
  • Strategy
  • Development
Ongoing

Rika partnered with Caterham to streamline direct customer interaction and overhaul its fragmented lead management process across a decentralised retailer network. Through a heavily-bespoke HubSpot Enterprise CRM rollout, Rika delivered end-to-end user journey visibility, streamlined workflows, and improved performance across all customer touchpoints.

Rika was selected to lead the platform selection, implementation, and change management process , from start to finish, across Caterham operations and its global retailer network.

The Business challenge

Caterham is an iconic British automotive brand, best known for its lightweight sports cars, racing series’ and passionate driving community.

Caterham operates a global, distributed sales model through a mix of small family-run dealers and large multi-franchise groups. However, this decentralised setup presented major obstacles to consistent sales execution and customer experience:

  • Fragmented lead management
    Website and campaign enquiries were handled inconsistently, often going untracked or receiving delayed follow-up.
  • Lack of visibility
    HQ had limited insight into dealer-level activity, such as appointments, test drives or sales outcomes, making performance reporting and marketing attribution difficult.
  • No direct access to end-customers

    Sales were driven entirely by retailers, leaving Caterham unable to communicate directly with prospects or understand customer preferences firsthand.

  • Manual lead distribution
    Customer enquiries had to be manually routed to dealers, often leading to delays or lost opportunities.
  • Scattered sales pipeline data
    With no single source of truth, Caterham's ability to understand the funnel or evaluate dealer performance was severely limited.
  • Limited campaign orchestration
    Without a centralised platform, running coordinated marketing and media campaigns with closed-loop reporting was virtually impossible.

Objectives

Caterham needed a centralised CRM platform to standardise lead handling, improve sales team accountability, gain direct customer insight, and enable full-funnel visibility across all marketing and sales activities.

Approach

Through close collaboration with Caterham’s Sales, Marketing and operational teams, Rika identified key pain points around lead leakage, inconsistent dealer follow-up, lack of direct customer communication, and siloed data flows. The solution had to balance HQ’s need for control with the flexibility required by independent retailers.

Rika led the end-to-end design and deployment of a fully-customised HubSpot Enterprise CRM tailored to automotive retail operations. This included:

Standardised lead workflows
 Automating the full journey from enquiry to test drive to closed deal, ensuring leads are never missed; triggering alerts if leads aren’t followed up within agreed timeframes.

Dealer-friendly UI
Custom contact views showing only actionable leads, reducing clutter and improving daily usability.

Role-specific dashboards
Real-time performance visibility for sales managers, marketers and dealer principals.

Data migration & consolidation
Consolidating historical customer and lead data from legacy dealer portals into HubSpot.

Website integration
Enabling lead routing and filtering by market and retailer.

Training and onboarding
Supporting Caterham HQ and dealer teams globally to embed CRM best practices.

Deliverables

  • HubSpot license negotiation and platform setup
  • Custom views, pipeline design, workflows, automation rules
  • Reporting dashboards and SLA alerts
  • Deep website integration
  • Global onboarding for Caterham HQ and dealer partners

The Outcome

The CRM rollout transformed how Caterham manages leads, supports dealers, and tracks performance across its retail network:

60 days

to full CRM adoption across HQ and global dealers

100% lead visibility

from first interaction to closed deal

Improved operational efficiency

with simplified dealer views and automated admin tasks speed to lead response was improved.

Direct customer insight

unlocking new opportunities for marketing personalisation and CRM campaigns

Smarter marketing attribution

enabling more effective media investment decisions

Full-funnel transparency

empowering HQ to monitor sales performance and optimise the entire customer journey
By centralising all customer interactions in HubSpot, Caterham now benefits from cleaner data, better retail network accountability, and the foundations for more personalised, insight-led marketing in the future.
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