CRMLab is a platform-agnostic CRM and RevOps consultancy for mid-market and enterprise teams. We align marketing, sales, and customer success on one data model, one set of definitions, and one operating cadence — on Salesforce or HubSpot, built to measurably move revenue.
Most CRM projects fail not because the platform is wrong, but because nobody fixed the operating model underneath. We work on both layers at once.
Platform selection, data model design, object hierarchy, integration architecture, and the operating model that connects them. We start by deciding what the CRM is for — then build backwards.
Marketing, sales, and customer success on shared definitions, shared metrics, shared cadence. We rebuild the funnel end-to-end so forecasts hold and the pipeline is honest.
The CRM becomes a system of action — agents draft outreach, summarize calls, score accounts, and surface next steps. We design the AI layer so it earns its keep and stays governable.
CRM Fundamentals: From Strategy to Execution is the textbook we wished existed when we started consulting. Seven modules, thirty-five chapters — from the customer journey and functional CRM by department, to AI agents, vibe coding, and hands-on platform deep-dives for Salesforce and HubSpot.
CRMLab is led by two consultants who have spent careers inside marketing, sales, and customer success operations — at the intersection of strategy and the actual click-by-click reality of running a CRM.
CRM & RevOps strategy
Sandra advises revenue leaders on the operating model behind their CRM — the part most projects skip. Her work focuses on aligning marketing, sales, and customer success on shared definitions and shared data, with the platform serving the operating model rather than the other way around.
CRM implementation & AI
Niels leads the implementation side — the architecture, the integrations, the AI layer, and the messy reality of getting a CRM to actually do what it promised in the sales deck. His work spans Salesforce and HubSpot, with a focus on AI agents and workflow automation that earns its keep.
CRM consulting focuses on the technology platform — choosing, implementing, and optimizing a system like Salesforce or HubSpot. RevOps consulting is broader: it aligns marketing, sales, and customer success on shared definitions, shared data, and shared metrics, with CRM as the operational backbone. We do both, because the platform without the operating model fails predictably.
Both. We are platform-agnostic by design. Most engagements start with a platform-fit assessment: HubSpot suits scale-ups and SMB-to-mid-market motions; Salesforce suits complex enterprise and regulated industries. We help clients choose, implement, and operate the right platform — not sell them one.
A focused HubSpot implementation for a scale-up runs 6 to 12 weeks. A mid-market Salesforce implementation runs 4 to 9 months depending on integrations, data migration, and process redesign. Enterprise rollouts extend further. We scope every engagement against a measurable revenue outcome, not a feature checklist.
A RevOps engagement typically covers four areas: data architecture and governance, the end-to-end customer journey across marketing, sales, and success, metric and KPI design with shared definitions, and the automation and AI layer that turns the CRM into a system of action rather than a system of record.
Yes. We are the authors of CRM Fundamentals: From Strategy to Execution, a complete professional curriculum. Every implementation includes role-based enablement for the teams who will use the system — because the failure mode of CRM is not technical, it is adoption.
CRMLab is based in Europe and serves clients across Europe and North America. Our work spans scale-ups, mid-market, and enterprise. We deliver remotely with on-site presence for kickoff, design workshops, and go-live.
Most platform partners are incentivized to sell more licenses and more configuration. We are incentivized to make your revenue operation work. We will recommend not implementing a feature, switching platforms, or simplifying a process whenever that is the right answer. The book we authored is a public statement of that philosophy.
A short note is enough. We respond within one business day with either a 30-minute discovery call, a written take, or a polite redirect if we are not the right fit. No funnel, no sequencing.